The Philippine food giant will be launching a franchise early next year and has invited three creative agencies – Grey, Y&R and Publicis – to pitch for the account.
Jollibee runs more than 1,500 outlets in the Philippines and overseas in the US and Hong Kong, and is the largest fast food operator in its home market. In the first three months of 2007, Jollibee generated revenues of 8.7 billion pesos (US$186 million), up 14.7 per cent on last year.
By comparison, McDonald's Philippines franchisee Golden Arches Development Corp reported revenues of 1.4 billion pesos, and similar growth (14.8 per cent).
