Staff Reporters
Mar 23, 2016

Jollibee’s global ambition faces a battle

BRAND HEALTH CHECK: The chain’s popularity at home has yet to translate into global success despite years of trying.

Long overdue, for international expansion

Jollibee’s top status in its home of the Philippines may be rock-steady, but it aims to be a global giant. CEO Tony Tan Caktiong has long aspired to make Jollibee Foods JFC a global champion and transition beyond the flagship brand’s roots as a family firm and source of national pride. 

But efforts have had only modest success. After decades of trying, the Jollibee chain has only 133 foreign branches compared with 890 at...

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