What is Jollibee?

Jollibee Food Corporation is a successful multinational chain of fast food restaurants in the Philippines. The company has more than 1,100 stores as of 2016, and 150 restaurants are located in foreign markets. Due to its nationwide success, Jollibee Food Corporation has expanded its franchise to China, with over 70 operating stores, and to Vietnam with over 11 operating stores. There are also Jollibee stores in the West, specifically Virginia, Florida, Texas, and Winnipeg.  The target market of Jollibee Food Corporation are the overseas Filipino workers who miss the taste of Filipino fast food and foreigners who haven’t tried Filipino foods. Though there are some Jollibee restaurants that closed in Taiwan, Dubai, Malaysia, and Indonesia, the company plans to re-enter its foreign market with a different marketing strategy. Jollibee is considered a soul food for Filipinos due to its comforting taste, convenience, and affordability. Filipinos who are abroad surely misses the taste of the crispy Chickenjoy with a side of Jollibee Spaghetti.

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