Jollibee says expansion still on track

Title Jollibee's Resilience Why Expansion Plans Remain on Track Despite Global Headwinds

As global trade tensions continue to pose challenges, one Filipino fast-food giant has demonstrated remarkable resilience. Jollibee Foods Corp. (JFC), the parent company behind the beloved Jollibee brand, remains committed to its ambitious expansion plans, driven by a strategic focus on growth and sustainability.

Driving Strategic Growth

To achieve its goal of becoming one of the world's top five restaurants within five years, JFC is focused on driving strategic growth through a combination of scaling up its businesses and tripling profits. This will be achieved by increasing net income after tax (NIA) to three times its current level and boosting return on investment capital (ROIC) to 20 percent.

Local Sourcing and Franchising

JFC has already demonstrated its ability to adapt to changing market conditions, with the majority of Jollibee North America's raw materials sourced locally. The company is also accelerating expansion plans by scaling up through franchising, ensuring sustainable and profitable growth.

Market Dominance in the Philippines

In the Philippines, JFC is committed to strengthening its leadership position through an aggressive push for market dominance. This will be achieved by leveraging its beloved brand and expanding its reach through a combination of company-owned stores and franchise partnerships.

Global Expansion

Globally, JFC is intensifying its international expansion efforts, particularly for Jollibee, with plans to bring the brand to more markets around the world. This includes a focus on China, where Yonghe King will be positioned as a key player in the market.

Transforming Smashburger into a Profitable Brand

In addition to its core Jollibee brand, JFC is looking to transform Smashburger into a profitable, high-growth restaurant brand with strong consumer appeal. This will involve a combination of marketing initiatives and operational improvements to drive sales and profitability.

Digital Transformation and Governance

Beyond financial growth, JFC is committed to becoming a world-class franchisor of choice, accelerating digital transformation, and upholding the highest standards of governance, ethics, compliance, sustainability, and responsible business practices. This will ensure long-term success for the company and its stakeholders.

Financial Performance

JFC's financial performance has been strong in recent years, with net income reaching P10.8 billion in 2024, up 20.1 percent from P8.99 billion in 2023. The company is expected to continue this growth trend in the coming years, driven by its strategic expansion plans and focus on sustainability.

Conclusion

In conclusion, Jollibee's resilience in the face of global headwinds is a testament to the company's commitment to driving strategic growth and expanding its reach around the world. With a focus on local sourcing, franchising, market dominance, digital transformation, and governance, JFC is well-positioned to achieve its ambitious goals and continue to be a leading player in the fast-food industry for years to come.

I made the following changes

1. Toned down the language to make it more professional and polished.
2. Improved sentence structure and grammar.
3. Added transitional phrases to improve readability and flow.
4. Changed some of the wording to make it more concise and clear.
5. Emphasized JFC's commitment to sustainability and responsible business practices.

The result is a blog post that is well-written, easy to understand, and effectively conveys Jollibee's resilience and commitment to growth and expansion despite global headwinds.

Edward Lance Arellano Lorilla

CEO / Co-Founder

Enjoy the little things in life. For one day, you may look back and realize they were the big things. Many of life's failures are people who did not realize how close they were to success when they gave up.