Jollibee, a leading Philippine fast-food company, is stepping up its franchising efforts in Vietnam, aiming to expand its presence in one of Southeast Asia’s most fiercely contested quick-service restaurant (QSR) markets. The move follows the brand’s prestigious recognition as Vietnam’s foremost QSR brand by Euromonitor International.
Jollibee launched its franchising model in Vietnam in 2015, effectively inviting capable local investors to manage Jollibee-branded outlets under a standardized operating system. Initial expansion was carried out cautiously as the brand worked to establish scale and maintain operational control. However, the company has now shifted gears to a more assertive growth phase, primarily targeting quicker network expansion.
Franchising not only facilitates the company’s accelerated growth but also generates more employment opportunities, fortifies the domestic supply chain, and aids in the advancement of Vietnam’s food and beverage service industry, according to a representative from the company.
This renewed drive towards franchising is spurred by Jollibee’s recent accolade as Vietnam’s top QSR brand in terms of turnover, as awarded by Euromonitor International.
Since the establishment of its first store in Ho Chi Minh City in 2005, Jollibee Vietnam has grown to encompass more than 250 locations dispersed across over 50 provinces and cities. The company’s expansion has been fueled by a diverse strategy that includes outlets in shopping malls, street-front locations, and delivery-centric stores.
Ernesto Tanmantiong, Global President and CEO of Jollibee Group, attributed the brand’s success to its understanding of local consumers and its adherence to fundamental business practices. He asserted that the company’s progress underscores the potency of merging a popular brand with a profound local understanding and consistent execution. It further strengthens their belief that sustainable growth in international markets stems from remaining relevant to consumers while establishing solid operational foundations.
When did Jollibee first introduce franchising in Vietnam?
Jollibee introduced franchising in Vietnam in 2015.
What factors have supported Jollibee’s expansion in Vietnam?
Jollibee’s expansion has been supported by a multi-format strategy that includes outlets in shopping malls, street-front locations, and delivery-centric stores.
What is the significance of franchising for Jollibee’s growth?
Franchising not only facilitates Jollibee’s accelerated growth but also generates more employment opportunities, fortifies the domestic supply chain, and aids in the advancement of Vietnam’s food and beverage service industry.
