MANILA, Philippines — Jollibee Foods Corp. (JFC) is brewing something big for its customers in the Philippines – a café brand that could potentially go head-to-head with that of competitor McDonald’s.
JFC has introduced in its store in Bonifacio Global City in Taguig a new coffee-shop style concept called JolliBrews.
JolliBrews’ offerings are different from the traditional Jollibee favorites such as Chickenjoy, Jolly spaghetti and Yumburger.
Instead, it offers items such as specialty coffee, pastries and savory snacks.
JolliBrews products are on trial run this month.
JFC is currently seeking feedback from customers with regard to the products and store ambiance of the JolliBrews café.
On its end, McDonald’s operates its own café concept through McCafé. It currently has 49 McCafé stores in the country.
Part of JFC’s growth strategy in scaling its business includes growing its coffee and tea business as well as ramping up franchising in key markets globally.
Last July, JFC announced the acquisition of South Korean value coffee brand Compose Coffee to further fortify the group’s coffee and tea business.
However, the company said it has no plans of bringing Compose Coffee to the Philippines over the near term, saying that its focus is to grow the brand further in South Korea.
The Jollibee Group was founded in 1975 by tycoon Tony Tan Caktiong, who transformed an ice cream business into what is now an Asian food conglomerate.
As of end June, the Jollibee Group’s store network stood at a total of 6,956 stores worldwide, 3,348 of which are in the Philippines and 3,608 are abroad.
Its largest brands by store outlets worldwide are Jollibee with 1,697, CBTL with 1,186, Highlands Coffee with 789 and Chowking with 618.
With 100 stores across North America and over 1,500 restaurants worldwide, Jollibee continues to grow its presence in the US and Canada.