Jollibee sees more room for expansion in Cebu

Leading fast food chain Jollibee Food Corporation still sees huge opportunity for expansion in Metro Cebu area as it is set to open two or three more Jollibee outlets in the next few months.

After making presence in the key business districts around the Metro Cebu, Jollibee is now moving to hit the highly-populated communities around the metropolis, such as its recent opening of its 27th branch in Cebu located in the Labangon area, which is the second largest barangay in Cebu.

The Labangon branch, which is operated by the company, is a two-story store that accommodates about 186 customers, it services the usual fast food offerings, such as dine-in, kiddy party, take-out orders, and delivery.

Jollibee marketing services manager for Regional Business Unit in Visayas Mindanao, Viema D. Camoñas said based on a study, the Labangon area, although it's more of residential is a good location for a Jollibee store.

She said unlike in the past, the market now has adapted to the fast paced urban life, and that eating out especially in fast foods has become part of the routine. "There is [still] a lot of room for expansion in Cebu, we are on the constant lookout for the right areas and location," said Manuel V. Yap II Jollibee Foods Inc. operations manager for Visayas and Mindanao regional business unit.

Yap said the next opening will be located in the southern part of Cebu, hitting the Banilad area, the formal opening maybe held this month or earlier next month.

Aside from Banilad, Yap said the company is also considering opening a Jollibee outlet in Talamban, and other highly populated areas around Metro Cebu.

"Actually all areas are being considered, but we are prioritizing those that have good locations," he said in an interview during the formal opening of the Labangon-outlet.

Moreover, aside from bringing Jollibee closer to the consumer base, or in the big residential areas, Yap said the company is also looking at targeting the growing call center workers.

"We are also looking at serving the call center industry's working pool, by offering Jollibee products to these kind of market that are up at night," Camoñas said.

However, there is no concrete plan being pursued by the Jollibee-VisMin team of pushing the establishment or more 24-hour Jollibee stores that are near the call center companies.

To date, there are 117 Jollibee stores around Visayas and Mindanao, the company is opening at least one store in a week. Of the total number of Jollibee outlets in Southern Philippines, 62 percent of which is managed by franchisees.

Jollibee is one of the Philippines' phenomenal business success stories. Starting in 1975 as a two-branch ice cream parlor, it later expanded its menu to include hot sandwiches and other meals.

With encouraging success, Jollibee Foods Corporation was incorporated in 1978 with seven outlets to fully explore the possibilities of a hamburger concept. The company was able to hit its P500 million sales mark in 1984, catapulting the company into the list of Top 500 Philippine Corporations.