Jollibee intensifies market lead with new food products

CEBU, Philippines - As the fastfood industry continues to reap the benefits of the global economic crunch, Jollibee Philippines adds more affordable food products in the next few months, including the recently introduced “Chicken Barbeque.”

Developed to achieve the desired taste of Filipinos, Jollibee is expecting to make its newest “Chicken Barbeque” product line as the next flagship product of the company, following the footsteps of the legendary product “Chicken Joy.”

 In an interview with Jollibee public relations manager Arline Adiva, she said that the Philippine market should be offered with a wide variety of food products from Jollibee, and “Chicken Barbeque” is seen to become a hit to the “Pinoy” taste buds.

 By the end of this month, all the 660 chain of stores nationwide will be offering this newest complete chicken barbeque meal.

“We hope this new product will deliver an incremental sales for the company,” Adiva said adding that the economic difficulties have not affected the fast food’s sales performance, instead it helped to boost to expand its clientele, while professionals and high-end family market are now frequently patronizing Jollibee products to save cost.

Despite the proliferation of chicken barbeque products in every corner around the Philippines, Adiva said Jollibee could still drum up patronage of its newest products, as the company offers safe and clean food products.

This new addition to its 50 various food products offered at every store have undergone intensive study and research in the span of two years, to perfectly achieve the “true” Filipino taste in chicken barbeque.

“We are a chicken-eating country. It is high time for us to offer non-fried chicken product,” she said emphasizing that the preparation of the chicken barbeque uses “no oil.”

Before the year ends, the company is planning to introduce more product lines, especially in its breakfast choices, she said.

The company however, still has to conduct further market study, if this particular product (Chicken Barbeque) will also be made available in its overseas outlets, she added.

Noting the change of customers’ preference in being more conscious on pricing, Adiva said Jollibee has also been able to respond these changes brought about by the economic crisis, by introducing much more affordable meal package to as low as P39.

“We’re lucky that we are benefiting the effect of economic crisis. But, we have also been introducing price adjustment in some of our products, like the introduction of P39 meal package,” she said.

The Jollibee Food Corporation (JFC), which also operates several fast food brands, like Chowking, Red Ribbon, Greenwich, Dele France, and Mang Pepe, aims to open at least 4,000 outlets (combined) by 2020.

Already, Jollibee has been able to penetrate the world market through its outlets located in United States in New York, Middle East, and some parts of Asia.— Ehda M. Dagooc