Retailing, Franchising, and Consumerism Business Intelligence in China

Jollibee's First Mainland Restaurant Begins Trial Operation

Philippine fast food chain Jollibee has began trial operation of its Shenzhen restaurant.

This is the first restaurant that Jollibee has opened in Mainland China and it is also the first time for a Philippine fast food chain to enter the Mainland China.

Located at Carrianna friendship plaza, Jollibee's Shenzhen restaurant, which is opposite to McDonald's, will mainly offer hamburgers, chicken products, pasta and desserts to customers.

Shi Ailing, marketing director of Jollibee Foods (Shenzhen) Corporation, says that although famous fast food companies like McDonald's and KFC have occupied the Shenzhen market and there are only about 5,000 Philippines in the city, she is very confident that Jollibee will attract a lot of local customers. She also reveals that Jollibee spent more than two years on investigating the Mainland market before its entry. In addition, the company carried out in-depth research about the tastes of Chinese people and made some adjustments in its menu.

"We plan to open 1,000 restaurants in China in the next ten years and the number of our restaurants in Shenzhen will reach 100," said Shi.

Having operated for 33 years, Jollibee is the biggest fast food chain in the Philippines. With gross assets of USD60 million, it owns 1,500 restaurants in many countries and regions, including the United States, Indonesia, Vietnam, Kuwait, Hong Kong and Taiwan.

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