Jollibee expands reach past diaspora markets

System-wide sales growth in foreign countries has overtaken local expansion.

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Jollibee Foods Corp. (Jollibee Group), the second fastest-growing restaurant brand in the world according to Brand Finance, has evolved from a single local brand into a global powerhouse with 19 brands, expanding beyond the Filipino diaspora to attract a broader international customer base.

The company's marketing has evolved to resonate with a broader, more diverse audience as part of its global ambition and transition beyond its roots as a family-owned company and source of national pride.

The Jollibee Group's international expansion started about 25 years ago, and it involved setting up shop in locations with big Filipino communities like the US, the Middle East and the UK, David Beal, Global Chief Marketing Officer at Jollibee, told Retail Asia. It also targeted some Southeast Asian countries like Singapore and Malaysia.

“We were initially seeking to bring them a taste of home,” he said in an exclusive interview, referring to Filipinos overseas.

This approach initially worked, but to propel further growth, the brand needed to widen its customer base beyond the Filipino diaspora. For the past eight years, Jollibee Group has shifted its focus to attracting a broader customer base from the general population.