Jollibee wants to spread joy in the global market
Homegrown fast food giant Jollibee intends to be a successful brand known across the globe, in the hopes of spreading joy to people, its chief marketing executive said.
“You should have a strong purpose on why you are doing everything. In my case, for the whole team, we share this common purpose – we want to make Jollibee a global brand that everyone will be proud of”, Jollibee’s Chief Marketing Officer Francis E. Flores told Anthony Pangilinan in an interview for CNN’s The Boardroom.
Apart from brand awareness, he said that they are yet tap more markets globally.
“Right now just on the number of stores we have outside of the Philippines. We’re still far, compared to the global brands”, he said, adding that there are still a lot of people who are not acquainted with its signature ChickenJoy.
“I guess in terms of brand awareness. There are still a lot of people there who are not aware of Jollibee”, he said.
Flores also emphasized that Jollibee’s core mission is “to spread joy” onto its customers.
“Joy is deeper for me. A person can be happy when you see someone. That person looks happy. But that person doesn’t necessarily mean he has joy in his life”, he said.
“It’s something deeper inside of you. If you have content and peace in knowing that what you’re doing is correct, it gives you fulfillment”, Flores explained.