SINGAPORE - Filipino fast-food group Jollibee may have 780 outlets in the Philippines and another 92 in eight other countries. However, in terms of revenues, its topperforming branch is also its newest: its Singapore outlet in Lucky Plaza, which opened in March this year.
Jollibee dishes up Western fast-food fare such as Chickenjoy fried chicken and Yumburger beef patties, although with Filipino twists such as a side of rice or sweet spaghetti sauce.
The 35-year-old company's foray into the Singapore market has been successful enough that, apart from plans to enter Indonesia, it also hopes to open a second store in Singapore "very soon", said its vicepresident for international operations, Dennis Flores, at the store's official opening.
He told BT that he has been visiting "high-traffic" sites in the heartlands, such as Tampines and Woodlands, for possible store locations. Moving into the suburbs, he said, would allow Jollibee greater access to Singaporean consumers, who already form 40 per cent of the weekday lunch crowd at the flagship 300-seater eatery.
While he declined to give a target for the number of stores Jollibee plans to open across the island, Mr Flores noted that competitors such as Mc- Donald's have over 120 outlets in Singapore. "We think we can expand to as many stores," he said.
Singapore is the first market where the company used social media to connect with customers, with Jollibee Singapore's Facebook page having garnered over 11,500 likes.
Mr Flores said that he expected that Singaporeans would become familiar with the brand, which is a household name in the Philippines, through a combination of its social media use and affordability. "You can actually dine here every single day with the price points that we have."
Prices start from $2.80 for fried chicken with rice, $3 for spaghetti and $4.40 for a cheeseburger meal.