After more than two years of long and meticulous planning to celebrate its biggest milestone to date, Jollibee recently opened its 1,000th store in Bonifacio Global City Triangle Drive, Taguig City.

The event marked not only Jollibee’s edging out the competition among quick-service restaurants (QSR), but also its perseverance and determination in promoting a Filipino brand in the Philippines and overseas.

From its debut in 1978 in an ice cream parlor setting in Cubao, Jollibee has become one of the most reputable Filipino brands and Asia’s No. 1 QSR brand.

“All these years, all of us in Jollibee Foods Corp. (JFC) are driven by the same purpose: loving the brand and making it a world-class Pinoy brand globally,” said Francis Flores, Jollibee global brand chief marketing officer and Jollibee Philippines’ marketing head.

Young Filipino artist JP Pining and his “Sarimanok” mural —VANGIE BAGA-REYES

Contemporary look

Jollibee’s milestone branch in BGC is the sixth Jollibee store in the area and the 16th in Taguig. It features a more contemporary tropical look with well-lit, spacious party areas matched with multicolor sets of furniture. There are also interactive tables with games in the two-story store for kids.

Huge and colorful murals decorate the milestone store, starting with a 27-foot-long drive-through Jollibee Pinoy art with images of a Philippine eagle clutching a Jollibee tumbler, a carabao with a takeout Jollibee food pack and a mythical sarimanok astride a skateboard.

Another artwork welcomes guests to “a world of joy” at the parking entrance. The murals were designed by young Filipino artist JP Pining.

The store also boasts a video wall with an animation of the Philippine map showing Jollibee stores in the country. One can see the Jollibee mascot wearing a barong Tagalog in Bulacan, riding a kalesa in Intramuros, or bonding with the Philippine eagle in Davao City.

“Being the milestone store, we made sure our design is unique and distinct,” said Flores. “But, more importantly, we want every member of the family to feel at home.”

JFC chairperson Tony Tan Caktiong and Jollibee Group Foundation president Grace Tan Caktiong join Jollibee in a ceremonial Chickenjoy Toast to celebrate the 1,000th store opening.

Unveiling

The well-attended event in BGC was graced by longtime Jollibee business partners and friends from the banking and finance sectors, as well as the government.

Guests witnessed the unveiling of the 1,000th store commemorative marker led by JFC chair Tony Tan Caktiong, CEO Ernesto Tanmantiong, Philippine country head Joseph Tanbuntiong and chief global real estate officer William Tan Untiong.

This was followed by the ribbon-cutting ceremony and official store blessing led by Jollibee Philippines president JJ Alano with Taguig City Mayor Lani Cayetano, Department of Trade and Industry Undersecretary Nora Terrado, Miss Universe Pia Wurtzbach and Jollibee BGC Triangle Drive restaurant manager Sharon Morendo.

The marker outside the store lists all the store locations around the country and the year they opened.

Arline Adeva, Jollibee brand communication and PR manager, and Francis Flores, Jollibee global brand chief marketing officer and Jollibee Philippines’marketing head

Going global

The opening of the flagship milestone store sets the standard for the next 1,001 Jollibee stores. “It’s a double meaning—it ends the first 1,000 and, for us, is just the start of the next 1,000 stores,” said Flores.

JFC has been aggressive in promoting the Filipino brand around the world. It has recently announced the opening of its first store in Europe—in Milan, Italy. Soon it will open its first store in Japan and in Manhattan, New York City.