Abu Dhabi: The long queues recently witnessed on Al Falah Street or Mushrif Mall are not for the season’s biggest bargain sales or a rock concert, but rather for the latest fast food sensation from the Philippines which has taken the capital by storm.
Jollibee is the largest fast food chain in the Philippines, with more than 990 stores there alone. With the recent store openings in Abu Dhabi it now has 1,145 restaurants across the world.
“This makes us one of the few brands to be bigger than McDonalds in individual markets. More aggressive growth is the main goal for us. By 2020, we plan to have 30 stores all over the UAE,” stated Dennis Flores, Jollibee Foods Corporation vice president for international operations.
Capital success
It isn’t just Jollibee’s signature chickenjoy that has fans queuing up in the wee hours of the morning at their stores. The outlets offer a unique Filipino flavour and friendly ambience to the cultural melting pot that is the UAE.
“We opened our first Abu Dhabi branch at Mushrif Mall in December 2016. The response was incredible. We served thousands of customers on the opening day. Later, in February 2017, we launched our largest store yet on Al Falah Street, right at the centre of Abu Dhabi city,” said Flores.
“Bringing the Jollibee flavour and experience to somewhere as culturally diverse as the UAE was always a fascinating challenge. Step inside one of our restaurants and you’ll see this diverse community sharing a wonderful experience over food. That tells us we’re on the right path.”
A jolly experience
Starting out as a local ice cream parlour in 1975, Jollibee is now a global brand which has won coveted recognition like the Employer of the Year Award from the Personnel Management Association of the Philippines, Best Employer in the Philippines Award from Hewitt Associated and a Top 20 Employer in Asia citation from the Asian Wall Street Journal.
“Put simply, our mission is to spread the joy of eating. This approach, our reputation among Filipinos, and the fact that the UAE community values our welcoming atmosphere has helped us to attract loyal customers quickly,” said Flores.
“At the same time, we are serving new menu items that are not regularly found in the Philippines like the spicy chickenjoy, chicken burgers and chicken tenders. These items are new favourites that keep Filipinos and other residents coming back for more.”
