Utilizing the global diaspora

Moment at 19:44 in How This Filipino Fast Food Giant is Secretly Taking Over the US (ft. Jollibee) | AB Explained by Asian Boss.

Jollibee rebuilt its global presence by following the **10-12 million overseas Filipino workers** who provided a guaranteed, emotionally devoted customer base in new markets

Saved by Arn D.

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• The transition from ice cream to burgers
• Competing with global giants
• The "Cultural Strategy" for flavor
• Developing the signature Chickenjoy
• The $240 million international failure
• Utilizing the global diaspora
• The American turnaround under Maribeth Dela Cruz
• Shifting to a mainstream identity
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• Future financial scaling via US IPO
• Jollibee = Jolly + bee (making something good from constant effort)
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• One critical difference: Taste (Filipino taste)
• Filipinos eat differently
• 1. Rice (always part of every meal)
• A fast food meal without rice isn't a complete meal
• McDonald's menu wasn't built around rice, Jollibee's was from Day 1
• 2. Flavor (Filipinos prefer sweeter taste)
• McDonald's burger seasoning calibrated to Western palettes tasted fine
• Jollibee's sweeter flavor and richer seasoning tasted like home
• 3. Filipinos eat 5-6 meals a day, not 3 like in the West
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• Jolly Spaghetti is a unique food item not served by other restaurants
• It tastes like a Filipino mother makes for her children's birthday parties
• You can't put a price on that kind of product market fit

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