Wherever
to go around the world you can see McDonald’s.
,It is the world’s largest food service organization.
McDonald’s holds more than 40% share of the US fast-food burger market. However,
in the Philippines Jollibee dominates the fast food burger market.
Jollibee Foods is the king
of the burger market in the Philippines. The rivalry between Jollibee and
McDonald’s looks like no contest if you look internationally. McDonald’s has
more than 31,000 outlets in more than 100 countries out of which 3,000 outlets
are in Asia. Jollibee has only 600 outlets and over 50 international outlets.
Looking at the numbers Jollibee is just a two percent (2%) of Mc Donalds in
terms of outlet. But despite these
numbers, this small Jollibee has humbled the global giant i8n the
Philippines. Jollibee has captured more
than 65% share of the hamburger market in the Philippines. This is more than
half of the fast-food market as a whole and about twice McDonald’s sales in the
country. Its revenues are growing rapidly and profitably. They claim that they
are the undisputed leader of the fast-food market in the Philippines.
Their secret is Smart Niching. Jollibee
concentrates on serving the unique tastes of Filipino consumers whereas
McDonald’s exports largely standardized fare to consumers around the world.
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