Fastfood gets a Filipino makeover in Dubai, with Jollibee hitting the big numbers.
"Our outlet at the Dubai Mall is the most successful we've ever had in the world," revealed Dennis M Flores, vice president for International Markets at Jollibee in Southeast Asia, Middle East and Europe. “As we speak today, it’s our number 1 store in the world in terms of revenue.”
The positive response has evidently accelerated their expansion plans, with Jollibee spreading to two more stores by the end of this year. “In our first year, we are opening three stores. We opened our first outlet (Dubai Mall) in May, and we are opening two in December – in Mall of the Emirates and Burjuman Centre.” And, “that’s the fastest we have grown in any country in a single year on its debut.”
Flores adds that next year they have planned for four more outlets in the UAE. “And, by 2020, we should have roughly around 30 stores in the UAE. In the GCC, we see ourselves having a 130 stores. So, a quarter of those stores will be here in the UAE.”
However, finding a spot in Dubai Mall wasn’t easy, and he claims there are “4,000 brands in the wait list to into the Dubai Mall”.
“I have to grant it to our partners in the UAE for felicitating the acquisitions in their prime malls.” Flores, however, was reluctant to detail the high rents he pays for Dubai Mall outlet. “This is one of the most expensive stores I’ve ever seen. They charge premium rent, but the exposure they give is worthwhile.”
Flores claims Dubai was big on their expansion plan, as it’s a “flagship store”. However, their move saw a slight glitch. “There was a delay (with our entry into the market) because there was a Jollibee that was operating here. We had a franchise in the past but he was renegade franchise… he never followed standards and we tried to terminate the relationship but he never gave up.”
That problem was solved, and Jollibee is on its way to authentic taste and flavour. “It’s good taste and good value. We price ourselves based on our competition. Any fastfood chain worth its salt will check that. We are happy to say we have 5-10 per cent lower than our competition.
The Philippine fastfood biggie began its journey in 1978 as an ice-cream parlour in Manila. “That was the time when McDonald’s was not in the Philippines. Couple of years later, McDonald’s entered the market, and the founders of Jollibee had two choices – whether to franchise McDonald’s or start out on their own. I would say they made the right decision of pursuing Jollibee.”
The menu highlights its Asian heritage, with lots of rice and flavor, but Arab cuisine will see buns and fries replacing rice to adapt to the changing palate.
Like the Big Mac, Jollibee has a two-piece chicken joy which is quite popular. “Although our customer base is still predominately Filipino, we want other nationalities to come in and give it a shot.”