ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel
  • »
  • Business and Employment»
  • Business Management & Leadership

Jollibee Vs. McDonald's: Filipino Burger Kings Fight Against Global Giant

Updated on December 13, 2017

What’s the first name that comes to your mind when someone asks about fast-food restaurant? Most probably, it is McDonald’s, the world’s largest food service organization. McDonald’s holds more than 40% share of the US fast-food burger market, many times the share of its nearest competitor. However, if you ask the same question in the Philippines, the answer that you’ll get will be Jollibee.

Jollibee Foods Corporation is not a household name when it comes to the global market. But in the Philippines, it’s the king of the burger market. One industry analyst said “if McDonald’s is the Goliath of fast food, Jollibee is its Filipino David.”

The rivalry between Jollibee and McDonald’s looks like no contest. 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.

But despite these numbers, in the Philippines, small Jollibee has humbled the global giant. 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.

Jollibee's Hamburgers
Jollibee's Hamburgers

Both Jollibee and McDonald’s offer cleanliness, fast service and convenient locations.

Jollibee’s Champ burger competes with the Big Mac and its Peach Mango Pie replicates McDonald’s Apple version.

However, Jollibee’s menu and flavors are specially suited to Filipino tastes. The local chain cooks up sweet, spicy burgers and serves seasoned chicken and spaghetti with sweet sauce, the way Filipinos like it.

They serve these meals with rice or noodles and not with French fries.

Jollibee in Malaybalay City
Jollibee in Malaybalay City

In addition to the special understanding of the Filipino palate, Jollibee has also mastered the country’s culture and lifestyle.

Jollibee lures kids with in-store play activities and a cast of captivating characters.

Its massive Jolly Bee character with orange jacket and the blonde spaghetti-haired girl named Hetti are better known and loved in the Philippines than Ronald McDonald.

The well known Jolly Bee character epitomizes the Filipino spirit of lighthearted everyday happiness.

Jollibee with kids
Jollibee with kids

Although Jollibee is much smaller than McDonald’s in global terms, Jollibee concentrates most of its limited resources within the Philippines, where its restaurants outnumber McDonald’s.  But its primary advantage comes from simply doing a better job of giving Filipino consumers what they want.   

Jollibee has shown that through smart niching, small players can compete effectively against industry giants.     

McDonalds Canada with a Playplace in Moncton New Brunswick Canada
McDonalds Canada with a Playplace in Moncton New Brunswick Canada
McDonalds in Karlshamn Sweden
McDonalds in Karlshamn Sweden
McDonalds in Seminole Florida on Park Blvd
McDonalds in Seminole Florida on Park Blvd
McDonalds Canada at a Wal-Mart Canada in Toronto Ontario Canada
McDonalds Canada at a Wal-Mart Canada in Toronto Ontario Canada
Islamabad Pakistan
Islamabad Pakistan

© 2010 Lasantha Wijesekera


    0 of 8192 characters used
    Post Comment

    • profile image

      anton 4 years ago

      I am from australia I prefer jollibee every time it is good tasty food I like it and every time I visit the philippines I find time to eat out at their restarants .

    • profile image

      ramil.villa3 4 years ago

      jollibee s d best bcoz makes every child a huge smile and it s wer my nephew grace work,,,,not only that there foods are really s not a street foods....

    • profile image

      gerica 4 years ago

      i like jollibee coz ang sarap ng food .....

    • Gladys Familaran profile image

      Gladys Familaran 5 years ago

      Jollibee burgers are better because it contain 100% real beef while Mcdo contain 15% real beef, 85% meat fillers cleansed with AMMONIA, which causes stomach and intestinal cancer.

    • profile image

      Pinoy guy 5 years ago

      Jollibee is better than mcdo because they have variety

    • profile image

      kaka 5 years ago


    • profile image

      mama ibs!!! 5 years ago

      i like jollibee !!!!its more fun in the jollibee!!!!!!!!!!!!!!!

    • profile image

      cherz 5 years ago

      i love jollibee !!!!! kc mas masarap ang kanilang spaghettti!!!!jejejeje

    • profile image

      cukias 5 years ago

      mcdo,, is adelicious food

    • profile image

      kogieblack 5 years ago

      Why is it that practically nobody eats at Jollibee here in our place at Ortigas Acve. Ext. People go to McDonald's.

    • profile image

      sarmientoj24 5 years ago

      Jollibee is the best!

    • profile image

      richel 5 years ago

      I love Jollibee,nothing more nothing less..hehehehe:))

    • profile image

      ml dee 5 years ago


    • profile image

      marvi 5 years ago

      I love Jolibbe

      and I love being Filipino

    • profile image

      krista romero 5 years ago

      Hi! great article! I was wondering when you wrote this? and where you got the market share for both brands? I need to do a paper on it as a school requirement and I'm really having a hard time with finding this out.

    • profile image

      BusterMcDermott 5 years ago

      They're both got the same very delicious hamburger that fits in everyone's taste. I love them both.

    • profile image

      dave 5 years ago

      jollibee competes on lowest possible quality; that translates to very low menu prices. That is their secret, it is street food under lights.

    • profile image

      ARGIE BAYONA 5 years ago

      Jollibee they are local at the Philippines that's why i love them

    • profile image

      keikei 6 years ago

      JOLLIBEE FTW !! bring jollibee to christchurch NZ !! we all want it here !!! ^^

    • profile image

      janel 6 years ago


    • profile image

      hazel 6 years ago

      mcdo is more original

    • profile image

      katrina 6 years ago


    • profile image

      kej 7 years ago

      mcdonalds is the bEST!!!!!!

    • LasanthaW profile image

      Lasantha Wijesekera 7 years ago from Sri Lanka

      Thanks SEOLIX for your comments. You must be a fan of Jollibee.

    • SEOLIX profile image

      SEOLIX 7 years ago

      Jollibee never fades!!! They bring BIG Smile to very kids..

    • profile image

      majorpanicuk 7 years ago

      Besides, clowns are creepy. Give me a giant walking smiling bee anytime.

    • profile image

      @iwantjollibee 8 years ago

      nice article! thanks for the mention! we are also beta launching a new online delivery site, try it out and let us know what you think! if you want to do a story on it we'd love to give you an interview! - contact us at on email at or on twitter @iwantjollibee


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: ""

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)