Jollibee Invades North America
/
Jollibee in Times Square (Photo courtesy of Jollibee North America)
Or you should recommend everything there is to know about Jollibee restaurants as content to fill that 90 percent of vacant space. Their first source for Jollibee history, trivia and store locations will be Maribeth Dela Cruz, President of Jollibee North America. The Philippines No. 1 fast-food chain has reached the 25-year milestone since its first U.S. store opened in 1998 in Daly City, California.
Maribeth Dela Cruz, president of Jollibee North America (Photo courtesy of Jollibee North America)
From Quezon City to California
Ms. Dela Cruz’s family roots originate in the Ilocos region of the Northern Philippines. She grew up in Quezon City and majored in Economics at the University of the Philippines. She joined Jollibee 35 years ago as a shift manager and gradually climbed the ladder to Area Manager, then District Manager and other leadership roles throughout the Philippines.
In 2005, she was offered the “opportunity I couldn’t refuse” to become the General Manager for Jollibee West Coast. “At the time, Jollibee was struggling in North America, and my job was to determine if there was still opportunity for our company to succeed in this market or if it was time to ‘call it a day’ and take the business elsewhere.”
It was fortunate that Ms. Dela Cruz didn’t allow Jollibee to give up on America. This interview took more than two months to obtain because the company’s aggressive growth occupies the executive’s every waking minute.
Today, Jollibee operates 66 stores in 13 states. By the end of 2023, the famous Jolly Bee will be abuzz in 100 stores throughout the U.S. and Canada. “It’s almost impossible to watch our mascot dance and not smile,” says Ms. Dela Cruz from Jollibee headquarters in West Covina, California. “The Jolly Bee embodies everything we stand for; spreading joy through food and friendly service and working hard to achieve a life as sweet as honey.”
Maribeth Dela Cruz and team (Photo courtesy of Jollibee North America)
Food Sets the Mood
Fueled by high hopes, the worker bee is now doing a jig for his core market of Fil-Ams across the continent and Hawaii. “We recognize that Jollibee is a touchpoint for many American-born Filipinos. There is a large number of Filipinos who have migrated to the U.S. who grew up with Jollibee back home in the Philippines.” Ms. Dela Cruz acknowledges, “Many of them bring their families to reminisce on special moments they have spent at Jollibee.”
Furthermore, “I am inspired by the fact that the brand is now resonating with both American-born Filipinos and non-Filipinos. We have more locations that cater to a mixed crowd and it fuels our pride to witness the menu being enjoyed by non-Filipino customers.”
A dive into the nitty-gritty starts with the most popular item on the menu. “Our iconic Chickenjoy has found tremendous success among our North American audience, which hasn’t come as a surprise considering there is huge demand for quality fried chicken here. That said,” she adds, “we try to cater to as many people as possible and have introduced various menu items that are exclusively offered in North America, such as our adobo rice side dish and chicken tenders.”
The foreignness of Jollibee has attracted foodies. “Our North American foodies are always excited to try the Jolly Spaghetti, which features a sweeter tomato sauce than the traditional dish,” notes Ms. Dela Cruz.
The Science Behind Chickenjoy
For details on the menu, the ultimate authority is Jennifer Joy I. Cruz, Vice President of Research & Development (R&D), Jollibee Foods Corporation North America — Asian Brands. The Malabon, Metro Manila native began earning that long title with a B.S. in Food Technology from the University of the Philippines, Diliman, capped off later with a Certified Food Scientist (CFS) credential under the Institute of Food Technologists in the U.S. She rose from Pasig City-based R&D Specialist in 1995 to head R&D for Asian Brands for all of North America. She works in the City of Industry, California.
Jennifer Joy I. Cruz, VP of Research and Development, Jollibee North America (Photo courtesy of Jollibee North America)
Her scientific background is essential for the technical side of a menu. “Our R&D and Marketing teams work together on an innovation pipeline, which is guided by our menu architecture,” Ms. Cruz explains. That means “we create recipes and design product prototypes that undergo several tests for customer acceptability, quality consistency, and food safety before they go to market. We may also do pilot tests in select locations to check for operational ease.”
In sum, Ms. Cruz says, “This process ensures that we launch great-tasting products. We revisit our menu portfolio on a regular basis to address new trends and evolving customer preferences.”
The test kitchen is never closed. Anyone who’s taken home a bucket of Chickenjoy after a stressful day in the office will agree with the alternative anodyne. “Chickenjoy is a constant bestseller, as well as our Peach Mango Pie. We’ve also seen success in our recent innovations, such as Spicy Chickenjoy and the Chicken Sandwich.”
That last item plunged Jollibee into a domestic war of buns and breasts. Ms. Dela Cruz weighs in: “You are likely familiar with the ‘Chicken Sandwich Wars’ that has been a hot topic amongst our competitors. We like to think that our version adds something different to the mix; that is, a crispy exterior and unique umami flavor to take the experience to another level. If you’re a spice fan, I definitely recommend the Spicy Chicken Sandwich, which incorporates sriracha mayo and real jalapeños.”
Jolly Bee Wants You!
The food chain’s 25th Anniversary provides a pause to catch breath and bearings, but Jollibee’s expansion continues. “Most recently we marked our thirty-first location in the Golden State with our store in Brentwood, California,” Ms. Dela Cruz relates. “We have many more store openings happening in the coming months, including our first-ever restaurant in Michigan at Sterling Heights, a suburb of Metro Detroit. We are also preparing to open locations in Dallas, Texas and Tacoma, Washington.”
The Jollibee store in Philadelphia (Photo courtesy of Jollibee North America)
She has advice for would-be employees who want to be part of the corporation’s growth. “There are certain things you can do to ensure your success in any industry: Take good care of your people, both those above and below your rank. Have humility, ask questions, learn from the experience of others, and don’t be afraid to ask for feedback.
“The Filipino cultural value of working hard drives our company, and we prioritize providing friendly and inviting service to all of our patrons.” As to a need for language skills, she replies, “It is certainly not a requirement to learn Tagalog. At Jollibee, we welcome and encourage talented people who have strong work ethics no matter their cultural background.”
An afterschool job for a nephew or niece could one day lead to the President’s office and all-you-can-eat Chickenjoy.
Anthony Maddela used to wonder about this fanatical obsession among Filipinos for Jollibee. After all, it’s just chicken. Last winter he visited a restaurant in downtown Chicago. God, family, friends and Chickenjoy.
More articles from Anthony Maddela
