FEATURE JOLLIBEE: Of good food, fast and friendly service

Some say there are only two kinds of people — one who eats to live and one who lives to eat. Whichever group you belong, where else can you satisfy your urge for the most delectable burgers, spaghetti and fried chicken served hot and fast but at Saipan’s newest dining sensation, Jollibee.

Strategically located south of the commercial district of Garapan just across the Kristo Rai Parish Church, Jollibee has become a happy home to hundreds of loyal customers from various sectors on Saipan, including a good share of Japanese and Korean tourists.

Jollibee gives emphasis on the quality of food that goes out of its kitchen and how the restaurant’s alert staff of vibrant young men and women serves them.

“We make it a point that we give the friendliest service to our customers. We take pride on the quality of food that we serve and we make it a point that we approach our customers with courtesy and smile,” says Jollibee General Manager Ralph Yumul.

Mr. Yumul says Jollibee’s juicy, pure beef burgers, crispy chicken, sweet spaghetti and pies embedded with mangoes, peaches, banana and jack fruit have developed an army of loyal customers on the island.

“We follow Jollibee’s Food, Service and Cleanliness standard approach to performance to ensure that customers get only the best. That’s what we have offered our customers since day one and we know we are on the right track because we are approaching our second year and we are getting stronger,” he adds.

Jollibee’s entry to the local fast-food industry, which has been home to American giants, stirred excitement on the island as it managed to capture a good size of Saipan’s multi-ethnic market comprised mainly of Chamorros, Carolinians, Filipinos, Chinese, Koreans and Japanese.

This didn’t come as a surprise. After all, who would not fall in love with the Champ Burger which offers hints of garlic and soy flavor and the ever popular crispy-licious Chickenjoy which has been a popular product at all Jollibee branches both in the Philippines and overseas?

The Saipan branch is the 30th of Jollibee’s restaurants on foreign shores. It operates branches in Guam, Hong Kong, Middle East, Malaysia, Indonesia, Vietnam, southern China, Papua New Guinea, and the mainland United States.

In the Philippines, Jollibee controls 57 percent of the hamburger market compared with major rival McDonald’s 36 percent. Jollibee plans to expand its U.S. operations adding five more stores to the one existing outlet in Daly City, California.

Jollibee was launched in the Philippines more than two decades ago as an ice cream parlor at the heart of suburban Quezon City’s Cubao commercial district. While literally surrounded with competition, this first Jollibee branch remains in busy operation.

On Saipan, an indication of its aggressive marketing efforts aimed at cornering a bigger slice of the local market, Jollibee gears toward the opening of its second restaurant, located adjacent to the Mt. Carmel Cathedral in Chalan Kanoa, next year.

The Chalan Kanoa branch is part of the agreement sealed between Jollibee Foods Corporation-Philippines and YCO Corporation, which holds the fast food’s franchise in the Northern Marianas. YCO Corporation also owns Liberty Plaza and a chain of hardware stores on Saipan.

Jollibee’s expansion on Saipan is part of a business masterplan designed through collaboration between executives and marketing experts of the Jollibee main office in the Philippines and Saipan’s YCO Corporation.

Industry analysts believe there is enough market for another Jollibee restaurant on the island, considering the size of the Filipino community here, as well as the restaurant’s unique menu which appeal to both Oriental and Continental customers.

The company’s decision to open another branch on Saipan is dictated by current market demand, especially in strategic locations where there is a huge concentration of potential customers for its crispy fried chicken, juicy burgers, sweet spaghetti and others of original menu.

What others say about the world having only two types of people is not true. There are now three of them — those who eat to live; those who live to eat; and those who eat at Jollibee.

Kids party the jolly way

Children parties will never be the same again. Fast-food restaurant Jollibee is giving children on the island the most exciting party treats for all occasions.

General Manager Ralph Yumul says fun-filled parties await children who sign up for the restaurant’s Kid’s Club, as they chomp on their favorite Jollibee food that come packed with collectible toys.

Mr. Yumul says children parties held at the restaurant have doubled as children throughout the islands learn more about the fun they could have by celebrating their birthday at the restaurant.

The restaurant’s mascot, Jollibee, never fails to grace each of the children parties held at the branch to the delight and enjoyment of the celebrants and their army of guests.

“It’s a whole lot of fun for everyone. There are several times when even the accompanying adults would join in the activities that we prepare for the children. A party at Jollibee is truly an occasion to remember,” says Mr. Yumul.

At the same time, Jollibee is aggressively pushing its complete line of morning menu, giving breakfast skippers one good reason to swing away from their morning habit: a set of five luscious meals especially prepared to suit the island’s discriminating taste.

At Jollibee, aromatic Pancakes are served with bacon strips for only $1.99. Those who are in search for heavy meals can also get themselves a set of garlic rice, sunny side-up or scrambled egg and a choice of corned beef, longganisa (spiced sausage), tapa (beef strips), and tocino (sweet pork) at affordable prices ranging from $2.49 to $2.99.

Food lovers can also have a taste of the restaurant’s menu and place their own orders of JolliSpaghetti, JolliHotdog, JolliPalabok, Aloha Burger which includes a slice of pineapple, and the Jollipeach-mango pie.