MANILA, Philippines - Homegrown fastfood giant Jollibee Foods Corp. (JFC) and The Philippine STAR are celebrating a successful partnership that has spanned 10 years with a new breakfast promotion.
The new promo, which will start on May 1, provides customers of select Jollibee outlets in Metro Manila, northern and southern Luzon a copy of The STAR for free with a minimum food purchase of P120.
The tie-up between Jollibee and The STAR began in 2003 with the aim of reinforcing the habit of reading newspapers in the morning.
Harvey Ong, marketing vice president at Jollibee, said the long-standing partnership between the company and The Star reflects the group’s belief in the newspaper’s ethics and integrity.
“We’ve been very selective with the people we partner with. We’re just more than glad to have found one which is known for its integrity. We don’t mind partnering with The STAR over and over again,†Ong said.
For his part, Lucien Dy Tioco, SVP for sales and marketing at The STAR, said the newspaper is expected to benefit from the tie-up, given the millions of loyal customers of Jollibee.
“The STAR has become part of a daily routine and has become one of Jollibee’s breakfast attractions,†Dy Tioco said.
Owned by the Tan Caktiong family, Jollibee operates the largest food service network in the Philippines with 2,181 stores as of the end of December 2013 comprising the flagship Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal and Burger King.
It operates 583 stores abroad, including Yonghe King, Hong Zhuang Yuan, San Pin Wang and Chow Fun.
JFC also has a 50-percent interest in joint ventures for Highlands Coffee (Vietnam, Philippines) with 84 stores, Pho 24 (Vietnam, Indonesia, Philippines, Hong Kong, Macau and Japan) with 70 outlets and 12 Sabu (China) with eight.