CBBE

Jollibee McDonalds
Resonance High loyalty especially

children. Children would
usually choose Chicken Joy in
their meals.
Low loyalty for adults
especially there are other fast
food restaurants you could
choose from.
High loyalty with high repeat
purchase, since the food they
serve are affordable.
High loyalty especially family.
Through its advertisement they
capture the hearts of people.
High Brand resonance easily
recalled and recognized.
High loyalty with high repeat
purchase, since the food they
serve are affordable.
Judgments Brand Superiority
-offers unique Filipino taste
Brand Quality
-affordable quality products
-strong brand identification
Brand Quality
-satisfied about the
level of products
quality and service for the price
they are paying

Feelings Satisfied taste of the food is
satisfying
Home offers Filipino style
setting and taste
Accessible there are
branches everywhere
Convenient near commercial
buildings
Cheap prices are lower than
competitors
Excitement it make the kids
feel they are experiencing
something special
Fun it has playhouse that
kids enjoy
Unhealthy offers food with
high calories
Patriotic it is originated in the
Philippines
Satisfied taste of the food is
satisfying
Foreign offers foreign setting
and taste
Classy they renovate their
store to look more classy
Clean renovating their store
makes it look clean
Fun it has a playhouse that
kids enjoy
Love they made commercials
that touches the customers
heart
Accessible they are branches
everywhere
Convenient near commercial
buildings
Unhealthy offers food with
high

Performance Cheap and Affordable- they
have really low prices that are
suitable for consumers who
are low in budget.
Variety in food choices - when
Cheap and Affordable- they
have really low prices that are
suitable for consumers who are
low in budget.
Variety in food choices when
it comes to choosing meals,
Jollibee has many choices e.g.
bangus cost 79 the 39ers like
Shanghai rolls, burger steak,
beef and mushroom, and pork
steak.
Fast Service they have 30
minutes guaranteed.
24/7 Service
Filipino standard - The way of
serving people in Jollibee
mostly are with rice. Jollibee
focus on more of Filipinos who
always eat rice rather than a
simple burger.
it comes to choosing meals,
McDonalds has choices of
McSavers e.g. burger, float,
sundae, fries and regular coke.
Fast Service they have 30
minutes guaranteed.
24/7 Service
American standard - The way
that McDonalds serve to people
is that they famous in burgers.
McDonalds has its own
specialty when it comes to buns
and additional side dishes in
every meal.

Imagery Jollibee was founded by Tony
Tan and his family with its
humble beginnings as an Ice
Cream Parlor which later grew
into an emerging global brand.
Jollibee is the largest fast food
chain in the Philippines,
operating a nationwide
network of over 750 stores. A
dominant market leader in the
Philippines, Jollibee enjoys the
share of the local market that
is more than all the other
multinational brands
combined. The company has
also embarked on an
aggressive international
expansion plan in the USA,
Vietnam, Hong Kong, Saudi
Arabia, Qatar and Brunei,
firmly establishing itself as a
growing international QSR
player.

The business began in the early
90's (1940), as a barbecue
restaurant operated by Richard
and Maurice McDonald in San
Bernardino, California. Their
introduction of the Speedee
Service System in 1948
furthered the principles of the
modern fast-food restaurant.
The original mascot speedy was
replaced by Ronald McDonald
by 1967. Businessman Ray Kroc
subsequently bought the chain
from the McDonald brothers
and made a worldwide growth.

A McDonald's restaurant is
operated either by a franchise,
an affiliate, or the corporation
itself. McDonald's Corporation
revenues come from the rent,
royalties, and fees paid by the
franchises, as well as sales in
company-operated restaurants.
McDonald's restaurants are
found in 118 countries.
McDonald's operates over
35,000 restaurants worldwide,
employing more than 1.7 million
people
Salience The salience of Jollibee is
obviously its Chicken Joy but
they have other products such
as Burgers, Fries, Beverages &
Desserts, Sandwiches and
side, breakfast meals and etc.
It is originally founded and
well known fast food brand in
the Philippines. It has a High
Brand Recognition (No.1 fast
food restaurant in the
Philippines.) When we look for
affordable meal or we have a
little budget we would think of
Jollibee. When we think of
Happy Meal Jollibee links into
our minds with its tagline
Bida ang Saya.
NEEDS SATISFIED: Food
Category Identification: Fast
food chain
The Salience of Mcdo is its
MCDO fries and has other
products such as burgers,
chicken and spaghetti, desserts
and etc. It is founded in San
Bernardino, California as a
drive-in Bar-B-Q restaurant. It
has a High Brand Recognition
(Brand is known as number one
fast food restaurant
worldwide). When we look for
fries we would think of
McDonalds. And we have seen
a lot of family related
advertisements that linkage to
McDonalds.
NEEDS SATISFIED: Food
Category Identification: Fast-
Food Chain

Conclusion:
We therefore conclude that the comparison of the two fast food chains (Jollibee and
McDonalds) were almost quite the same when it comes to products sold and rendered
service. They may differ in some but Jollibee is the most popular when it comes to family-
gathering, kids choice, many varieties of food, and most of all brand loyalty from all over the
Philippines.
Sources:
http://usatoday30.usatoday.com/money/industries/food/2011-05-06-mcdonalds-
revamp_n.htm
http://www.tripadvisor.com.ph/Restaurant_Review-g298573-d1472541-Reviews-or10-
Jollibee-Manila_Metro_Manila_Luzon.html#REVIEWS
http://www.tripadvisor.com.ph/Restaurant_Review-g298450-d1806781-Reviews-or10-
McDonald_s-Makati_Metro_Manila_Luzon.html#REVIEWS
http://www.world-actuality.com/index.php/health/665-top-10-things-why-fast-foods-are-
unhealthy
https://www.mcdonalds.com.ph/
http://www.jollibee.com.ph/

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Jollibee McDonalds

Resonance High loyalty especially

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