Jollibee Disrupts UAE QSR Market – News

The global brand, which entered the domestic market in 2015, is growing exponentially. Diners savor the crispy, spicy and juicy taste of fried chicken, coupled with an incredible price that beats the competition hands down



Published: Fri 7 Oct 2022, 11:29

Last update: Fri, Oct 7, 2022, 11:32 AM

Jollibee, a relatively new entrant in the competitive quick service restaurant (QSR) industry in the UAE, which debuted in 2015, has taken the market by storm as diners appreciate its personalized and affordable offerings.

So what makes Jollibee such a rage?

The brand’s piece de resistance is Chickenjoy which is delicately hand-breaded for a crispy exterior, cooked hotter and faster for maximum juiciness and marinated to the bone for next-level flavor. The signature dish tickles diners’ palates, encouraging them to head to the nearest outlet for an encore.

The United Arab Emirates, a melting pot of over 200 nationalities, is known to expats and Emiratis alike, who like to kick their fried chicken fiery and look no further than Jollibee’s Spicy Chickenjoy.

The brand is disrupting the QSR sector due to unparalleled quality and affordability, such as the two-piece Chickenjoy and Dh15 fries.

Data shows that Jollibee’s products are at least 40% more affordable than its immediate competitors while maintaining superior quality and service – hallmarks of a trusted QSR brand.

Plus, diners can’t seem to get enough of the mouth-watering sauce, a sauce that complements Chickenjoy like no other condiment. Hands down, this is the crispiest, juiciest fried chicken we’ve ever tasted.

As the UAE heads into “the coolest winter in the Arabian Gulf”, head to the nearest Jollibee outlet – there are 19 spread across the country – to sample your favorite items in an eclectic QSR menu, available only for the domestic market such as the curry-flavored chicken rice bowl which is inspired by the various variations of South Asian biriyani.

The brand story

Tony Tan Caktiong, a Filipino billionaire businessman of Chinese descent, is the founder and chairman of Jollibee Foods Corporation. Jollibee, the popular restaurant chain, was founded in 1978 and has since become the market leader in the QSR category in the Philippines, Caktiong’s homeland.

The brand, which debuted in the United Arab Emirates in 2015, has more than 1,500 outlets in 17 countries, including the United States of America (USA), United Kingdom, Canada, Singapore, Kingdom of Saudi Arabia (KSA), Qatar, Oman, Kuwait, Bahrain and Spain.

In the United Arab Emirates alone, Jollibee – a joint venture between Seed Group and Jollibee Foods Corporation (JFC) – operates 19 stores, including Dubai (9), Abu Dhabi (6), Sharjah (2), Ajman and Ras Al Khaimah, one each, respectively.

Jollibee has made rapid progress since its inception. And its popularity has found the endorsement of none other than the late celebrity chef and thrill seeker, Anthony Bourdain, who called Jollibee “the craziest, happiest place on Earth” on his hit documentary show. on cooking and travel from CNN’s “Parts Unknown.”

For the uninitiated, JFC’s parent company, the Jollibee Group, which is listed on the Philippine Stock Exchange, operates more than 5,900 stores globally through 18 brands and is present in 34 countries.

Incredible offer

Chickenjoy two pieces with fries: 15 Dh

Bowl of curry flavored chicken rice: 12 Dh

Peach and mango pie (from

Philippines): Dh7

For more details

call 600587000

or visit: www.jollibeeuae.com

[email protected]

About Tammy N. McFarlane

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