The Magic of Jollibee: How the Filipino fast food chain is capturing hearts worldwide

Food connects people in so many ways. With every ingredient and every flavor comes a precious story kept in a person’s heart wherever they go. This is what makes food special and personal. A simple waft of a homemade dish can easily transport you back to your childhood, when you were in your mom’s kitchen as she busily chopped ingredients and stirred the pot on the stove.

The aroma of food can bring in a wave of good old memories. Home-cooked meals typically create this kind of nostalgia. But a fast food chain from the Philippines has been successfully doing this, time and time again, for many Filipinos in the country — and today all over the globe as well.

“Langhap sarap”

Jollibee’s one-of-a-kind “langhap sarap” has been a joy to almost every Filipino family. And with its branches in the US, Vietnam, Brunei, Macau, Qatar, Hong Kong, Kuwait, and most recently London, the homegrown fast food chain has also been providing comfort to those who miss home.

Of course, having these international branches also means having the chance to introduce the peculiar flavors of Filipino fast food to foreigners.

Although heavily influenced by American cuisine, Jollibee’s menu is still very Filipino in every bite — a characteristic that hasn’t been lost in its expansion overseas. The ChickenJoy, with its salty taste and a slight hint of sweet and sour, remains its bestseller, as it perfectly captures the Filipino palate. Now with a spicy version for an added kick, this special recipe of fried chicken has started to please more people of all ages and ethnicities.

The taste of Jollibee’s food may come off as strange to first-timers. Filipino-style spaghetti, for instance, is sweeter than what most people are used to. But it is because of these distinct flavors that many Filipino hearts have been captured by Jollibee. Even the entry of McDonald’s and other fast food chains to the Philippines couldn’t break the special bond between Pinoys and the ‘bee.

Jollibee: more than just ChickenJoy

Jollibee is more than a Philippine version of McDonald’s, and it is more than its ChickenJoy’s “langhap sarap.” Jollibee has essentially become part of Filipino life. It is a place for families to come together during Sundays. It is where parents take their kids to indulge in a meal that they can only afford once in a while. It is where kids celebrate birthdays with the Jollibee mascot dancing for them. With its infectious smile and pleasant face, it’s an understatement to say that Jollibee’s mascot is the Filipino child’s best friend.

And for Pinoys living abroad, Jollibee has become a place to remember home — to feel like they’re home. This special sentimentality is enough to draw the Filipino community in. The night before the opening of Jollibee’s London branch, a massive queue of excited diners already formed on the street.

Tugging the heartstrings

The emotional appeal of Jollibee is, of course, reinforced by its tearjerker ads that come out during special holidays such as Mother’s Day, Father’s Day, Grandparent’s Day, Valentine’s Day, Christmas, etc.

They effectively tug at the viewers’ heartstrings because the stories are relatable; they capture Filipino values and traditions. Every time a “Kwentong Jollibee” video is released, it gets millions of views.

Banking on the emotional expressiveness of Pinoys, Jollibee has mastered the art of creating viral videos. The short films have simple storylines that  work so well because the stories and values are relatable and familiar to every Filipino.

Here’s one of our favorites:

Has Jollibee made a mark on your life as a Filipino?