Jollibee tests new restaurant concept

By Elizabeth Sanchez-Lacson
Last updated 08:11am (Mla time) 07/26/2007

Fast-food giant Jollibee Foods Corp. has tested a new restaurant concept or a “carinderia” type that serves Filipino food at low prices.


In a disclosure to the Philippine Stock Exchange, Jollibee said it has introduced “Tio Pepe’s Karinderia,” which aims to lure the workforce in urban centers. The pilot restaurant is located at Edsa Central in Metro Manila’s Mandaluyong City.


Jollibee said the low-priced Filipino food is the biggest segment in the Philippine “eating-outside-of home” market. This includes dishes that are typically cooked and served in Filipino homes.


This is also a highly fragmented, inefficient market operating mainly in the informal sector of the economy.


“If the venture becomes successful, JFC would be able to raise this industry segment to a higher level of quality and efficiency thereby improving the lives of Filipino consumers, particularly those from the lower income households,” Jollibee said.


Jollibee said it would provide more consistency in food quality, better hygiene, sanitation, nutrition, food safety and better restaurant conditions at food prices the ordinary Filipino worker can afford.


The Jollibee group of companies operates the country’s biggest food service network with 1,385 stores in the Philippines as of June 30. These include 583 Jollibee stores, 367 Chowking stores, 237 Greenwich stores, 163 Red Ribbon stores and 35 Delifrance stores.


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