Jollibee, fast food chain from the Philippines, is expanding its presence across the UAE to reach 25 outlets in the country by 2020. In line with its strategic launch plan, the brand has recently opened its 12th store in Al Ain Mall and it is set to open two more outlets over the next quarter in Abu Dhabi’s Al Wahda Mall and Dubai’s City Centre Deira.
The opening of the new outlets falls in line with the brand’s vision to expand its presence across the GCC. Jollibee has also widened the scope of its menu options to ensure it satisfies the diverse palates of the UAE.
“The UAE is a key expansion market for the brand, ever since we launched our first outlet in The Dubai Mall in 2015. As we continue to grow, our commitment to offer diverse choices and optimum value for money remains firm,” says Hisham Al Gurg, CEO, Jollibee UAE. “The awareness of the brand in the UAE is increasing rapidly. The launch of the new restaurants is driven by strong demand from customers, thereby bringing the brand closer, not only to the larger Filipino community present in the country, but also to several other nationalities, which we hope will now have the opportunity to experience a new culinary delight.”
An essential area of growth for the fast food chain is the soon-to-be launched chatbot ordering under the brand name of ‘Bee Talks’. Customers will be able to place their orders with the ease of a click via Jollibee’s Facebook Messenger or through their mobile browsers for home deliveries.
“We remain dedicated to supporting the growth of the F&B sector, particularly the quick service restaurants segment in the country, with the launch of several additional restaurants over the coming years and by generating outstanding innovations within the sector to help contribute to the UAE’s mission of building a prosperous economy,” adds Al Gurg.
Jollibee’s expansion plans in the UAE follow the brand’s ambitious overseas growth goals, as it plans to venture into new markets, such as the UK this year. The brand has also recently teamed up with Coca Cola as its beverage partner, adding to its range of drinks for summer to ensure greater customer satisfaction.
Jollibee was launched in 2015 in the UAE, where it operates under Golden Bee restaurants Pvt. Ltd. The Filipino chain has 39 outlets in the GCC, including the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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