Jollibee's president on the strategies that have helped it to a massive AUV

In this episode of Take-Away with Sam Oches, Sam talks with Maribeth Dela Cruz, president of Jollibee North America, the domestic arm of the Philippines-based brand that has more than 1,700 locations globally and around 100 here in North America. Jollibee is at once familiar and unique for American consumers, as it primarily serves fried chicken — what it calls Chickenjoy — but also a broader menu with more outside the box items like spaghetti, burger steak, and ube pie. That mix of familiarity and novelty is helping Jollibee to expand quickly in the U.S., and not only within Filipino-American communities. It’s also helping Jollibee achieve average unit volumes just shy of $5 million — an incredible number for a QSR in a competitive category. Maribeth joined the podcast to talk about the strategies that have helped Jollibee establish such a strong foothold here in the U.S., and about the ways in which Jollibee leans into its heritage to create a warm, welcoming environment.

In this conversation, you’ll find out why:

• You should plot your growth where you can develop brand ambassadors
• The best path to consumers’ hearts is familiarity with a twist
• Franchisees must share your hospitality standards
• Great execution leads to great results
• From merch to a mascot, your branding can carry appeal far beyond the restaurants

Have feedback or ideas for Take-Away? Email Sam at sam.oches@informa.com.