The Jollibee Phenomenon Essay Example

briefly sits down to eat before resuming running and playing.

CUSTOMER PROFILE: The Teenage Barkada
Teenagers perceive Jollibee as one of many options.

Made up of high school students who enjoy Jollibee's affordable and familiar menu, they are now exposed to a wider variety of fast food establishments, such as McDonalds, KFC, and Burger King, influenced by their peers. On the other end of this group's spectrum, college students begin to view Jollibee as a potential hangout spot, especially on weeknights after classes. They stay until closing hours with friends. The busy young adult, also known as the customer on-the-go, frequently visits Jollibee after work. They either eat alone or with a small group of co-workers, often opting for take-out.

He appreciates Jollibee’s fast service that complements his busy and exhausting schedule. For the Busy Young Adult, visiting Jollibee may simply be part of their routine or chosen for its convenience due to the demands of their fast-paced lifestyle. The Filipino Family can often be spotted at Jollibee, driven by their children's insistence or as a reward for a day at the mall (as evidenced by their department store bags) or after attending Sunday mass (clad in their Sunday best). Time spent at Jollibee holds great value as it allows for precious bonding and quality time for both immediate and extended families.

OBSERVATIONS The Kids and their Families When children enter Jollibee, they perceive it as more than just a restaurant. To them, it is a playground where they freely run around and even dance on chairs and tables. They also view it as a toy store, shown by their interest

in the displayed toys and their requests for the Jolly Kiddie Meal. Additionally, it serves as a restaurant, catering to two types of children: those who confidently express their food preferences and those who will strongly voice their dissatisfaction if their parents mistakenly order the wrong meal (yes!

There are two types of children at Jollibee - those who fight for their preferred food and those who leave the decision to their parents and eat whatever is given to them. The most popular choices are Chickenjoy or Spaghetti, and if they're lucky, they may even get both. Once the food is served, Jollibee transforms back into a restaurant as the children settle down to eat. However, after they finish eating, be prepared for them to resume running and playing. Parents who want to leave Jollibee will often face a tough battle as they try to persuade, threaten, or even carry their kids out.

Parents continue to favor Jollibee because they perceive it as a convenient means to either reward or discipline their children. Essentially, Jollibee serves as a tool for parents to reinforce desired behavior. In fact, a conversation overheard once included the remark, "Alright, we won't go to Jollibee again if you continue acting that way." Upon entering Jollibee, customers typically search for an available table. During peak hours, the restaurant is usually packed with people. In such instances, the mother usually handles ordering while the father secures a table and the children play. However, when the father is absent, mothers often have their children reserve a table instead.