Jollibee approached JIN in 2020 to support launching new restaurants across Europe, starting with two sites in Liverpool and Leicester, then the flagship in Leicester Square and the first site in Spain in 2021. We then rolled out the same successful store launch strategy to another seven sites across the UK.
Jollibee was relatively unknown outside the Filipino community in the UK. As a saturated market, with several large American-based competitors including KFC, McDonald’s and Burger King, as well as disruptor newcomers including Popeyes, the challenge was to launch Jollibee’s new stores to a wide audience of Gen Z and millennials, drive trial and generate buzz around the brand.
COVID-19 added a new challenge to open new restaurants with social distancing regulations in place and economic uncertainty.
How to promote a Filipino fast food in the UK since the market is already saturated?
How to attract a wide audience of Gen Z and millenials and generate buzz around the brand?
How to communicate on new restaurants opening while social distancing is in place?