Case | HBS Case Collection | July 1998 (Revised December 2001)

Jollibee Foods Corporation (A): International Expansion

by Christopher A. Bartlett and Jamie O'Connell


Noli Tingzon, newly-appointed international division VP at Jollibee, the Philippines-based hamburger chain, is faced with the challenge of expanding fast food operations in Asia in the face of stiff competition. The case describes Jollibee's six-year international expansion history and the lessons the company has learned. Against this background, Noli must decide among expansion opportunities in New Guinea, Hong Kong, and California.

Keywords: Organizational Change and Adaptation; Motivation and Incentives; Expansion; Global Range; Global Strategy; Food and Beverage Industry; Philippines;


Bartlett, Christopher A., and Jamie O'Connell. "Jollibee Foods Corporation (A): International Expansion." Harvard Business School Case 399-007, July 1998. (Revised December 2001.)