Skip to main content

Jollibee Ranks as Top Quick Service in COMMUNIST Vietnam

Foreign Trade University

It's time for another Jollibee-related post. I first wrote an article about Jollibee's success in the world market in 2022. I "followed up" the post I just shared with an article talking about hypocritically rejoing that Jollibee is rising worldwide, while still opposing FDI. My recent focus has been on Jollibee World's success in Vietnam. I'd like to share an excerpt from this ABS-CBN News report by Arthur Fuentes:

Since debuting in Ho Chi Minh City in 2005, the chain has expanded to over 250 outlets across 50 provinces. Jollibee said its strategy has relied on "local relevance," tailoring its flagship fried chicken and spaghetti to Vietnamese palates while aggressively targeting the youth demographic. 

“Vietnam is a highly dynamic and competitive market, and our progress reflects our focus on understanding local consumers and executing well on the fundamentals,” said Ernesto Tanmantiong, Global President and CEO of Jollibee Group.

He added that the success "reinforces our belief that long-term growth in international markets comes from staying relevant to consumers while building strong operating foundations."

The brand's rise has been bolstered by a diverse mix of mall-based and delivery-focused hubs, the company said. Dennis Flores, President of Jollibee’s EMEAA region, credited the local team's "commitment to getting the fundamentals right" for the top ranking.

“We’re grateful to the Vietnamese consumers who continue to choose Jollibee and make us part of their everyday moments,” Flores said.

Why in the world are some Filipinos rejoicing over Jollibee's worldwide expansion while simultaneously crying about FDIs entering the Philippines? If we think about the news, Jollibee's expansion in other countries was made possible through FDI-friendly policies. In fact, it was through Doi Moi that Vietnam actually progressed. Vietnam didn't wait until it was stable before they opened up its economy to foreign investors. Vietnam opened its economy while they were still at its lowest point, post-Vietnam War. 

Yes, a lot of people in Communist Vietnam have loved Jollibee since 2005. Vietnam continues to retain its sovereignty even while accepting FDIs. The Vietnamese youths (which also include the Ho Chi Minh Communist Youth Union) have been the target. Jollibee knew its target market. Vietnam got "addicted" to FDI that it actually maintained its Doi Moi. Ironically, the Foreign Trade University was established on August 20, 1960, sometime before Doi Moi happened in 1986. Today, the FTU has become one of Vietnam's top business schools in a Communist country. 

Despite being a Communist country, Vietnam shifted away from pure ideology to an evolving ideology. Jollibee came from a democratic country. But now, it's the top quick service of Communist Vietnam. So really, what's the Philippines' excuse now now to remove the 60-40 policy, considering that it's actually a democratic country? 

Labels:

Most read posts this week

I Can’t Expect More Filipinos to Do Proactive Healthcare under the Filipino First Policy

Presidential Communications Office Yes, it's almost Christmas, and I expect Filipinos to ignore their health . It's easy to get caught with the symptoms, right? I wrote a Throwback Thursday post where I discussed the wrongness of the slogan, " An apple a day keeps the doctor away. " This has resulted in the reactive healthcare side, where people  avoid seeing the doctor. In the case of the dentist, I remember growing up with the threat of the dentist, such as, "If you eat too many sweets, we will have to go to the dentist." The result was that the dentist and the doctor aren't seen as friends but as boogeymen.  Midland Sports Rehab In fact, proactive healthcare is something I'm switching to right now. I had a visit with a cardiologist who put me on 24-hour ambulatory blood pressure monitoring (ABPM). It was discovered that I had asymptomatic hypertension . The doctor said, "We shall not wait until you come here holding your chest." In fact,...
Read more

The Filipino Boomer Paradox: FOREIGN-MADE Smartphones in Hand, Anti-FDI Rants Online

Henry Rose Lee There's always the statement about stubborn boomers, isn't there? I'm glad not every boomer I meet is stubborn. There's this sad truth— we have boomers who tend to think everyone after them is "having it easy"—all the while ignoring the convenience cost . As of recent, I thought about how funny Facebook posts can be against the Philippines and foreign investments. I could see some classic Gen Z rants (done by the now-defunct Philippine Anti-Fascist League) posting against FDI as "destructive and exploitative". I often assume that there's a pipeline of ideas, like the parents were probably members of Makabayan Bloc's fronts. This time, I want to focus on a particularly funny pattern I wish I noticed sooner. That pattern is all about Filipino boomers (1946—1964) using foreign-made smartphones to type anti-FDI rants ! I noticed several anti-FDI rants (especially in the comments section  of several constitutional reform pages or in...
Read more

The Philippines, Apple Inc. and the BOTTLENECK with Article XII of the 1987 Constitution

Inquirer A day ago, President Ferdinand "Bongbong" Romualdez Marcos (above) was seen ceremonially  giving away 209 Apple MacBook Neo units in Dagupan City, Pangasinan. This was news from the Inquirer . On GMA News , I thought about the DepEd deal with Apple Inc. I will give an excerpt  from the  GMA News   article on the deal itself: " We welcome Apple's participation in this procurement to bring MacBook Neo to our teachers. It isn't just about handing out world-class hardware with five-year warranties; it's about giving our educators the best tools, backed by robust training so they can focus on what matters most: teaching our children ," he (Sonny Angara, emphasis mine) added. Apple Chief Executive Officer John Ternus also spoke about the deal during Apple's Financial Results Conference Call for 4th Quarter 2026. Ternus said he was excited for the opportunities that Apple had ahead of it, including services to fields such as health and education. H...
Read more