'It's a team sport,' says Jollibee's global CMO on expanding worldwide and remaining hyperlocalised

In the ever-evolving landscape of digital marketing, companies such as Jollibee Group are setting remarkable examples of how to navigate multi-touchpoint customer journeys.

Speaking at Digital Marketing Asia 2024 in Singapore, David Beal, global chief marketing officer of Jollibee Group, highlighted the challenges faced in executing channel strategies, noting that the continuous evolution of consumer expectations requires brands to adapt swiftly and creatively. In fact, Beal likened it to team sports with goal posts that consistently evolve.

"The channel ecosystem is evolving. Customer expectations, of course, are always changing, and our assessment of what's working and what's not also keeps moving. Even with core KPIs clearly applied and clearly set into all the dashboards and all the monthly business reviews and all the stuff that we do, we can still have a fundamental challenge because of those shifting goal posts in terms of customer experiences and so on," said Beal.

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Beal added that there isn't a single strategy but rather, its strategy is to try to build as nimble a coalition of experts in individual components of that overall experience.

"So, I think it's a team sport. Being open to the idea that once you've set up that team, there are times where you might need to call in additional capabilities. You might realise, oh, actually, I've got a great team here, but we need somebody who can add something different to the team. That's the mindset that we try to embrace," said Beal.

That said, channel orchestration is just one of the strategies Beal highlighted. In conversation with MARKETING-INTERACTIVE, the Jollibee Group CMO delved deeper in the group's growth strategy across the Southeast Asia region, highlighting the unique challenges, opportunities and localisation strategies that are both effective and locally relevant.

MARKETING-INTERACTIVE: Jollibee has been expanding globally at a rapid pace. What were some of the key challenges and opportunities that Jollibee faced during its expansion?

Beal: One of the biggest challenges we faced was understanding and adapting to the diverse tastes of consumers across various countries. Jollibee’s menu is deeply rooted in familiar flavours, but as we entered new markets, we had to listen closely to local preferences and adjust accordingly without losing the essence of our brand.

Another challenge was establishing a strong supply chain in regions where we didn’t previously have a presence, which required significant investment and partnership-building.

We also have to identify the right franchisees in different markets that not only understand the local landscape but also share our values and vision for Jollibee. Without this alignment, it would be difficult to maintain the integrity of our brand as we expand.

On the flip side, the opportunities have been just as great. We found that in many markets, there is a growing demand for bold, flavourful food experiences, which aligned perfectly with Jollibee’s offering.

We also benefited from the enthusiasm of Filipino communities abroad who helped us introduce Jollibee to new audiences.

MARKETING-INTERACTIVE: Jollibee is a very popular Filipino brand. How did you navigate the cultural differences when expanding the brand into other markets such as Singapore for example?

Beal: When expanding into markets such as Singapore, we made it a point to respect and understand the local culture while staying true to what makes Jollibee special. For example, Singapore is known for its diverse food scene, so we made sure to incorporate that diversity into our offerings by introducing products that resonate with local palates, such as spicy chicken or regionally inspired sides.

At the same time, we knew that Jollibee’s unique identity, especially our customer service and fun, family-friendly atmosphere, could be a differentiator. It was about finding a balance—offering something familiar yet distinct enough to stand out.

MARKETING-INTERACTIVE: Balancing a strong global brand identity with local market preferences can be challenging. How does Jollibee approach this balance in its marketing strategies?

Beal: We approach this balance by focusing on the universal values that Jollibee stands for—joy and great-tasting food. These themes resonate across cultures. At the same time, we take great care in adapting our menus, campaigns, and even our in-store experiences to reflect local tastes and customs.

Our marketing strategies always start with a deep understanding of the local consumer—what drives them, what they value—so we can create relevant experiences while still maintaining the heart of the Jollibee brand.

MARKETING-INTERACTIVE: What role does brand localisation play in your marketing strategies when aiming for global growth?

Beal: Brand localisation is absolutely essential to Jollibee’s success across different cultures. While we maintain our core identity, we recognise that each market has its own unique tastes and preferences.

To truly connect with local customers, we take a tailored approach to our menu and marketing. For instance, in Vietnam, we introduced the sweet chili chicken, a double-breaded and saucy dish crafted specifically to exceed the expectations of our Vietnamese customers. It’s a flavour profile that resonates deeply with local palates.

Similarly, in Malaysia, we offer the sambalghetti, a special twist on our signature spaghetti, enhanced with authentic sambal spice to bring out a more familiar, robust flavor. These localised menu items not only satisfy local tastes but also show that we’re listening and committed to delivering a dining experience that feels personal and relevant in every market.

As a result of these successful brand localisation, we've seen success in appealing to mainstream locals, with percentages ranging from 60% to 100% of customers in several markets. These numbers prove that our ability to localise our brand and menu has successfully expanded our customer base beyond Filipino communities, solidifying Jollibee’s appeal to a broader audience.

MARKETING-INTERACTIVE: Could you share specific examples where Jollibee has successfully localised its marketing efforts?

Beal: In the UK, we have tapped into social media platforms such as Instagram and TikTok to engage with local audiences in a more personal and authentic way. Rather than just promoting products, we’ve focused on creating content that naturally fits into popular culture conversations. For example, our TikTok challenges and playful Instagram reels feature spontaneous, lighthearted moments with Jollibee, showcasing the brand as dynamic, fun, and full of surprises.

This strategy has helped position Jollibee as not just a restaurant, but as a friend who is part of the excitement and trends that matter to our customers. It reinforces our brand’s personality—fun, approachable, and always up for something new—which has resonated well with a younger, digitally savvy audience in the UK.

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