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Case Sudy

Jollibee is the largest fast food chain in the Philippines, operating over 750 stores nationwide. In June 2021, a "fried towel" incident occurred at a Jollibee branch in Bonifacio Global City, where a towel was allegedly served instead of chicken. This went viral on social media and negatively impacted sales. Meanwhile, McDonald's launched a BTS meal promotion that gained significant customer attention. This case study evaluates Jollibee's response to the fried towel incident and loss of customers to the BTS meal. Potential solutions include strengthening food safety protocols, addressing customer satisfaction, and developing new marketing strategies to regain customer attention and loyalty.

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Ayra Bernabe
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1K views2 pages

Case Sudy

Jollibee is the largest fast food chain in the Philippines, operating over 750 stores nationwide. In June 2021, a "fried towel" incident occurred at a Jollibee branch in Bonifacio Global City, where a towel was allegedly served instead of chicken. This went viral on social media and negatively impacted sales. Meanwhile, McDonald's launched a BTS meal promotion that gained significant customer attention. This case study evaluates Jollibee's response to the fried towel incident and loss of customers to the BTS meal. Potential solutions include strengthening food safety protocols, addressing customer satisfaction, and developing new marketing strategies to regain customer attention and loyalty.

Uploaded by

Ayra Bernabe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Case Sudy

Jollibee is the Largest fast food chain in the Philippines .Operating a nationwide network of
over 750 stores. Its core business is the development operation and franchising of its quickservice
restaurant brands. Last june 3, 2021. Homegrown fast food brand Jolibee released a statement
regarding the “Fried towel’’ incedent that went viral on social media on June 1, 2021 the incident
happen in bonifacio global city Jollibee branch where said to be closed in 3 days for the deeper
investigation/inspection. On the sales marks down and negative comment not just in the area concern
but in all the branches as a whole.

In the middle of fried towel issue of the Jollibee food Corp & other competitions get hype too.
The launching of McDonalds BTS meals which support army fan of the Korean boy band verse get the
attention of all the customers and continuously increasing sales and make up In the market.

Problem

Fried towel of Bonifacio global city Jollibee branch serve to the customer that contracy to the
JFC (Jollibee food Corp) food safety protocols and the hype marketing strategy of the competition launch
the BTS meal find catch the 70% customer attention in the market.

Evaluation of the case

In imprementing or solving strategic business management need critical thinking and step by
step decision making internalize the whole problem and possible solution on it. The long term planning
of it may affect the whole competitions and have also a long term factors to it internal and external
affairs.

For the evaluation of this case problem this are the question need to be examine?

*what are the marketing strategy to be considered?

*how can we direct customer attention in good side?

*how major competitions strength and weakness changed?

*how satisfied customers regarding the coming of the issue?

*what are the opportunity knock on the down moment of the business?

Possible solution/changes

Safety is very important today in the middle of the great crisis we face which is the covid-19
pandemic. Customers are expecting clean ,safe and correct order in exchange to their loyalty and
money, The fried towel issue is the major problem face by the JFC entity which scientific and dinity their
name and logo. Down to the possible solution of it. 3 days suspension of the store closed for the
investigation it enough but they need more careful now for their actions regarding serving their food,
then after the 3 days store close of it management need talk action regarding the matter and fill some
action if the incident is guilty for it even the competition is the high gap between the launching of the
BTS meal quality is the most important of all the strength and weakness of onr entity is important before
going back to the food industry sector. The satisfaction and loyalty is much more to be earned again.
Based on the proper strategic implementation process.

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