Jollibee Milan Is Finally Open And the Response Is Intense
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There were queues when Filipino fast-food giant Jollibee Europe opened its first-ever branch, in Milan.
An estimated 170,000 Filipinos live in the Italian city.
In the early hours of the outlet’s opening day, families, young people, members of the Filipino community, and even locals were lining up in front of the Jollibee store.
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“Gaining a foothold in Milan is a fundamental step for Jollibee, as well as a launch pad for the expansion of the brand to Europe,” says Jollibee Foods Corporation CEO Ernesto Tanmantiong.
Milan’s opening follows the signing of a JV between Jollibee Foods Corporation and Singapore Blackbird Holdings to take the fast-food chain into Europe.
“We want to bring Filipinos a taste of home, and at the same time share with Italians, who are famous for their gastronomic heritage, says Tanmantiong.
Questions & Answers
Q.Why did Jollibee choose Milan for its first European branch?
Why did Jollibee choose Milan for its first European branch?
Milan was chosen because it has an estimated 170,000 Filipino residents, which is a significant target market. Jollibee's CEO also stated that gaining a foothold in Milan is a fundamental step for expansion across Europe.
Q.What is Jollibee's broader strategy for entering the European market?
What is Jollibee's broader strategy for entering the European market?
Jollibee aims to expand its brand throughout Europe, using the Milan opening as a launch pad. The company also intends to offer a taste of home to Filipinos while sharing its food with local Italian customers.
Q.How was Jollibee's Milan opening received by the public?
How was Jollibee's Milan opening received by the public?
The Milan opening received an intense response, with queues forming in the early hours. Families, young people, members of the Filipino community, and locals were all observed lining up in front of the new store.
Q.Which companies are involved in bringing Jollibee to Europe?
Which companies are involved in bringing Jollibee to Europe?
Jollibee Foods Corporation has signed a joint venture with Singapore Blackbird Holdings. This partnership is responsible for taking the fast-food chain into the European market, starting with the Milan branch.