Integrating Jollibee’s Acquired Brands: A Guide To Coherent Marketing Strategy

Jollibee Foods Corporation (JFC) is becoming one of the world’s leading fast-food chains. Hailing from the Philippines, Jollibee now boasts a global presence. From its beginnings as a small ice cream parlour, Jollibee has become a multinational conglomerate with a multi-brand portfolio of homegrown restaurants and acquired international brands. Recently, Jollibee bought Tim Ho Wan, a Michelin-starred dim sum chain. 

With Jollibee’s growing international presence and portfolio, how would it manage its diverse brands? Does it have a coherent marketing strategy to expand its empire? What lessons will you learn about Jollibee’s marketing strategy that you can apply to your business? This article will explore those and:

• Brief Background of Jollibee and its Acquisitions
• Understanding the Challenges of Multi-Brand Integration
• Key Elements of a Coherent Marketing Strategy
• Digital Marketing as a Unifying Tool
• Leveraging Local SEO for Regional Success

The Growth of Jollibee

Jollibee began as a humble ice cream parlour in 1975 in the Philippines. Then, it developed its now iconic menu items, including the Chickenjoy, Jolly Spaghetti, and Peach Mango Pie. These items captured Filipinos’ hearts and found a following in international markets. The fast-food chain is known to localise its flavours while maintaining a consistent brand identity, which has been a key factor in its success. 

Jollibee has been expanding rapidly, with over 1,500 stores across 17 countries. The food company operates a mix of company-owned and franchised outlets. Here are some of its notable acquisitions:

Smashburger

Image source: Restaurant Business Online

• Acquisition Year: 2018
• Market Position: A premium burger chain headquartered in the United States.
• Unique Selling Proposition: Known for its “smashed” burger technique, Smashburger caters to consumers seeking gourmet-style burgers with high-quality ingredients and a modern dining experience.
• Strategic Value: This gives JFC a foothold in the highly competitive American burger market, aligning with its strategy to penetrate Western fast-food segments.

The Coffee Bean & Tea Leaf (CBTL)

Image source: Los Angeles Times

• Acquisition Year: 2019
• Market Position: A globally recognised café chain offering a premium selection of coffee, tea, and pastries.
• Unique Selling Proposition: CBTL appeals to a diverse customer base seeking an elevated coffee shop experience, particularly in regions where café culture thrives.
• Strategic Value: CBTL expands JFC’s reach into the growing café segment, enabling cross-promotional opportunities with its other brands. It also enhances JFC’s ability to compete with global giants like Starbucks.

Tim Ho Wan

Image source: Channel News Asia

• Acquisition Year: 2018 (Partnership with Tim Ho Wan’s parent company, later expanded to majority ownership in 2024).
• Market Position: A Michelin-starred dim sum chain originating from Hong Kong.
• Unique Selling Proposition: Offers a rare combination of affordable luxury, providing high-quality dim sum at accessible prices
• Strategic Value: Strengthens JFC’s presence in the Asian fine dining segment and positions it to cater to a growing middle-class demographic that values premium experiences.

Other Acquisitions and Partnerships

• Chowking: A Chinese fast-food brand with strong appeal in the Philippines and overseas.
• Mang Inasal: A fast-growing Filipino barbecue chain emphasising grilled chicken and rice meals.
• Red Ribbon: A bakery brand specialising in cakes and pastries, popular among Filipino communities worldwide.
• Yonghe King: A Chinese fast-food chain offering localised flavours in mainland China.

Jollibee’s varied acquisitions reflect its effort to diversify its portfolio, mitigate risks associated with relying on a single brand, and tap into high-growth market segments. By integrating these brands, Jollibee can offer various dining experiences, from fast-food convenience to affordable luxury dining.

These acquisitions also give Jollibee a strategic advantage in competing in new geographic markets, leveraging the strengths of these established brands with solid customer bases.

The Challenges of a Multi-Brand Integration

Though looking promising, having a diverse portfolio entails many significant challenges. The challenges mainly come from the differences in brand identity, regional market dynamics, and the complexities of managing operating and marketing across global markets. Let’s look at the challenges of integrating multiple brands into one coherent portfolio. 

Brand Identity Differences

Diverse acquisitions entail varied challenges. One of those hurdles is managing the contrasting identities of acquired brands while aligning them with the parent company’s overarching values. Each brand under Jollibee serves a different market segment and has a unique brand identity. Here are some of the notable contrasting positioning of Jollibee brands:

• Smashburger: This burger place appeals to consumers who want a premium experience in a modern, fast-casual setting.
• The Coffee Bean & Tea Leaf: This coffee shop targets enthusiasts who value a premium cafe atmosphere.
• Tim Ho Wan: This Michelin-starred brand serves customers seeking high-quality dim sum at affordable prices.

The flagship Jollibee fast-food restaurant is known for its casual, family-oriented identity. It also thrives on affordability and Filipino-inspired comfort food. The acquired brands, focusing more on affordable luxury experiences and prices, can sometimes clash with Jollibee’s core values and identity.

Therefore, integrating these brands requires a nuanced approach to avoid diluting individuality while aligning with Jollibee’s broader vision and core values. 

Regional Market Nuances

Jollibee operates across diverse regions with unique consumer preferences, cultural dynamics, and marketing expectations. Let’s examine how the following acquired brands cater to diverse global markets.

• Smashburger primarily serves the U.S. market, with intense competition in the burger segment.
• The Coffee Bean and Tea Leaf thrive in markets where cafe culture is prevalent, such as Southeast Asia, the Middle East, and some parts of the U.S.
• Tim Ho Wan serves Asian and Western audiences who desire authentic yet affordable dim sum experiences. 

The brands above have distinct regional strengths. Jollibee localised its offerings to cater to different markets depending on the taste of the local audiences. However, replicating this localisation model across its diverse acquisitions could lead to brand dilution or operational inefficiencies if not carefully managed. 

Operational and Marketing Silos

Another significant challenge is the potential for silos within operations and marketing teams, which can lead to inefficiencies and misaligned goals. 

• Issues with Unaligned Marketing Teams and Resources: Each brand under Jollibee has its marketing teams, which may operate independently and with minimal coordination. This siloed approach can result in inconsistent messaging, competing campaigns, and inefficiencies in resource allocation. 
• Operational Silos: Operationally, integrating supply chains, human resources, and technology systems across brands with differing requirements adds complexity. For instance, Smashburger may prioritise sourcing premium beef for its menu, while Tim Ho Wan focuses on maintaining the authenticity of its dim sum recipes.  

Key Elements of a Coherent Marketing Strategy

At this point, we know that integrating a multi-brand portfolio is challenging. Therefore, Jollibee must develop a marketing strategy that balances consistency with individuality. Below are the key elements for achieving this balance.

Unified Brand Storytelling

Creating a shared narrative across all brands helps build a cohesive image for Jollibee while maintaining the brand’s identity. Here’s how Jollibee does it:

• Emphasising Jollibee’s Overarching Mission and Values: Jollibee’s family-centric values can inspire similar messaging in Smashburger’s campaigns by highlighting moments of connection over premium burgers. 
• Crafting Narratives That Resonate Across Brands While Maintaining Individuality: Each Jollibee brand has a unique story. Unified storytelling does not mean similar stories but connecting these stories under a shared framework. Smashburger can focus on premium ingredients and innovation, while CBTL highlights its artisan heritage and sustainability efforts—all values under the umbrella of Jollibee brands.

Centralised Yet Flexible Marketing Operations

Efficient marketing operations require a balance between global oversight and local adaptability. Jollibee is doing this through:

Jollibee’s Centralised Marketing Hub

• Establishing a Centralised Hub for Global Campaigns: A centralised marketing hub allows Jollibee to maintain consistent messaging across brands. This hub can oversee major initiatives like global brand awareness campaigns highlighting Jollibee’s multi-brand portfolio. Jollibee also does unified seasonal promotions, such as holiday efforts incorporating elements from the acquired brands. Jollibee also collaborates cross-brand, such as with combo meals from CBTL and Jollibee’s breakfast meals.
• Allowing Regional Teams to Customise Based on Local Preferences: Regional teams should have the autonomy to tweak global campaigns to resonate with local audiences without straying from the overarching strategy. For example, CBTL can highlight menu items tailored to Asian palates, like matcha, pandan-flavoured drinks, or desserts.

Leveraging Data-Driven Insights

Data-driven decision-making is critical for optimising marketing efforts and ensuring the success of Jollibee’s multi-brand strategy. Thus, Jollibee leverages data through:

• Using Customer Data to Identify Overlaps and Gaps in Target Markets: Understanding data is power. Jollibee analyses customer demographics, preferences, and purchasing behaviours to uncover overlaps and opportunities for cross-brand promotions. Jollibee also uses data to identify gaps, pinpointing underserved demographics and regions where certain brands could expand their presence. 
• Tailoring Campaigns to Minimise Audience Engagement: Data insights enable Jollibee to craft targeted campaigns that resonate with specific audiences. Through data, Jollibee can create personalised offers where customers can receive discounts for trying other Jollibee brands, encouraging cross-brand patronage. Data also allows Jollibee to create geo-targeted ads like Smashburger, which runs promotions in its top-performing regions in the U.S. At the same time, Tim Ho Wan can focus its ads on new international markets. 

Digital Marketing as a Unifying Tool

Nowadays, digital platforms dominate in engaging customers. Hence, digital marketing is essential for Jollibee to unify its multi-brand portfolio while leveraging the unique strengths of each acquisition. Here are some ways Jollibee utilises digital marketing to strengthen its multi-brand portfolio:

Social Media Integration

Social media provides Jollibee with vast opportunities to create a unified and solid online presence across its brands while maintaining their individualities. 

• Consistent Branding Across Platforms While Promoting Diverse Offerings: Jollibee can establish a cohesive brand identity by adopting a standardised visual and messaging style across social media platforms. Moreover, acquired brands can still maintain their unique voices and campaigns. Smashburger can still highlight its premium ingredients. CTBL can focus on lifestyle and cafe culture. Tim Ho Wan can feature its craftsmanship that led them to earn their Michelin star. 
• Cross-promotion Between Brands: The acquired brands can do bundled offers or highlight a “Jollibee family” experience, enhancing customer awareness and driving multi-brand engagement.

SEO and Content Strategy

Markitors reported that 70% of marketers believe that SEO is more effective than paid channels. Therefore, Jollibee is investing in their search engine optimisation efforts through:

Jollibee’s Content Hub

• Creating Content Hubs for All Jollibee Brands Under One Platform: A centralised content hub like a dedicated JFC blog or microsite can showcase articles, features, promotions, and stories of all the Jollibee brands. This platform boosts cross-brand visibility and drives traffic and engagement by offering value-driven content.

Jollibee’s Optimised Keywords

• Optimising for Keywords: Targeting high-ranking, low-competition, and high-volume keywords can ensure Jollibee’s digital content ranks well on search engines. Examples can be “Global fast-food marketing” and “Jollibee promotions.” 

Jollibee can further boost SEO performance and enhance its digital footprint by interlinking content across the brands’ websites plus dominating relevant keywords. 

E-commerce and App Ecosystem

In 2024, a whopping 1.6 billion users are in the food segment in the e-commerce market. Jollibee can leverage this vast audience by entering the e-commerce market and making it accessible through mobile applications. Today, Jollibee has its app, but to unify its brands in the e-commerce space, it has to do the following:

• Unified App for Delivery and Rewards: Developing a single app that combines delivery, loyalty rewards, and brand exploration can significantly enhance customer convenience. The app can include brand discovery that interlinks other acquired brands, centralised delivery that allows customers to order from multiple brands in one transaction, and loyalty rewards that unify the rewards program across different brands. 
• Personalised Offers Based on Customer Preferences: Leveraging data analytics, Jollibee can create personalised offers tailored to customer behaviour. For example, a customer frequently ordering Jollibee’s Chickenjoy might receive a discount for Smashburger’s premium burgers. Jollibee can also offer seasonal campaigns across its various brands to drive multi-brand engagement.

Leveraging Local SEO for Regional Success

To achieve regional success, local SEO is essential. By tailoring search engine optimisation efforts to local markets, Jollibee can enhance visibility, drive foot traffic to physical outlets, and foster stronger connections with regional audiences. Below are the key components of a local SEO strategy tailored to Jollibee’s multi-brand portfolio:

Optimising Each Brand for Local Search Results

Every Jollibee brand should optimise location-specific search queries to ensure potential customers find them easily online. 

• Localised Keywords: Each brand should incorporate region-specific keywords into its website, blog posts, and menu descriptions. Jollibee should incorporate local terms, cultural references, or regional slang into content to improve search relevance and resonance with local audiences. Here are some examples:

Brand	Sample Keywords
Tim Ho Wan	“Best dim sum in Singapore” “Authentic Chinese food near me”
Smashburger	“Premium Burgers in Denver” “Fast-casual dining near New York”
The Coffee Bean & Tea Leaf (CBTL)	“Speciality coffee in Los Angeles” “Coffee shops open late in Manila”

Tim Ho Wan’s Google My Business Profile

• Google My Business (GMB) Optimisation: Every brand must be verified and updated GMB profiles for all locations. Profiles should include accurate NAP (Name, Address, Phone Number) information. They should also include high-quality images of the outlets, menus, and signature dishes. Moreover, they should highlight positive customer reviews to build credibility. 
• Local Listing and Directories: Submitting each brand’s information to local directories and food review platforms like Yelp, Zomato, and TripAdvisor enhances search visibility and customer trust. 

Using Geo-Targeted Campaigns to Promote Regional Offerings

Localised digital campaigns ensure that Jollibee brands remain relevant and appealing to specific markets. 

• Promoting Regional Menus: Geo-targeted campaigns can emphasise regionally tailored menu items, often a critical selling point. For example, Tim Ho Wan in Asia can highlight locally inspired dim sum flavours or regional specialities like salted egg custard buns in Singapore or pork dumplings in Hong Kong.
• Hyperlocal Ads: By leveraging platforms like Google Ads and social media, Jollibee can run hyperlocal campaigns to target customers within a specific radius of its outlets. For example, a campaign targeting commuters in Manila might advertise Jollibee’s quick breakfast options.
• Localised Content Marketing: Creating blogs, videos, and social media content tailored to local audiences helps build stronger regional connections. For example, CBTL could share stories about its coffee-sourcing partnerships in specific regions to connect with ethically conscious customers. 

Case Study: Tim Ho Wan in Asia versus Smashburger in the USA

Let’s look into how Tim Ho Wan and Smashburger mastered their local SEO in their respective strong regions. Take note of the following strategy of each brand:

• Tim Ho Wan: Emphasise quality, tradition, and authenticity to build on its reputation as a Michelin-starred dim sum brand.
• Smashburger: Highlight its chef-inspired approach and premium ingredients, which are appealing to fast-casual diners. 

Local SEO Application	Tim Ho Wan in Asia	Smashburger in the USA
Keywords	“Michelin-star dim sum Singapore” or “Cantonese dumplings Hong King”	“Best burgers in Denver “Craft burgers near me”
Geo-targeted Promotions	Highlighting new menu items or exclusive deals in major Asian cities	Seasonal offerings or combos like “Try our BBQ Bacon Burger in Texas for a limited time.”
Partnerships	Collaborating with popular Asian food delivery platforms like GrabFood and Foodpanda, ensuring a strong SEO presence on their apps.	Leveraging US-based food delivery platforms like DoorDash or Uber Eats to boost visibility and sales.

JFC can ensure its brands resonate with diverse regional markets by prioritising local SEO and geo-targeted campaigns. Tailoring strategies to each brand’s unique identity while aligning with local preferences enhances visibility and fosters deeper customer loyalty.

Whether it’s Tim Ho Wan’s authentic dim sum in Asia or Smashburger’s premium burgers in the U.S., a strong focus on local SEO ensures that JFC’s brands thrive in their respective markets while contributing to the corporation’s global success.

Frequently Asked Questions

Why is it important for Jollibee to have a unified marketing strategy for its acquired brands?

A unified marketing strategy allows Jollibee Foods Corporation (JFC) to leverage its global brand strength while maintaining the unique identity of its acquisitions. This effort ensures consistent messaging, better resource allocation, and enhanced brand synergy, which can lead to increased customer loyalty and market share.

How can Jollibee balance brand individuality and overarching corporate identity?

Jollibee can achieve this balance through unified brand storytelling, where each brand can maintain unique strengths and identity while aligning with JFC’s core values, such as quality and customer satisfaction. Centralised yet flexible marketing operations can help manage this dual approach effectively.

What are the biggest challenges Jollibee faces in integrating multiple restaurant brands?

Key challenges include:

• Maintaining brand identity amidst integration.
• Catering to diverse regional markets with varying consumer preferences.
• Overcoming operational and marketing silos that can hinder collaboration between teams.

How can digital marketing help unify Jollibee’s restaurant portfolio?

Digital marketing provides tools like social media integration, centralised content hubs, and unified e-commerce platforms. These tools ensure consistent branding, optimise online visibility through SEO strategies and enable personalised offers via apps and data-driven insights.

What role does local SEO play in Jollibee’s marketing strategy?

Local SEO ensures that each JFC brand is optimised for visibility in specific regions. It helps attract local customers by incorporating geo-targeted keywords, localised campaigns, and partnerships with local food delivery platforms, thus boosting regional engagement and sales.