Jollibee Delivery: A Taste of Joy Trumps Technology

Fast-food chain Jollibee used a digital and mobile approach to boost calls to its sales hotline and cash in on the food delivery boom in the Philippines.

Campaign details

Brand: Jollibee DeliveryBrand owner: Jollibee Foods CorporationAgencies: McCann Worldgroup Philippines, Inc.Market: PhilippinesIndustries: Restaurants & takeawaysMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Driven by digital, food delivery was growing exponentially in the Philippines. But despite being the country's number-one fast-food chain, Jollibee wasn't cashing in. Worse, delivery sales were steadily declining, trailing McDonald's for five years. While the competition had a fully-loaded digital infrastructure, from updated apps to interactive experiences, we had a…hotline.

Against McDonald's dominance, how could we convince people to...

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