Part I.

Profile Jollibee Logo Profile Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lions share of the local market that is more than all the other multinational brands combined. The company has also embarked on an aggressive international expansion plan in the USA, Vietnam, Hong Kong, Saudi Arabia, Qatar and Brunei, firmly establishing itself as a growing international QSR player. To serve great tasting food, bringing the joy of eating to everyone. McDonalds McDonalds is the leading global foodservice retailer with more than 34,000 local restaurants serving approximately 69 million people in 119 countries each day. More than 80% of McDonalds restaurants worldwide are owned and operated by independent local men and women. Our goal is becoming customers favorite way and place to eat and drink by serving core favorites such as the world famous French Fries, Big Mac, Quarter Pounder and Chicken McNuggets.

Mission

McDonalds brand mission is to be our customers favorite place and way to eat. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers experience. We place the customer experience at the core of all we do. Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service in a clean, welcoming environment, at a great value. Our goal is quality, service, cleanliness and value (QSC&V) for each and every customer, each and every time. We are committed to our people. We provide opportunity, nurture talent, develop leaders and reward achievement. We believe that a team of well-trained individuals with diverse backgrounds and experiences, working together in an environment that

Values

Customer Focus Excellence Respect for the Individual Teamwork Spirit of Family and Fun Humility to Listen and Learn Honesty and Integrity Frugality

History

1975 Mr. Tony Tan and his family opens a Magnolia Ice cream parlor at Cubao. This is later to become the 1st Jollibee Outlet. 1978 Bakery is established in Cubao. st Jollibee posts 1 year sales of P2 million Jollibee incorporates as a

fosters respect and drives high levels of engagement, is essential to our continued success. We believe in the McDonalds System. McDonalds business model, depicted by our three-legged stool of owner/operators, suppliers, and company employees, is our foundation, and balancing the interests of all three groups is key. We operate our business ethically. Sound ethics is good business. At McDonalds, we hold ourselves and conduct our business to high standards of fairness, honesty, and integrity. We are individually accountable and collectively responsible. We give back to our communities. We take seriously the responsibilities that come with being a leader. We help our customers build better communities, support Ronald McDonald House Charities, and leverage our size, scope and resources to help make the world a better place. We grow our business profitably. McDonalds is a publicly traded company. As such, we work to provide sustained profitable growth for our shareholders. This requires a continuous focus on our customers and the health of our system. We strive continually to improve. We are a learning organization that aims to anticipate and respond to changing customer, employee and system needs through constant evolution and innovation. 1937: Patrick McDonald opens a hamburger and drinks stand called The Airdrome on historic Route 66 (now Huntington Drive) near the Monrovia Airport in Monrovia, California. 1940: Brothers Richard and Maurice McDonald move The Airdrome building 40 miles (64 km) east to San Bernardino, California, where they open the first McDonalds restaurant, near U.S. Route 66, at West 14th St and 1398 North E St.,

100% Filipino-owned company, with seven Jollibee fast- food restaurants within Metro Manila as initial network and the Yumburger as flagship product. 1979 Spaghetti Special is introduced st 1 Franchise owned store opens at Ronquillo Sta. Cruz. 1980 st Jollibee launches its 1 TV commercial. Jollibee Chickenjoy and French Fries are launched. The well-loved Jollibee mascot is conceived to support brand awareness and identity efforts. Other mascots are later introduced. Jollibee launches Chickenjoy, which becomes one of its bestselling menu items. 1981 Jollibee Foods Corporation enters list of Top 1000 Corporations. Jollibee ended the year with 10 stores 1982 Jollibee pioneers the use of in-store promotions, novelty premium items and Kiddie Birthday packages for kids. Palabok Fiesta is introduced. Jollibee Langhap Sarap TV ad 1983 The Langhap-Sarap TV ad Campaign is launched.

on May 15. Its menu consisted of 25 items, mostly barbecue. As was common at the time, they employed around 20 carhops. It became a popular and highly profitable teen hangout, and it was directed by Eric VanDemark. 1948: After noting that almost all of their profits came from hamburgers, the brothers closed the restaurant for several months to implement their innovative Speedee Service System, a streamlined assembly line for hamburgers. The carhops are fired, and when the restaurant reopens it sells only hamburgers, milkshakes, and french fries. At 15 cents, the burgers are about half as expensive as at standard diners, and they are served immediately. The restaurant is extremely successful, and its fame is spread by word of mouth. 1953: The McDonalds begin to franchise their restaurant, with Neil Fox the first franchisee. The second McDonalds opens in Phoenix, Arizona at N. Central Ave and Indian School Road. It is the first to feature the Golden Arches design; later this year the original restaurant in San Bernardino is rebuilt in the same style. 1953: Third McDonalds restaurant opens, in Downey, California at the corner of Lakewood Blvd and Florence Avenue, and is theoldest McDonalds restaurant still in operation.[7] 1954: Entrepreneur and milkshake-mixer salesman Ray Kroc becomes fascinated by the McDonalds restaurant during a sales visit, when he learns of its extraordinary capacity and popularity. Others who had visited the restaurant and come away inspired wereJames McLamore, founder of Burger King, and Glen Bell, founder of Taco Bell. After seeing the restaurant in operation, Kroc approaches the McDonald

Chickee and Lady Moo join the Jollibee mascots The Champ hamburger 1984 Champ hamburger is launched. Jollibee enters list of Top 500 Corporations and assumes market leadership in local fast food industry. Mascots Champ and Hetty join the Jollibee family. WEA gives Jollibee Gold record award for the outstanding sales of Jollibee songs. 1985 Jollibee becomes the market leader of the fastfood industry. Breakfast Joys are introduced. Langhap-Sarap awarded most effective ad campaign in the food category during the 9th Philippine Advertising Congress. 1986 th Jollibee wins the 9 International Foods Award from El Comestible in Barcelona, Spain. Tony Tan wins the Agora Award for entrepreneurship given by the Philippine Marketing Association. Top 250 Corporation list include Jollibee Foods Corporation. st Jollibee opens its 1 international store in Taiwan Jollibee adds Chunky Chicken Sandwich in its menu. Jollibee No. 1 again in 87 1987 nd 2 Taiwan store opens.

brothers, who have already begun franchising, with a proposition to let him franchise McDonalds restaurants outside the companys home base of California and Arizona, with himself as the first franchisee. Kroc works hard to sell McDonalds. He even attempts to prevail on his wartime acquaintance with Walt Disney, in the failed hope of opening a McDonalds at the soon-to-beopened Disneyland. 1955: Ray Kroc founds McDonalds Systems, Inc. on March 2, as a legal structure for his planned franchises. Kroc opens the ninth McDonalds restaurant in Des Plaines, Illinois, in suburban Chicago on April 15. 1955: Ray Kroc hires Fred L. Turner (later CEO and Chairman) as a grillman in his store in Des Plaines. 1958: McDonalds worldwide sells its 100 millionth hamburger. 1958: First Tampa Bay Area location of McDonalds opens in Tampa, Florida. th 1959: The 100 McDonalds restaurant opens in Fond du Lac, Wisconsin. 1959: McDonalds begins billboard advertising. 1960s

1960: First New England location of McDonalds opens in Boston, Massachusetts. 1960: Krocs company is renamed McDonalds Corporation. 1961: The McDonald brothers agree to sell Kroc business rights to their operation for $2.7 million, a sum that Kroc borrows from a number of investors, including Princeton University; Kroc considers the sum extreme, and it strains his relationship with the brothers. In a handshake agreement, the brothers would

Sales of 570 million pushes Jollibee into the elite Top 100 Corporations. st Jollibee opens 1 fast food outlet in Brunei, marking its entry into the global market. 1988 Jolly Twirls softserve is successfully launched. Jollibee system wide sales hit P921 million, further leading market share of 31% in the fast food industry and a dominant 57% share in the hamburger segment. th Jollibee celebrates 10 year anniversary. Tony Tan is named one of the Ten Outstanding Manilans. Jollibee wins the Anvil Award for outstanding PR campaign in relation to the achievement of marketing objective with its Filipino Talents campaign. 1989 nd 2 Brunei store opens. Balut and Ligaw TV commercials wins the Kidlat Award in the Service and Leisure Products category during the 11th Philippine Ad Congress. Jollibee sales hit P1.3 billion marks, first fast food chain to surpass billion-peso sales mark. 1990 Jollibee adds coleslaw, Jolly Hotdog, Chickenjoy Take-Me-Out and Peach mango Pie to its ever-

also receive an overriding royalty of 1% on the gross sales. At the closing table the brothers told Ray that they were giving the real estate and rights to the original unit to the founding employees. Ray closed the transaction, then refused to acknowledge the royalty portion of the agreement because it wasnt in writing. The brothers keep their original restaurant, but in an oversight they fail to retain the right to remain a McDonalds franchise. Renamed The Big M, Kroc drives it out of business by opening a McDonalds just one block north; he attends the opening. Had the brothers maintained their original agreement, which granted them 0.5% of the chains annual revenues, they or their heirs would have been collecting in excess of $100 million per year today. Had the brothers closed their handshake agreement with Ray, these royalties would have doubled. 1961: Hamburger University opens in the basement of the Elk Grove Village, Illinois, McDonalds restaurant. Bachelor of Hamburgology degrees went to graduating class of 15. 1962: McDonalds first national magazine ad appears in Life magazine. 1962: The first McDonalds restaurant with seating opens in Denver, Colorado. 1963: One of Krocs marketing insights is his decision to advertise McDonalds hamburgers to families and children. Washington, D.C. franchisees John Gibson and Oscar Goldstein (Gee Gee Distributing Corporation) sponsor a childrens show on WRC-TV called Bozo the Clown, a franchised character played by Willard Scott from 1959 until 1962. After the show was cancelled, Goldstein hires Scott to portray McDonalds new mascot, named Ronald McDonald. According to Scott, they wanted to pay him

growing menu. Jollibee post sales of P1.8 billion. Tony Tan is awarded the Triple Award by AIM as Outstanding AIM Alumnus. Jollibee receives the Excellence in Marketing Management Award from the Asian Institute of Management. 1991 th Jollibees 100 store opens in Davao City. Jollibee opens a record high of 35 new stores. st Opens 1 store outside Luzon in Cagayan de Oro City. Jollibee launches its Pancakes and Jolly Meals. Jollibee sales hit a whopping P2.65 billion. The Lola TV commercial wins the Grand Araw Award and an award of excellence for the promotion of Filipino Values during the Philippine Ad Congress. Jollibee receives award for the outstanding Corporate Safety Consciousness Programs by the Safety Organization of the Philippines (SOP). 1992 Jollibee sales hit the P3.365 billion. Started using frozen patties for its popular hamburgers. Improved softserve ice cream line by offering fruit flavored ice cream. Acquired 73% if the

in stock, but Scott decided to take the money. Scott, looking nothing like the familiar appearance of any McDonaldland character as is known today, appeared in the first three television advertisements featuring the character. After changing the characters first name to Ronald and replacing Scott with a new actor, and giving him the more familiar red, white, and yellow clown features, the character eventually spreads to the rest of the country via an advertising campaign. Years later, an entire cast of McDonaldland characters is developed. 1963: The Filet-O-Fish is introduced in Cincinnati, Ohio, in a restaurant located in a neighborhood dominated by Roman Catholics who practiced abstinence (the avoidance of meat) on Fridays. It is the first new addition to the original menu, and goes national the following year, with fish supplied by Gortons of Gloucester. See also Lou Groen 1963: McDonalds sells its one billionth hamburger. 1963: The 500th McDonalds restaurant opens in Toledo, Ohio. 1964: McDonalds issues its first annual report. 1965: Second New England location opens in Windsor, Connecticut. 1967: Third location in New England opens in Providence, Rhode Island (also first in state) 1967: The first McDonalds restaurant outside the United States opens in Richmond, British Columbia. 1967: The chains stand-alone restaurant design which is still most common today, with mansard roof and indoor seating, is introduced. 1968: The Big Mac (similar to the Big Boy hamburger), the brainchild of Jim Delligatti, one of Ray Krocs earliest

Hamburger segment. Opened another store in Jakarta, totaling to 2 stores in Indonesia. Jollibee have 112 stores nationwide. Maintained its advantage over its competitors by acquiring more than 50% share of the fast food industry. 1993 July 13, JFC was listed in the Philippine Stocks Exchange with an initial offering of P9.00 per share. October 1993, JFC share are being sold for P20.00, a windfall or more than 135%. Improved softserve ice cream line by offering fruit flavored ice cream. Marketing launched its At Home Ako sa Jollibee ad campaign, focusing on Jollibees loyal customers. Introduced the Kiddie Pack Promo. Moved to Jollibee Centre Building in Ortigas Center, Pasig, the new Main Office site. 1993 148 Jollibee stores nationwide by the year end. Jollibee expands into the pizza-pasta segment with the acquisition of Greenwich Pizza Corporation. Jollibee is cited as on of the leading companies in Asia by the Far Eastern Economic Review. 1995

franchisees, who by the late 1960s operated a dozen stores inPittsburgh, Pennsylvania, is first introduced in the Pittsburgh market in 1967, before going system/nationwide a year later, following its great local success. The Hot Apple Pie is also introduced this year. th 1968: The 1000 McDonalds restaurant opens in Des Plaines, Illinois. 1970s.

1970: McDonalds opens in Costa Rica, its third country after the United States and Canada. 1970: Having changed hands in 1968, the original Big M restaurant closes. It is demolished two years later, with only part of the sign remaining; this has since been restored. 1971: The first Asian McDonalds opens in July in Japan, in Tokyos Ginza district. 1971: On August 21, the first European McDonalds outlet opens, in Zaandam (near Amsterdam) in the Netherlands. The franchisee is Ahold. 1971: The first McDonalds in Germany (Munich) opens in November. It is the first McDonalds to sell alcohol, as it offers beer. Other European countries follow in the early 1970s. 1971: The first Australian McDonalds opens in the Sydney suburb of Yagoona in May. 1972: The McDonalds system generates $1 billion in sales through 2200 restaurants.[8] 1972: The 2000th McDonalds restaurant opens in Des Plaines, Illinois. 1972: The first McDonalds in France opens, in Crteil, even though the company officially recognizes the first outlet in Strasbourg in 1979. 1973: The first McDonalds Playland opens in Chula Vista, California.

Jollibee acquires franchise of Delifrance. 20 more stores opened in the Philippines,bringing the total to 168. Jollibee successfully opens stores abroad: Guam, Dubai, United Arab Emirates, Kuwait, and Jeddah, and Kingdom of Saudi Arabia. 1996 th Jollibee opens its 200 store in Malolos, Bulacan. Jollibee is cited again as on of the leading companies in Asia by the Far Eastern Economic Review. The company reengineers its visual identity system. Jollibee system wide sales increased to P8.29 billion which translates to a market share of more than 50% among all hamburger fast food chains. Jollibee had 208 stores nationwide. July 10: Marys Chicken was born; a semi-self service restaurant and another Jollibee subsidiary. The company reengineers its visual identity system. Amazing Aloha was launched. st 1 Jollibee store in Hong Kong opens. Jollibee launched various projects, such as Maaga ang Pasko sa Jollibee and Chikiting Patrol: at Home Ako Dito. These projects main objective was to protect and contribute to the development of the

1973: The first Swedish McDonalds restaurant opens in Stockholm, 23 October. 1973: The Quarter Pounder is introduced. 1973: The Egg McMuffin, invented by Herb Peterson, owner and operator of a Santa Barbara franchise, is introduced to the menu. 1974: On November 13, the first McDonalds in the United Kingdom opens in Woolwich, southeast London. It is the companys 3000th restaurant. 1974: The first Ronald McDonald House opens in Philadelphia, Pennsylvania. 1975: The first Hong Kong McDonalds opens in January in Paterson Street, in Causeway Bay, Hong Kong Island. It is also the first McDonalds restaurant in Greater China and the Four Asian Tigers. 1975: Drive-Thru is introduced in January in Sierra Vista, Arizona in order to serve meals to soldiers from nearby Fort Huachuca who were not allowed to wear BDUs while off post except while in a vehicle. The Drive-Thru is later known as McDrive in some countries. 1976: McDonalds pays its first cash dividend . 1977: McDonalds adds a breakfast line to the U.S. menu. th 1978: The 5000 McDonalds restaurant opens in Kanagawa, Japan. 1978: Hamburger University celebrates the graduation of its 15,000th student. 1979: The Happy Meal is introduced in the U.S. 1979: The first McDonalds in Southeast Asia opens, in Singapore. 1979: The first McDonalds in South America opens, in Brazil. 1980s

1980: McDonalds introduces

Filipino children. 1997 System wide sales increased to P11.17 billion. Jollibee International opened Jollibee Xiamen located in the Peoples Republic of China. Jollibee launched Kaya mo Kid project which aims to instill positive values, which helps children achieve their dreams and ambitions. 1998 Jollibee opens in Daly City. The company celebrates its 20th year anniversary. Opened 62 stores nationwide, bringing the total to 300 stores. th Jollibee opens its 300 store in Balagtas, Bulacan. Jollibee receives the ISO 9002 Certification for its frozen patty line. Jollibee wins the Employer of the Year Award. 1999 Opened 50 stores nationwide; total of 350 stores. Introduced the Cheezy Bacon Mushroom Burger to its line of specialty burgers. Far Eastern Economic Review cites Jollibee as the Philippines leading business corporation. 2000 31 more Jollibee stores opened, bringing the total to 381 stores. Jollibee acquires Chowking Foods

the McChicken sandwich, its first poultry item. It flops, and is removed from the menu, but is later reintroduced after Chicken McNuggets prove successful. 1980: The Chicken McNuggets are introduced to the menu and instantly become a success by early-1983. 1980: The 6000th McDonalds restaurant opens in Munich, Germany. 1981: The first Ronald McDonald House outside the U.S. opens in Toronto, Canada. 1981: The first McDonalds in the Philippines opens, in Morayta, Manila. 1982: The first McDonalds in Malaysia opens, at Jalan Bukit Bintang, Kuala Lumpur. 1982: McDonalds stages an in-house rivalry between the Chicken McNuggets and the Big Mac as the advertising campaign involved the slogan Which will be number one?. 1983: After gaining much success, the McNuggets begin rolling out nationwide starting in January. 1984: The first McDonalds in Taiwan opens in January, at Songshan District, Taipei. 1984: Ray Kroc dies on January 14. 1984: The company is a main sponsor of the 1984 Summer Olympics. Its U.S. restaurants lose money on the game When The US Wins, You Win after the Soviet bloc nations boycott the Games, leading to a high number of medals won by the U.S (this is later parodied in an episode of The Simpsons, with Krusty the Klowns Krusty Burger chain suffering a similar fate). 1984: On 18 July, James Huberty committed the worst mass murder (at the time) in the US, when he opened fire at the San Ysidrobranch, killing 21 people before he was gunned down by a SWAT team sniper.

Corporation. rd For the 3 straight year, Far Eastern Economic Review ranked Jollibee as the Philippines leading company. Asian Business Magazine ranks Jollibee as the Most Admired Company in the Philippines and the 3rd over-all in Asia, surpassed only by global giants General Electric and Microsoft. Systemwide sales reach P20 billion. 2001 th Jollibee opens its 400 store in Intramuros. System wide sales rose to 18.8% to 24.11 billion. Income, before nonrecurring charges, to P959 million. Network expanded to 800 restaurants. 2002 Revenues neared the P27billion mark. Number of stores exceeded 900. Tony Tan made MAP Management Man of the Year. 2003 Jollibee store count closed to 988 stores nationwide. For the sixth straight year, the Far Eastern Economic Review ranked JFC as the Philippines Leading Company. th Jollibee celebrates its 25 year. 2004 The Chairman and Chief Executive Officer of the company, Mr. Tony Tan

1985: McDonalds opens its first restaurant in Italy, in Bolzano. 1985: Saul Kahan opens the first McDonalds restaurant in Mexico City, Mexico. 1987: The first Macauese McDonalds opens on the Rua do Campo, Macau. Its also the first McDonalds restaurant in Portugal when Macau was under the control of Portugal. 1987: On August 12, a Piper Cheyenne, which started in Augsburg, Germany, was on a simulated approach to Munichs main airportRiem, when all instruments failed. The plane crashed into the McDonalds restaurant in the Wasserburger Landstrasse. Fourteen people were killed in the incident: 4 in the plane, 3 on the street or in a bus, which was also struck by the plane, and 7 in the restaurant. The McDonalds in the Wasserburger Landstrasse has since been rebuilt. [1] 1987: On 23 November, The first Scottish store opened in Dundee, followed by Kirkcaldy.[9] 13 after McDonalds first appeared in Britain. 1988: The first Korean McDonalds restaurant opens in March, in Seouls Apgujeong-dong district. 1988: McDonalds opens its first restaurant in a communist country, in Belgrade, Yugoslavia (now Serbia). Bud apest, Hungary follows in the same year. 1990s

1990: On January 31, the first Soviet McDonalds opens, in Moscow. At the time it is the largest McDonalds in the world . For political reasons, McDonalds Canada is responsible for this opening, with little input from the U.S. parent company; a wall display within the restaurant shows the Canadian and Soviet flags. To overcome

Caktiong was named the Ernst and Youngs 2004 World Entrepreneur of the Year. th Jollibee opens its 500 store in Basilan. Jollibee inaugurates its biggest and most modern commissary in Camelray Industrial Park in Canlubang, Laguna with PGMA as guest of honor. 2005 TTC named World Entrepreneur of the Year by Ernst and Young. 2006 ETM receives Corporate Citizen Award of the year from CNBC Asian Business Leaders Awards. 2007 th Jollibee opens 600 store in Aparri, Cagayan Jollibee opens Las Vegas outle. 2008 Jollibee launches Jollitown, the first childrens TV show in the country to be produced by a fastfood chain. TTC and ETM are featured by BBC and CNBC Managing Asia, respectively. th JOLLIBEE marks 30 anniversary. JOLLIBEE bested some of Asia Pacifics biggest multinationals as it bagged the FMCG and F & B Asia Pacific Supply Chain Excellence Award at the SCM Logistics Excellence Award held in Singapore. Zenith Foods Corporation,

Soviet supply problems, the company creates its own supply chain, including farms, within the USSR. Unlike other foreign investments, the restaurant accepts rubles, not dollars, and is extremely popular, with waiting lines of several hours common in its early days. 1990: Many other McDonalds restaurants open in Eastern Europe. 1990: In October, the first McDonalds opens in mainland China, in the city and Special Economic Zone (SEZ) of Shenzhen,Guangdong province. 1991: McDonalds opens its first restaurant in Portugal (expect Macau), in Lisbons Cascaishopping. 1992: The first McDonalds opens in Africa, in Casablanca, Morocco. 1992: Stella Liebeck receives thirddegree burns from coffee purchased at a McDonalds drive-through. She sued in what became known as the McDonalds coffee case. 1992: Derek Wood, an employee, and two friends rob a McDonalds in Sydney River, Nova Scotia, killing three and severely injuring another. Wood is serving a life sentence for his role in the Sydney River McDonalds murders. 1992: On April 23, the worlds largest McDonalds opens in Beijing, China (over 700 seats). Along with adjacent buildings, it is later demolished. 1992: On April 28, seven McDonalds restaurants are bombed in Taiwan, killing one policeman and injuring four. 1992: The fried apple pie is replaced with a baked apple pie. Fried pies can still be found today in some locations, see the Fried Apple Pie Locator. 1993: The company launches its first seagoing restaurant aboard the Finnish cruiseferry Silja Europa, sailing between Helsinki andStockholm.

the commissary plant of JFC, was adjudged the National winner of Meat Processing Plant AAA category in the search for Best Meat Establishment of the National Meat Inspection Service. Jollibee strengthens US network with the opening of three new stores. JOLLIBEE wins Award of Excellence in Philippine Quill Awards for Media Relations Program(30th anniversary campaign). JOLLIBEE bags CMMA and three Araw Values Award. Jollibee stages first ever holiday musical special for children dubbed A Magical Christmas at Jollitown. Jollibee and the Jollibee Franchisees Association launched the 30th anniversary special novelty offering Hug and Share Doll. Proceeds of the sales will all be donated to charity. Biggest and grandest MaAga ang Pasko caps off Jollibees 30th anniversary. Total of more than 117,000 toys and books collected were the highest ever in the campaigns 14-year history.

1993: On December 8, McDonalds opens its golden arches in Saudi Arabia for the first time. 1993 McCaf is launched in Melbourne, Australia by Ann Brown. By 2002 the chain had spread to 13 countries worldwide. The first one in America was launched in 2001. By 2003 it was the largest coffee shop brand in Australia and New Zealand. 1994: The Catalyst Award is given to McDonalds in honour of their program to foster leadership development in women. 1995: McDonalds receives complaints from franchisees that too many franchises are being granted, leading to competition among franchisees. McDonalds starts conducting market impact studies before granting further franchises. 1995: In an effort to cultivate a more adult image, McDonalds launches the Arch Deluxe sandwich with a massive ad campaign. Both the campaign and sandwich fail miserably and are quickly discontinued. 1995: Following the end of apartheid, the first McDonalds in South Africa opens. 1996: First McDonalds opens in Belarus, marking the chains 100th country (by its own calculation; however, this total included many non-sovereign territories). At the opening ceremony, the Belarusian militia are accused of brutality toward members of the public hoping to enter the restaurant in Minsk. 1996: First McDonalds opens in Lima, Peru, managed by Operaciones Arcos Dorados de Per S.A. 1996: The first Indian McDonalds opens. 1997: McDonalds wins the McLibel case, in what many consider to be a Pyrrhic victory in terms of the companys image. Only about half of the counts are in McDonalds favour despite enormous legal

resources deployed against selfrepresenting defendants. 1997: The McFlurry is invented by a Canadian franchise. 1998: Jack M. Greenberg succeeds Michael R. Quinlan as CEO. 1999: First McDonalds restaurant opens in Tbilisi, Georgia. Jack Greenberg is elevated to Chairman and CEO. 1999: French leftist activist Jos Bov and others gain worldwide attention when they destroy a half-built McDonalds franchise in Millau (Aveyron). The incident follows aEuropean Union ban on American meat imports, on the grounds that they use hormone treatments; in response the U.S. had increased import duties on French Roquefortcheese and other European Union products. Bov was sentenced to three months in prison for his role in the incident. 2000s

2000: Eric Schlosser publishes Fast Food Nation, a book critical of fast food in general and McDonalds in particular. 2000: The company opens its 1000th British store, inside the Millennium Dome. 2001: The FBI reports that employees of Simon Worldwide, a company hired by McDonalds to provide promotion marketing services for Happy Meals and the Millionaire/Monopoly contest, stole winning game pieces worth more than $20 million. 2002: A survey in Restaurants and Institutions magazine ranks McDonalds 15th in food quality among hamburger chains, highlighting the companys failure to enforce standards across its franchise network. 2002: McDonalds posts its first quarterly loss ($344m), for the last quarter. It

responds to the stiff competition from other fast-food restaurants, offering higher quality burgers and more variety, by attempting to move more upmarket by expanding its menu and refitting restaurants. It announces it is withdrawing from three countries (including Bolivia) and closing 175 underperforming restaurants. 2002: In October of this year, McDonalds opens the first of 2 corporate stores in Lincoln, Nebraska to test concept restaurant called 3N1. The concept incorporated a Sandwich & Platter casual dining area, a bakery and ice cream area featuring gourmet coffees, and a traditional McDonalds into one building [2]. The second store is launched approximately six months later [3]. The concept is spearheaded by Tom Ryan, who was Executive Vice President and Chief Concept Officer at the time. The concept is abandoned in less than a year, and Ryan leaves McDonalds to join Quiznos Sub [4]. 2002: McDonalds introduces a new menu board design featuring realistic photos of its products against a blue-white gradient background. 2003: James Richard Cantalupo is elected Chairman and Chief Operating Officer, succeeding Jack M. Greenberg. Just prior to assuming his post Cantalupo shuts down Project Innovate, a global consulting project that had already spent $170 million of a projected 5-year budget of $1.2 billion.[10] 2003: McDonalds starts a global marketing campaign which promotes a new healthier and higher-quality image. The campaign was labeled im lovin it and begins simultaneously in more than 100 countries around the world. 2003: According to Technomic, a market

research firm, McDonalds share of the U.S. market had fallen three percentage points in five years and was at 15.2%. [5] 2003: The firm reports a $126M USD loss for the fourth quarter [6]. 2003: McDonalds introduces their premium salads, the McGriddles and the chicken selects. 2004: Morgan Spurlock directs and stars in Super Size Me, a documentary film in which he eats nothing but McDonalds food for 30 days to the great detriment of his health. 2004: After the release of Super Size Me, McDonalds does away with their Supersize options. 2004: Chairman and CEO Jim Cantalupo dies suddenly at the age of 60 in his hotel room of an apparent heart attack while attending the annual franchisee convention inOrlando, FL on April 19. A 30-year veteran of the organization, Cantalupo had previously served as President and CEO of McDonalds International. He is credited with introducing the premium salad line and reformulating Chicken McNuggets to include leaner, all-white meat.[7][11] Andrew J. McKenna, Sr., a prominent Chicago businessman and a McDonalds director, is elected Nonexecutive Chairman, and Charlie Bell of Sydney, Australia, is elected President and CEO of McDonalds Corporation. A month later Bell is diagnosed with colorectal cancer during a physical exam required for his new post and dies in January of the next year. Like retired chairman and former CEO Fred L. Turner, Bell began his McDonalds career as a crew member. He was promoted frequently, serving as the corporations Chief Operating Officer and as President of both McDonalds Europe and of the Asia/Pacific, Middle East and Africa

Group.[12] 2005: Jim Skinner is elected President and CEO. Skinner began his McDonalds career as a trainee restaurant manager at a McDonalds in Carpentersville, Illinois in 1971 after serving nearly ten years with the US Navy.[13][14] 2005: McDonalds experiments with call centers for drive-through orders. The center, located in Fargo, North Dakota, takes orders from more than a dozen stores in Oregon andWashington. The experiment is in part motivated by labor costs, since the minimum wage in North Dakota is over 40% lower than that in Oregon or Washington. 2005: Owing in part to competitive pressure, McDonalds Australia adopts Made for you cooking platform in which the food is prepared from pre-cooked meat after the customer orders (as opposed to the firms normal procedure since 1948, in which the food is cooked then sold as needed). It should become standard practice in all Australian restaurants by 2007. Some restaurants in New Zealand also follow suit. The practice had earlier been tested, and abandoned, in the U.S. 2005: McDonalds in Singapore began their McDelivery service: customers place their food orders over the phone, and it is delivered to wherever they are. The service is available 24 hours a day, 7 days a week. 2005: McDonalds opens a Wi-Fi service in selected restaurants with Nintendo DS video games. 2005: A fired employee with Aspergers Syndrome, who was terminated for hitting a customer, murders his former manager at a McDonalds outlet in West Sussex, England. Shane Freer (20) stabbed Jackie Marshall (57) to death during a childrens party at the fast food restaurant she was supervising. Freer was convicted and

sentenced to life in prison by Lewes Crown Court.[8] 2005: Ronald McDonald gets a leaner, sportier look. 2006: McDonalds announces that it will include nutritional information on the packaging for all products beginning in March [9] and that its upcoming menu changes will emphasize chicken, salads, and other fresh foods rather than hamburgers [10]. 2006: McDonalds begins their forever young branding by redesigning their restaurants. 2006: Anna Svidersky is murdered by David Sullivan while working in an Anderson Road McDonalds in Vancouver, Washington. 2006: McDonalds and Disney end their 10 year promotional partnership. 2007: DreamWorks Animation and McDonalds begins promotional partnership. 2007: McDonalds reintroduces its 42ounce super-size soda under the name Hugo. 2008: McDonalds introduces the McSkillet burrito. This larger breakfast consists of scramble eggs, red & green bell peppers, onions, potatoes, salsa and sausage wrapped in a flour tortilla. 2008: McDonalds introduces the Chicken Biscuit and the Southern Style Chicken Sandwich. 2008: In November, McDonalds starts phasing in new designs for their containers. On October 31, they also introduced a new menu board design featuring warmer, darker colors, more realistic photos with the food on plates and drinks in glasses. The design hit nationwide in 2009and expanded across the world through 2010.

2009: 20th Century Fox and McDonalds begins promotional partnership. 2009: McDonalds introduces three versions of Angus Burgers: Angus Deluxe, Angus Bacon & Cheese, and Angus Mushroom & Swiss. 2009: First McDonalds opens in Cusco, Peru. Since 1996 a total of 21 McDonalds, 8 McCaf and 36 soft drink/ice cream stands are opened in Lima and across Peru. 20 more McDonalds are scheduled to be opened in the next two fiscal years. 2010s

2010: McDonalds introduces Real Fruit smoothies and the Angus Snack Wrap. 2010: McDonalds introduces Fruit & Maple Oatmeal to its menu. 2011: McDonalds reintroduces the Asian salad. 2011: McDonalds makes a deal with the Marine Stewardship Council to certify the fish used for the Filet-O-Fish sold in Europe. 2012: McDonalds begins posting the calories count for items on the menus and menu boards in the drive-thru.

Marketin g Strategy

Jollibee depends on high customer traffic and tight operations management. It offers great service to the high volumes of people who patronize its outlets by functioning as a well-oiled machine with close tabs on daily operations.

The strength of the alignment among the Company, its franchisees and suppliers (collectively referred to as the System) has been key to McDonalds success. This business model enables McDonalds to deliver consistent, locally-relevant restaurant experiences to customers and be an integral part of the communities we serve. In addition, it facilitates our ability to identify, implement and scale innovative ideas that meet customers changing needs and preferences. Breakfast Sausage McMuffin with Egg Sausage McMuffin

Line of Products

Burgers and Sandwiches Value Meals: Champ with regular fries and regular soft drinks

 Yum Yum with cheese Yum with TLC Hash brown burger Crunchy chicken burger Jolly Hotdog Classic Tuna Pie Chicken Joy 1-pc Chickenjoy (Original or Spicy) with Rice and Gravy 2-pc Chickenjoy (Original or Spicy) with Rice and Gravy 1-pc Chickenjoy (Original or Spicy) with Jollibee Spaghetti 1-pc Chickenjoy (Original or Spicy) with Chicken and Mushroom Pasta 1-pc Chickenjoy (Original or Spicy) with Palabok 6-pc Chickenjoy Bucket (Original or Spicy) 8-pc Chickenjoy Bucket (Original or Spicy) Noodles Palabok Fiesta Jollibee Spaghetti Chicken & Mushroom Pasta Rice Meals 1-pc Burger Steak with Rice 2-pc Burger Steak with Rice 1-pc Crispy Bangus with Rice 2-pc Crispy Bangus with Rice Grilled Pork Tenders Beef with Mushroom 5-pcs Shanghai Rolls Breakfast 2-pc Pancake

Egg McMuffin Hamdesal with Egg Hamdesal with Cheese Hamdesal 3 pc. Hotcakes with sausage 3pc. Hotcakes 2pc. Hotcakes with Sausage 2pc. Hotcakes Big Breakfast Sausage Platter with Rice Longganisa 2pc. Chicken McDo 1pc. Chicken McDo Crispy Chicken Fillet Crispy Chicken Sandwich Apple Pie Hot Fudge Sundae Hot Caramel Sundae McCafe Coffee Float McCafe Iced Coffee McCafe Premium Roast Coffee Coke McFloat Chicken and Spaghetti 1pc. Chicken McDo with Spaghetti 5pc. Chicken McDo 6pc. Chicken McNuggets 6pc. Chicken McNuggets 10pc. Chicken McNuggets McSpaghetti Beverages McCafe Coffee Float Coke Coke Zero Iced Tea Orange Juice Drink Pineapple Juice Drink French Fries Large Fries Medium Fries Regular Fries Happy Meals 2pc. Hotcakes with Regular Drink Hamdesal with Regular Drink

Breakfast Steak 4pc. Chicken McNuggets with Regular Drink Corned Beef 1pc. Chicken McDo with Rice and Crispy Bangus Regular Drink Cornedbeef Pandesal McSpaghetti with Regular Drink Cornedbeef Pandesal with Burger McDo with Regular Drink Egg McSaver Meals Chicken Sausages Cheeseburger with Regular Fries and Hotdog with Pancakes Drink Sides and Soup Burger McDo with Regular Fries and Jolly Crispy Fries Drink Creamy Macaroni Soup Crispy Chicken Sandwich with Regular Desserts Drink Sundae 1pc. Chicken McDo with Rice and Jolly Crunch Twirl Regular Drink Coke and Sarsi Float Crispy Chicken Fillet with Rice and Coffee and Chocolate Float Regular Drink Choco Crumble Sundae McSpaghetti with Regular Drink Milo Blast Burgers Watermelon Sprite Float Big Mac Peach Mango Pie Big n Tasty Jollibee Kids Meal Quarter Pounder with Cheese Yum with Softdrink + Toy Double Cheeseburger Chickenjoy with Softdrink Cheeseburger + Toy Burger McDo Jollibee Spaghetti with McChicken Sandwich Softdrink + Toy Filet-O-Fish Desserts Choco-Dipped Sundae with Oreo Overload Toffee Banana McFlurry with Oreo McFlurry with Oreo Overload Hot Fudge Hot Caramel Duo Double Hot Caramel Sundae Double Hot Fudge Sundae Hot Caramel Sundae Hot Fudge Sundae McCafe Coffee Float Monster Coke McFloat Coke McFloat Large Choco Crispies Large Strawberry Crispies Large Ube Crispies Chocolate McDip

 Strawberry McDip Ube McDip Vanilla Sundae Cone Apple Pie Everyday McSavers Cheeseburger Burger Mcdo Crispy Chicken Sandwich Regular Fries Hash Browns Coke McFloat McCafe Premium Roast Coffee Hot Fudge Sundae Hot Caramel Sundae Apple Pie Happy Bundle Happy Bundle A Happy Bundle B Don Thompson CEO President and Chief Executive Officer Jose Armario Corporate Executive Vice President, Worldwide Supply Chain, Development & Franchising Rick Coln East Division President, McDonalds USA Doug Goare President, McDonalds Europe Jim Johannesen Executive Vice President, Chief Operations Officer, McDonalds USA Edgardo Navarro President, McDonalds Latin America Steve Plotkin West Division President, McDonalds USA Gloria Santona Executive Vice President, General Counsel and Secretary Tim Fenton Chief Operating Officer Peter J. Bensen Executive Vice President and Chief Financial Officer

Board of Directors

Directors: Ang Ngo Chiong Chairman Emeritus Tony Tan Caktiong Chairman of the Board William Tan Untiong Director/Corporate Secretary Ernesto Tanmantiong Director/Treasurer Ang Cho Sit Director Antonio Chua Poe Eng Director Felipe B. Alfonso Director Monico C. Jacob Director Cezar P. Consing Director Chief Justice Artemio C. Panganiban Independent Adviser Washington C. Sycip Independent Adviser

Richard Floersch Executive Vice President, Chief Human Resources Officer Dave Hoffmann President, McDonalds Asia, Pacific, Middle East and Africa Ken Koziol Executive Vice President, Global Chief Restaurant Officer Kevin Newell Chief Brand Officer Lee Renz Central Division President, McDonalds USA Jeff Stratton President, McDonalds USA, LLC

Part II. Problem 1.) In your savings account you have 10 Million and you are looking forward to invest this money in a food base business. Question, where will you invest your money in McDonalds or Jollibee considering that the two corporation issue bonds or stocks?

2.) Solve the following: a.) Stock valuation for Jollibee. b.) Bond Valuation for McDonalds c.) Payback period of Jollibee and McDonalds

d.) Net present Value (McDonalds and Jollibee) e.)Profitability index / Profitability ratio

Bond Valuation