THE MOST FAMOUS BEE IN TOWN

THE MOST FAMOUS BEE IN TOWN

by:  MIRRIAM BLESS F. DETERA

With almost 686 branches from Batanes to Jolo Sulu, and almost 57 in other countries indeed it has been one of the most iconic chain of fast foods that could never be forgotten. Nobody in the Philippines would not know a single thing about Jollibee fast foods. At almost all corners of the archipelago, you would see those bright red colored chain of fastfoods that has been a magnet to kids and adults alike.

Focusing on the cultural tradition of the importance of family values, they have made a concerted effort to make sure that Filipinos associate Jollibee with a wholesome family meal. Not so much wholesome in the nutritional sense (it is fast food overall), but wholesome meaning that feeling you get inside your heart when you watch a "perfect" nuclear family with two parents, one boy and one girl enjoy the deliciousness of ChickenJoy.  Jollibee is targeting two areas: both the pallete as well as the heart. As you watch the young boy excitedly bite into his Yumburger with his insatiable appetite and his mother looking on with a friendly smile as she has french fries in her hands, you're transpoorted to this magical fantasyland. You want to be part of that family. You want your family to be like that family. And in addition to all this, you want to go to Jollibee and eat a Yumburger. It might be a stretch to say that people will think that by going to Jollibee, their family can somehow transform and conform to this social norm. Almost everybody would go to Jollibee during special occasions, holidays,paydays and even ordinary days. Some families and individuals would go there because they got used to it, it has become a part of their system. This Bee is the most successful and most famous bee in town.

Many would attribute Jollibee’s success in the Philippines to its mascot, sharing the same name as the franchise: the Jollibee. Is it a coincidence that Jollibee chose its mascot to be bright yellow and red as well? Perhaps not - as those colors may seem, they are more than vibrant enough to catch the eye’s attention. These colors exposed to children who grow up on Jollibee begin a lifelong association of bright yellow and red with delicious, affordable and fast food. Reminiscent of the memorable flavors of popular condiments for hamburgers (or Yumburgers) and hot dogs, the yellow and red bee named Jollibee is dressed in a chef’s hat along with a shirt and blazer.

Jollibee’s smiling face is friendly enough to be a favorite among kids, and his face is prevalent in many locations that include playrooms for children. Clearly, this cartoon figure is aimed at the younger generation, but it does not alienate the older generation, especially these days, when many of us have grown up eating Jollibee. It’s easy to say that this figure has been pivotal in the branding and marketing efforts that have led to such success in the Philippines. This mascot is the next big thing famous to the P-Noy, Shamcey Supsup, Oprah and even Manny Pacquiao.

The most famous bee in town-attracting and bringing families, friends and hearts together.

(This article is inspired by the fact that I and my co-teachers usually visit Jollibee and are still dumfounded whenever we see Jollibee (the mascot) and feast at its sumptuous food)