Pride of Davao

In the 70s, a Davao family with business in Sta. Ana went to Manila to open an Ice Cream Parlor. They felt that they had many, too many older, established competitors. Taking a very bold step, they switched to the 1970s Manila fad, which was fast food. They focused on hamburgers and potato chips, which would also be tastier and served faster in clean, modern parlors. They also agreed on their color emblems and signs. Little did they know that their main emblem would become a worldwide logo-mascot. Today, this mascot logo has become a world name brand, just like the 3-point Mercedes Benz star, MGM’s Lion, Disney’s Mickey Mouse.

The logo mascot had simplicity in color and design. The Davao family did not know then that the colors, red, white, dash of black, yellow, and the smiling bow-tied bee with a white chef cap would be a super extra mega hit. The emblem, colors, and presentation reached out and was kindly accepted as a symbol of good, traditional Filipino family togetherness, joy, humility, plus an aura that today is a beautiful day. The January-February 2026 issue of Hong Kong’s Business Traveler magazine gave tribute to Jollibee. The article reported that in 2025, it had 1,700 stores worldwide, including 1,000 in US and 21 Canadian outlets.

1. Brand Finance, the world’s leading rate of international brand, in its 2025 yearly report said that Jollibee’s brand is valued at 2.5 billion U.S. dollars, making it one of Southeast Asia’s most valuable and strongest brand. 2. U.S.A. Today, an American national newspaper, proclaimed in 2025 that Jollibee Chicken as the best Fried Chicken in America for the second straight year, beating Kentucky Fried Chicken. 3. Jollibee’s second biggest Asia market is Vietnam, with 218 outlets. Jollibee has become an institution in Vietnam. You can find the Jollibee logo/mascot all over Vietnam. 4. Last August 2025, the Phil. Govt. Intellectual Property Office, which deals with trademarks, copyrights, and patent, gave Jollibee the status of “Well Known Mark,” the first Filipino brand to be given such rank. This means anyone who copies, imitates, uses the Jollibee logo anywhere in the world can be sued by Jollibee even if the imitator is outside the Philippines and even if the Jollibee’s mark/logo/symbol is not registered in the foreign country when the imitator does business. Jollibee’s smile and eyes are contagious. It makes you feel good.

The Davao family is very careful in marketing Jollibee. It has a detailed, style guide to be sure that every collaboration, even in digital platforms, events, and media, stays to its original character. The Davao family’s simplicity and honesty has created a national goodwill that today, their other brands are number one in outlets, sales, customers, and goodwill. 1. Chowking for Chinese food, 2. Mang Inasal for Filipino dishes, and 3. Greenwich for pizza.