How does Jollibee hope to win over the UK fast-food market?

It’s the Philippines' answer to KFC, but how does Jollibee hope to find its place in the UK’s fast-food market?

With over 1,000 McDonald’s and 900 KFC sites across Britain, any newcomer to the nation’s fast-food sector has a difficult task convincing hungry consumers, who are craving a quick and reliable fix to enter its premises. 

For Jollibee – a Filipino-originated fried chicken chain, headed by billionaire businessman Tony Tan Caktiong – some may argue its cult following across Asia gave it a head start when it decided to launch its first outlet in Earls Court, London back in 2018.

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