Hungry City: Inspiring Loyalty, and Serving Chickenjoy at Jollibee
The first McDonald’s opened in the Philippines in 1981, ready to conquer. Instead, it met its match: Jollibee, originally a small suburban ice cream franchise that started selling burgers in the late 1970s. By 1984, it had clobbered its American rival, cornering the fast-food market on its home turf and still dominating it to this…