With its fast food businesses spanning more than 230 countries, the group has resorted to digitalization through an experience management platform

The Jollibee Group of the Philippines is a fast-growing restaurant group that owns Jollibee (a fried chicken fast food chain), The Coffee Bean and Tea Leaf (a coffee chain), and Smashburger (a fast-casual hamburger chain).

As of May 2019, the group has been operating over 1,300 stores, with 1,150 in the Philippines and 234 in foreign markets in South-east Asia, East Asia, the Middle East, North America, Europe, and Oceania. Outside of the Philippines, Vietnam and the United States are the biggest markets for Jollibee; with 200 outlets in the former as of 2024, and 100 outlets in North America (plus Canada) as of 2024.

On 8 Jan 2025, the group was announced to have adopted a new system to elevate customer experience across its large customer bases. The contracted cloud-based customer experience system is said to allow management to gain a deeper understanding  of consumer preferences, helping ensure that the business meets  evolving needs and expectations.

Said the group’s Global Chief Technology Officer, Marcos Cadena: “The multi-year agreement underscores our commitment to delivering exceptional experiences for our global store network… (whereby) we can consolidate customer feedback from in-store and digital touchpoints, accelerate case resolution, and provide actionable insights for our customer-facing teams.” With the additional digital capabilities and insights, Cadena noted that the firm will be able to “continuously enhance our customer experiences and build stronger connections with the millions of customers we serve worldwide.”

According to Brad Anderson, President (Product, UX & Engineering), Qualtrics, the experience management platform adopted by Jollibee Group: “Companies that win and succeed in today’s fast-moving markets prioritize delivering great experiences their customers love,” alluding to their efforts to improve customer experience by “capturing feedback from multiple channels to deeply understand the needs and expectations of their customers and take fast, targeted, and proactive action when and where it matters most.”