jollibee

ENTREPRENEUR

Tony Tan Caktiong

ICE CREAM PARLOR

When he was 22, Caktiong decided to shell out P350,000 in an ice cream parlor franchise

As their business becomes more and more successful, they started to hire more people to help them manage it.

Two years later, he decided to serve hamburgers, fried chicken, and spaghetti as people began to tell him that they don’t want to eat ice cream all the time.

JOLLIBEE

McDonald’s came into the picture not many years later, but they failed to take over Jollibee’s popularity as, according to Caktiong, they don’t know the local food culture. Filipinos have a sweet taste on food, so Jollibee decided to serve spaghetti with a sweeter flavour. Filipinos like to smell everything they eat, which is the reason behind the “Langhap Sarap” tagline they have been using for a while now.

PARTNERED WITH

Entrepreneur of the Year and the Ernst and Young Entrepreneur of the Year in 2004.

Jan Louraine Quimada