(Source: Inside Retail Asia | March 28, 2018)
There were queues when Filipino fast-food giant Jollibee Europe opened its first-ever branch, in Milan.
An estimated 170,000 Filipinos live in the Italian city.
In the early hours of the outlet’s opening day, families, young people, members of the Filipino community, and even locals were lining up in front of the Jollibee store.
“Gaining a foothold in Milan is a fundamental step for Jollibee, as well as a launch pad for the expansion of the brand to Europe,” says Jollibee Foods Corporation CEO Ernesto Tanmantiong.
Milan’s opening follows the signing of a JV between Jollibee Foods Corporation and Singapore Blackbird Holdings to take the fast-food chain into Europe.
“We want to bring Filipinos a taste of home, and at the same time share with Italians, who are famous for their gastronomic heritage, says Tanmantiong.
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