Jabin Lim
For many Filipinos around the world, Jollibee is not just about the food or the service or the atmos
For many Filipinos around the world, Jollibee is not just about the food, the service, or the atmosphere. Sure, corporate Jollibee may look at opening restaurants in other countries and see it as introducing Jollibee to the world. But bigger than that, this is about nostalgia.
This is about remembering when you were seven and your tita (aunt) brought you to Jollibee after going to the sine (cinema) and asked what you wanted as pasalubong (gift) for your brother. You had a Champ burger and chose a plain toast for him. And you can’t believe that at one point Jollibee actually sold plain toast.
This is about that time your best friend in college just grabbed the Chickenjoy skin off your plate because he thought you didn’t want it since you left it off to the side, but he didn’t know you were saving the best for last. So one time after an all-nighter playing board games, you head to Jollibee for breakfast and you make him pay you back by giving you the skin off his Chickenjoy. And that’s how you know you are truly best friends.
This is about that time you visited the Philippines after being away for so long and the first meal you had was Jollibee. The branch you went to had Chickenjoy that was lapsed because it was almost closing time, but you finished it anyway because you had a long flight and you were hungry. Plus, you’re in the Philippines, so your lola (grandma) reminds you not to waste food because maraming nagugutom (lots of people going hungry). And then, since you had a bad first meal, you have Jollibee at the airport just before leaving because you wanted to have a good memory of Jollibee and the Philippines before you departed.
This is about the night before your wedding and your soon-to-be wife is craving Jollibee, so you order a delivery just before midnight. And who cares about superstitions about seeing each other the night before your wedding, because love wins, and Jollibee conquers all.
So you’re willing to overlook the slow service, the out-of-order drinks dispenser, the out-of-stock menu items, the manager wearing flip-flops in the kitchen, the long wait, and the server looking sweaty. You’re willing to overlook all of that because this is Jollibee. This is home.