Since it has already saturated the local fast food service market, Jollibee Foods Corporation, headed by Tony Tan Caktiong, President-CEO, is now testing the market for a new restaurant concept patterned after the roadside eateries or "karinderia" that is popular with the masses.
The firm said it is testing TIO PEPE’s Karinderia which serves Filipino food at very low price points, aimed mainly at people in the work force in urban centers. The pilot restaurant is located in Edsa Central. (from Manila Bulletin, July 25, 2007)
I don't want to steal the thunder from Tony Tan Caktiong for making Jollibee the number one fastfood chain in the Philippines. It should make every Pinoy proud that it is only in the Philippines where a Filipino-owned fastfood firm has beaten the mighty McDonald's brand, and at same time, has given jobs to a lot of Filipinos.
But must Jollibee, under the guise of business expansion, invade the provenance of thousands of carinderia owners, people in the informal economy who are just trying to help support their families? I don't want to begrudge Mr. Tan Caktiong his profit margins, but I think this carinderia plan is a step in the wrong direction for the Ernst & Young's world entrepreneur awardee.