DigiCon brings the big guns to this immensely popular annual event. Keynote speakers from global brands always take the stage, and this year was not any different. Almost. At DigiCon Revolution 2024, it’s the Philippines’ own Jollibee Foods Corporation (JFC) onstage as flag-bearer under local brand takes the world, represented by its American-born, Singapore-based Global CMO David Beal talking to Pinoys about its favorite burger.
Beal is credited for Jollibee’s greatest growth yet, according to Campaign Asia article Asia Pacific Power List 2024 dated 18 July. Under Beal’s leadership, Jollibee has experienced remarkable growth, ranking as the second fastest-growing and fifth-strongest restaurant brand globally. Read more at: https://www.campaignasia.com/article/asia-pacific-power-list-2024-david-beal-jollibee/495970
Soaring from its modest ice cream store beginnings in 1975 into a global powerhouse, with 19 brands and 9,400 stores across 32 countries—the Jollibee tale is one of magic and awe. With a lot of planning and hard work.
In his keynote, Beal shared how Jollibee (JFC) is taking bold steps in its digital transformation journey centered on a unique approach that integrates mind (strategy), heart (customer connection), and hands (employees) to enhance brand experiences; how JFC’s expansion is anchored on core values such as customer focus, family spirit, humility, integrity, and a bias for action; and how these values ensure that the brand’s growth remains sustainable and community oriented.
Said Beal, “The reason why we focus on building our digital transformation and to grow our business is also deeply rooted in our understanding that our impact on the communities we serve is long lasting. It is also highly motivating for our customers.”
Central to JFC’s digital transformation is combining strategy, customer connection, and employee involvement, a 3-prong approach that ensures that JFC not only meets but exceeds customer expectations. In this a rapidly evolving digital landscape, this strategy allows the food brand to maintain its competitive edge while still staying true to its core values.
In addition to strategic initiatives, Beal emphasized the role of family and fun in JFC’s digital transformation. These elements are integral to the company’s identity and are always present in JFC locations worldwide. It is this commitment to family and fun that keeps JFC a fan favorite, a family-oriented brand with a diverse customer base.
As Beal emphasized, “The spirit of family and fun is something that is deeply rooted, and it’s integral in the Jollibee brand as a consumer brand, but it’s also deeply rooted in how we think about how we bring experiences to life.”
Words by Aye Ubaldo
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