Jollibee Foods Corporation

Jollibee built Philippines' largest fast-food chain by localizing menu (Chickenjoy, sweet spaghetti) for Filipino tastes, defeating McDonald's in home market. Founder Tony Tan Caktiong's strategy involves acquiring brands (Smashburger, The Coffee Bean) and building portfolio of formats. Jollibee's international expansion targets overseas Filipino communities before expanding to mainstream markets, demonstrating diaspora-first strategy.