Jollibee's People-First Strategy: Beth Dela Cruz's Global Vision

Jollibee Brand President Beth Dela Cruz recently spoke with QSR magazine about her nearly four-decade journey with the company, from starting as a shift manager in the Philippines in 1986 to helping lead the brand’s expansion across North America. Dela Cruz reflects on how Jollibee has maintained its original focus on craveable food, joyful experiences and people-first leadership even as it has grown from just 31 stores in the Philippines to more than 1,700 locations worldwide.

When Dela Cruz began helping guide the brand’s U.S. expansion in 2005, Jollibee initially built around the Filipino American community rather than immediately pursuing mainstream consumers. That strategy allowed the company to leverage the deep emotional connection many Filipino customers already had with Jollibee before gradually attracting a broader audience through word of mouth, social media, influencers and growing awareness of signature products like Chickenjoy.

“It seems like we’ve blown up in a short time, but it’s been decades in the making. We have a cult following in the Philippines because everyone has celebrated a special moment at Jollibee with their families. That emotional equity actually carries through where they have migrated to the U.S.,” Dela Cruz said. “This kind of movement and fanfare is what attracts a broader audience who become curious about the brand.”

Now, with 109 U.S. restaurants at the time of the article and Jollibee moving more aggressively into franchising, Dela Cruz is focused on finding franchise partners who can preserve the culture that fueled that growth. The company is evaluating candidates not only for operational and financial capabilities but also for humility, mindset and alignment with Jollibee’s people-first values.

“Humility and people-first philosophies don’t conflict with financial metrics, because a strong focus on culture and people is building your foundation toward a more sustainable business and profitability,” Dela Cruz said. “Leveraging your people and ensuring they are aligned with your values is foundational. They will deliver the results every time.”