Jollibee: Beyond Commercialism

In the business industry, it is defined as the fastest growing, most patronized, and best American – style but Filipino – inspired fast food restaurant. It boasts of the food corporation that it was able to establish and now houses many fast food chains other than itself. Furthermore, its symbol went from just a bumblebee in red and yellow to a whole new bunch of faces that dominate the Philippine entertainment industry.

But a scrutiny from a new angle of perspective would tell us much more about what it portrays in the commercials that it so expensively funds in the name of advertisement to the reality that it delivers to the public every day.

It sits on a lot that is mostly located at the heart of the business districts of every city in the country and even abroad. At other times, it is also located in food courts at shopping malls. The food stall would be distinguished from its neighbors through the red letters that are attached to its headboard. It is painted in yellow, white, and red, like the colors of its main character. In front of the establishment is a parking lot that becomes a disco of cars throughout the day. Most of the times, a signage that reads “Drive – thru this way” would be seen at the entrance to the restaurant. Following the way that the signage directs, the customer would arrive at a window at the side of the building where a smiling waiter would get the orders.  Within 2 – 5 minutes, the whole process is done and another car would pull up to do the process all over again.

The same monotony could be observed inside the restaurant. Upon entering this glass – covered building, one would be welcomed by a guard who opens and closes the door for the customers. Everyone who steps inside the restaurant is greeted by the familiar smell of an air – conditioned atmosphere and the hint of their sweet spaghetti, French fries, and fried chicken. Behind the counter is the list of menus where everyone can choose from – combo meals, breakfast meals, 39ers, sundae, burgers, and everything that it practically flaunts in its advertisements.

The fast – paced outside world can be mirrored in the waitresses and waiters, who roam around the restaurant to deliver orders, clean the table, wipe the glass walls and take orders from those parents with clumsy kids or those who are lazy enough to get their extra gravy or sweet-and-sour sauce. These young people in their blue uniform and blue baseball hat, with a name tag pinned to the left side of their chests look very much like students or fresh graduates who still cannot find jobs that fit what their diplomas say.

The inside of the restaurant leaves little room for the people who pass through its doors. It is packed with tables and red chairs that are always occupied especially by kids, although occasionally, some of its branches provide a playground that is located at the back of the building. True to its logo the restaurant buzzes with noise throughout the day. The clamor inside it is a concoction of chitchats form the elder people, the loud and uncaring laughter of teenagers who don’t bother to tone down their voice, and the cry of kids who either want this or spilled that. Yes, beyond a man’s normal perception, this restaurant is a chaos of sound and unfamiliar faces.

Through time, Jollibee has become more than just an advertisement or a famous fast-food chain that carries the identity of being Filipino. It’s more than just a bumblebee that sometimes gives life to a kiddie party, of the home of crispy fried chicken and peach mango pie. It’s now a Filipino tradition – maybe too mainstream for an adult, but a dream come true for a child.