date:Feb 01, 2013
ecided the harder thing to do was marketing the brand, so we buy brands with a following and just have to improve the back end of the operation, says Tan.
Jollibee opened more than 100 Yonghe King fast-food outlets in China over the last two years and now has 288 there; it bought the noodles, rice and dim sum chain in 2004. With its 52-outlet Hong Zhuang Yuan chain, a congee brand purchased in 2008, Jollibee improved the taste of the food, redesigned the restaurants and introduced new products.