#508: Leaders in Customer Loyalty: Brand Stories | Inside Jollibee’s Digital-First Loyalty Strategy Driving Rapid Expansion

In the latest edition of Leaders in Customer Loyalty: Brand Stories, Loyalty360 spoke with Rachel Masocol, Director of Digital Marketing and Ecommerce for Jollibee Group, North America, about how the company’s rapid growth and loyalty program redesign are driven by increasing digital engagement. 

Jollibee has always been about more than just chicken—despite being voted America’s number one fast-food fried chicken two years in a row by USA Today. What began as a small ice cream parlor in the Philippines, founded by Tony Tan Caktiong, has grown into one of the fastest-growing quick-service restaurant brands in the world. 

Transcript

Welcome And Topic Overview

SPEAKER_01 0:02

It's Thursday, so that means another edition of our leaders in customer loyalty series, the Brand Stories edition. I wanted to welcome you back. Today we're going to talk about international loyalty programs. Launching a customer loyalty program regionally can be challenging for many brands. However, creating an effective international customer loyalty program that addresses the unique nuances of each regional market is an even greater challenge. Today, we'll explore a success story from the Philippines, a quick service restaurant that not only serves amazing cuisine, but also has built a strong customer loyalty program to match. This program features a robust mobile app and a deep commitment to customer engagement.

Jollibee Origins And Global Growth

SPEAKER_01 0:51

Let's take a closer look at the Jollibee program and how it's mastered the art of customer loyalty. In this episode, we're going to hear from Rachel Masakal. She is the director of digital marketing at the Jollibee Group North America. Rachel, thank you very much for joining us today. How are you?

SPEAKER_00 1:09

Good. I'm so happy to be here. Thank you, Mark.

SPEAKER_01 1:12

Excellent. Looking forward to the discussion. For those who may not be familiar, can you tell us a little bit about Jollibee?

SPEAKER_00 1:18

Yeah, absolutely. So Jollibee is a beloved Filipino fast food chain known for serving great tasting food and spreading joy wherever we go. We are a part of Jolly Bee Foods Corporation, one of the largest and fastest growing restaurant companies in the world. But beyond the food, our mission is to create joyful experiences and foster a true sense of community among our customers, both in our stores and through the connections our brand inspires.

SPEAKER_01 1:48

Excellent. Can you tell us about how, why, where, you know, was the company started?

SPEAKER_00 1:54

Yeah, absolutely. So Jollibee began in 1975 as a small ice cream shop founded by Tony Tan Kateong in the Philippines. When customers began asking for hot meals, we started serving savory dishes that quickly outshined the ice cream. By 1978, we officially became Jollibee. Since then, we've grown to more than 1,600 stores across 33 countries, including 15 US states, making us one of the most recognized Filipino brands globally.

SPEAKER_01 2:27

Okay, great. And when you look at the success Jollibee has had, you know, what's led to that success?

SPEAKER_00 2:33

Great question.

Menu Differentiation And Brand Joy

SPEAKER_00 2:35

I think what led to so much success is our menu in distinct, cravable items led by our signature Chicken Joy. It is handbreaded, uniquely seasoned, and voted America's number one fast food fried chicken by USA Today two years in a row. So we're constantly innovating and offering exciting new flavors and products that appeal to adventurous eaters, looking something, looking for something more beyond the QSR space.

SPEAKER_01 3:06

Excellent. We'd love to know a little bit more about you. And you know, maybe what led

Rachel’s Role And Personal Connection

SPEAKER_01 3:16

to you to this current role?

SPEAKER_00 3:18

Great question. I have been at Jollibee uh for three years, and I serve as the director of digital marketing and e-commerce. I oversee the strategy and execution of our digital platforms, including our mobile app and our Jollibee Rewards Loyalty Program. A little bit about my journey. It began years before I joined the company. I visited the Philippines for the first time in college, and I remember trying Chicken Joy, and I will never forget that moment because it was the best-tasting fried chicken I've ever had. So stepping into this role where I get to shape Jolly B's digital experience felt like coming home to a brand that made such an impression on me.

SPEAKER_01 4:04

That's awesome.

unknown 4:05

Yeah.

SPEAKER_01 4:05

And when you look at the kind of the scope of your position, a fairly broad scope scope, uh, obviously doing some very important things with customer loyalty program, the customer experience focus.

Digital Pace And Authenticity

SPEAKER_01 4:17

You know, what keeps you up at night? What are the biggest challenges or opportunities you see and face in your position?

SPEAKER_00 4:24

Great question again. Um honestly, what keeps me up at night is the pace of digital change. Especially in QSR, consumer expectations shift so fast. So the challenge really is staying ahead while keeping Jollibee's joyful spirit front and center. Because at times digital can feel very transactional. So it's about balancing innovation with authenticity.

SPEAKER_01 4:49

Okay. Uh,

Value Strategy And Margin Balance

SPEAKER_01 4:50

you know, consumers today are very value conscious right now. It's a trend we see within the loyalty 360 member community as we meet with them, discuss uh, you know, the topics and areas of interest pertaining to customer loyalty, uh, inflationary pressures, some economic uncertainty, headwinds. You know, how does Jollibee ensure its customer loyalty program and the promotions thereof, you know, resonate with a budget-sensitive customer while still being focused on margins?

SPEAKER_00 5:20

That has been basically our strategy this entire year because we know that consumers want value beyond discounts. So with Jolybee Rewards, we offer savings and personalized offers that just makes customers feel recognized while protecting our margins. Um, so by doing this, we drive engagement through our own platforms, through uh first party, so we can deliver targeted deals to our customers and early access. So that really does drive customer value with sustainable growth.

SPEAKER_01 5:56

Okay. When you look at uh the QSR industry, uh, very

Community-Driven Rewards Differentiators

SPEAKER_01 6:01

competitive, and there's a number of exemplary customer loyalty programs within the space. You know, what sets Jollibee's customer loyalty program apart from competitors in the QSR space?

SPEAKER_00 6:13

What makes Jollibe Rewards unique is how it reflects our joyful community. Um, and it's community-driven brand, right? It's not just about points, it's about creating connection. Um, a great example of that is our Cat's Eye Partnership, where we offered an online exclusive menu and ticket sweepstakes. So we turned a fandom moment into an interactive brand experience.

Localized Vs Unified Global Loyalty

SPEAKER_01 6:38

Okay. When you look at customer loyalty, uh, there's domestic programs, international programs. You know, is the customer loyalty program international as well? And if so, is it a similar program or a different program?

SPEAKER_00 6:50

So currently, Jolly Bee Rewards is active in the US and Canada. We have apps in other markets, but each loyalty program is locally designed to fit the region's audience and culture.

SPEAKER_01 7:01

Okay. Uh, you know, we have a number of loyalty uh 360 members who are in Europe. Uh, and as you mentioned, uh they're designed differently. They have some slight differences in their offerings. You don't want to be genoc, kind of you know, genocentric, uh ethnocentric, you can get that right. Uh, and you know, they're usually not unified. Um, is that something that you're looking to potentially do with your program to have kind of a unified customer loyalty program, or will they stay somewhat autonomous for a period of time?

SPEAKER_00 7:32

We intentionally design each market's loyalty program independently.

App Integration And First-Party Ecosystem

SPEAKER_00 7:36

So this allows flexibility in terms of tailoring rewards and promotions to what customers value most in each region.

SPEAKER_01 7:44

Okay. I know you recently enhanced the mobile app to fully integrate Jollibe rewards. You know, how does the integration into the app enhance the customer loyalty experience, you know, for both new and uh potentially existing customers?

SPEAKER_00 8:00

Well, in the US and Canada, our app prioritizes convenience. So streamlining and integrating rewards, making it easier to earn everydeep points in one place. We had never done that before. So for Jalibee North America, this was a big step for us.

SPEAKER_01 8:17

Okay.

Balancing Third-Party And Direct Ordering

SPEAKER_01 8:18

Third-party delivery platforms like DoorDash, Uber Eats, and others there are becoming uh more prevalent, obviously. Uh, but there can be challenges within who owns a customer service, who owns a customer uh loyalty. Uh, you know, how do you balance the convenience of these services, you know, with encouraging customers to order directly through Jollibee and your app and kind of engage with you know the brand directly?

SPEAKER_00 8:43

Well, we know that third-party apps are convenient. So our goal necessarily isn't to replace them, it's to make the Jollibee app the most rewarding place to order. So, again, we do that through exclusive deals, app only items, and loyalty perks. You can't get anywhere else. Um, it's convenience with more value. And we also offer delivery as well through our app.

SPEAKER_01 9:05

Okay.

Personalization, Offers, And Data Use

SPEAKER_01 9:06

When you look at data, data is an integral part of customer loyalty, customer experience, being able to leverage it right, action on it. You know, how does Jolly B use data from the app and the customer loyalty programs, you know, to personalize offers and elevate the customer experience for the individual?

SPEAKER_00 9:24

So we focus on making the Jollibee app the most valuable place to order. So offering in-app deals, limited time offers with you know very strong welcome bonuses to drive app downloads, um, that just entices customers and includes engagement. So while all everything is now seamless and in one ecosystem, which before it wasn't like that at all. So we hope that our customers feel connected to the Jollibee community through our app.

SPEAKER_01 9:55

Okay. And much like the loyalty program, the experiences with an app can be very uh kind of unique as well, depending on the region uh and how the customers engage with technology. Is the app offering similar across the globe, or do you allow for international offerings uh to be flexibly tailored to uh you know different regions?

SPEAKER_00 10:18

For now, um, Jolly B North America, the offers are only available in US and Canada.

SPEAKER_01 10:24

Okay.

unknown 10:25

Yeah.

SPEAKER_01 10:26

That's all. Okay. Uh when you look at uh you know the growth of the business, uh very significant growth you've

App’s Role In Billion-Dollar Goal

SPEAKER_01 10:33

had. Uh you know, with you're aiming to be a $1 billion business by 2028. You know, how does the app launch fit into the brand's broader growth strategy initiatives uh in North America?

SPEAKER_00 10:47

Great question. I mean, the app is truly one of the major drivers for our North American growth. It connects the entire customer journey and strengthens our brand relevance through loyalty, personalized rewards. So all of this fuels repeat visits and supports our 1 billion goal.

SPEAKER_01 11:06

Okay. Um, when you look uh forward, right, well, what's next uh with regard

Partnerships And Thoughtful Gamification

SPEAKER_01 11:13

to uh your customer loyalty program, customer experience efforts? What do you envision going forward in the next year that will be integral to the program?

SPEAKER_00 11:23

Well, we are making more loyalty, immersive, and emotionally connected. So expect creative partnerships like our cat's eye activation that surprise fans in meaningful ways. Another thing that we're also doing is we are exploring gamification, but we want it to be in a way that enhances the journey and not just adds clutter or noise. So at the core, it's about keeping loyalty fun and true to Jollibee's joyful spirit.

SPEAKER_01 11:50

Okay. And when you look at the program, you know, what are two or three things you're most proud of?

SPEAKER_00 11:55

Ooh, great question. Um I am proud of first adoption. So we are on track for one

Milestones, Adoption, And Team Kudos

SPEAKER_00 12:06

million loyalty users by the end of the year, which is huge growth for us. And finally, the impact on customers. I mean, I see comments and feedback from tons of customers who say they have downloaded the app just to earn points for their weekly chicken joy ritual. So it's very exciting to see that moments like this, we are becoming a part of our customers' lives. And I have to say, all of this is possible with our amazing digital teams. I mean, they've really built and maintained these tools to make it all happen.

SPEAKER_01 12:40

Absolutely. It's great to hear. Uh, you know, gamification is something that we hear a great deal about. We have weekly meetings with our brands and we talk about different topics. And gamification, obviously, is very important, but one of the things we're seeing recently is that gamification is uh maybe not a term brands are comfortable with using uh because of the game theory aspects. So uh many brands are trying to use different terminology with regard to kind of you know quiz commerce or more customizable data uh pieces, especially when they're looking at uh

Quick-Fire Round And Closing

SPEAKER_01 13:09

kind of you know rolling that out because there seems to be a little bit of blowback right now from a consumer perspective on the whole game theory piece, but uh just a little piece of insight there. Uh and last question, you know, what can Loyalty 360 do to help you and your program and your customer loyalty efforts?

SPEAKER_00 13:25

Uh Loyalty360 is incredibly valuable in helping brands stay ahead. Um, continuing to share cutting edge insights and cross-industry best practices really pushes our thinking and helps us innovate. Um, the basically, the more you showcase what great loyalty looks like, the more equipped we are to elevate our own program.

SPEAKER_01 13:46

Excellent. Well, thank you very much for that. Now we have the wonderful quick file round questions. Uh let's keep these to one word or uh you know a short phrase. Uh, you know, uh what loyalty programs do you belong to?

SPEAKER_00 13:59

Ooh. Um I'm going to say Essence, the Canadian e-commerce platform.

SPEAKER_01 14:08

Okay. Uh what brand other than Jollibee are you most loyal to?

SPEAKER_00 14:15

Ooh. Target.

SPEAKER_01 14:17

Okay. Uh is there a book that you read, uh, you know, read once or you read often that you uh like to recommend to colleagues?

SPEAKER_00 14:26

Absolutely. Emotional Intelligence 2.0 by Travis Bradbury and Gene Greaves. This has helped me out tremendously.

SPEAKER_01 14:33

Okay. And is there uh another profession that uh you may like to attend, something you'd like to give a try, uh other than the one you're currently in?

SPEAKER_00 14:42

I would love to be a travel writer or blogger.

SPEAKER_01 14:46

Okay. Uh and what do you enjoy doing that maybe you often don't get as much time to do anymore?

SPEAKER_00 14:53

Unplugged travel.

SPEAKER_01 14:55

Okay. Uh who inspired you to become the person you are today?

SPEAKER_00 14:58

My mother.

SPEAKER_01 15:00

What do you typically think about at the end of the day?

SPEAKER_00 15:03

What I'm grateful for.

SPEAKER_01 15:05

Excellent. And how do you want to be remembered by your friends and family?

SPEAKER_00 15:11

As someone who lived independently but always with love and intention.

SPEAKER_01 15:15

Okay, great. Well, uh, Rachel, thank you very much for taking the time to join us today. It was a pleasure speaking with you uh and getting a uh a more detailed understanding of the Jollibee program. So thank you very much for taking the time to speak with us.

SPEAKER_00 15:28

Thank you so much, Mark. It was great to meet you.

SPEAKER_01 15:30

Absolutely. Thank you everyone else for taking the time to join us. Make sure you join us back uh every week for a new edition in our Leaders and Customer Loyalty series. Until then, have a wonderful day.