September 15, 2009 – I was one of those who attended Jollibee’s launch of their newest product, Jollibee Chicken Barbecue, in Jollibee Guadalupe in Cebu City. So what is this Jollibee Chicken Barbecue by the way? In their press release, it is stated that:

With the Jollibee Chicken Barbecue, Jollibee takes a Filipino gastronomic classic and improves upon it, creating the perfect version of the dish. Made only from generous premium chicken cuts, it uses a special marinade made from top secret ingredients which endows it with that mouth-watering barbecue taste. Soaked long enough for the flavor to thoroughly seep in, it also utilizes a special culinary technique that allows it to be thoroughly cooked while still remaining juicy and tender. Furthermore, the Jollibee Chicken Barbecue is served with its perfect accompaniments—a delicious barbecue dipping sauce and steaming java rice—for a truly memorable dining experience.

Basically, Jollibee’s launching of this new product aims to bring the Filipino spirit when it comes to fast food. A big milestone for them since most fast food chains serve American-style food. This is what you call an “innovation” in the fast food industry. Continue reading →