Jollibee's new menu

When you think of Jollibee, the first thing that comes to mind is their Chicken Joy. This afternoon, after my dreadful day in school, i wanted to treat myself to Jollibee. What did i buy you ask? Not their popular Chicken, but a salad. Salad? In a fast food joint? Better believe it folks!

With the emergence of healthy lifestyles, coming from the different diets, popularity of gyms, the fast food industry has certainly adapted and went with the latest trend of their market. I remember watching over CNN how the US fast food industry has taken concern on the health benefits of their products and has provided their consumers a healthier alternative. From greasy burgers to fresh garden salads and fruits, they have addressed the variety of their consumers.

One might think it can cannibalize their more popular products (i.e. fries, burgers, etc). However, a brand manager of Pepsi Co. Philippines once told me the logic of introducing a rival product as part of your own. A brief info: Pepsi Co. largely caters to softdrinks, or carbonated drinks like Pepsi but it also has Tropicana, a juice drink. Juices are considered as a competitor for these carbonated drinks. When i asked him about this seemingly masochistic cannibalization, he replied frankly that there are trends that you cannot ignore, one of this is the growing health awareness of the market. But instead of the Pepsi Co. consumers shifting to another product made by another company, Pepsi Co. has introduced Tropicana to cater to their consumers demands. Though their consumers share has decreased in their carbonated drinks, their share for juice has increased in a way retaining or even increasing their total market share as a company.

KFC so far was the first to introduce their salad menu to the fast food industry. Some of you might remember this with Amanda uttering "Oh my gulay" at the end of that KFC ad. Though they succesfully pioneered in the salads, that commercial deserves some cruel criticism, but thats another entry. After KFC, i was surprised and yet relieved that Jollibee was promoting their own salad menu. A good move for Jollibee indeed. But whats next? Tofu fries?

F.Y.I. The salad i had wasn't that bad, but it wasnt that good either...

Damn i miss marketing.

- Live like there's no tomorrow. Love like it's your last.