Tony Tan Caktiong
President and CEO of Jollibee Food Corporation
Loyola Schools Commencement Speaker 2005 ©

Tony Tan Caktiong's parents were poor migrants from the Fujian province of China. He was exposed to the restaurant business from an early age, as his father first worked as a cook in a Chinese temple. The family fortunes took a turn for the better when Tony was 11, when his father was invited by a friend to set up a Chinese restaurant in Davao and the family moved south. The third of seven siblings, he and his brothers and sisters all helped in his father's restaurant after school, cleaning tables, bussing trays and serving water to customers. Thus began their long romance with the restaurant business. Because the restaurant was doing well, he was able to come back to Manila for college, studying Chemical Engineering at the University of Santo Tomas.
In 1975, while on a field trip with his schoolmates to the Magnolia Ice Cream plant in Quezon City, he saw a poster soliciting franchise applicants for Magnolia's ice cream parlors. Later that year, with a college diploma under his belt and barely back from his honeymoon, he took the family's pooled savings of P350,000 and set up ice cream parlors in Quiapo and Cubao. To support this family effort, his siblings moved back to Manila to help run the business.
Over time, they began to notice that their customers were always looking for hot foods on the menu because they didn't want to eat ice cream on an empty stomach. The Tans drew on their restaurant experience to come up with their own recipes for chicken and hamburger sandwiches, and added these to their product line-up. They soon noticed that their customers were lining up more for their burgers than for the ice cream. In 1978, they decided to convert what was by then a chain of six ice cream parlors into burger restaurants.
While brainstorming for a name for their new restaurant chain, they decided to name it after a bee because bees worked hard and produced sweet things in life. But why did they add the word "jolly"? In the words of Tony himself, "It is not enough that one is busy- one should be both busy and happy. Otherwise, being busy would not be worth it." And thus, "Jollibee" was born. Like Filipino working folk, a bee hops around and produces sweet things for life, and is happy even though it is busy.
Today, Jollibee is one of the very few domestic fastfood chains in the world to have the distinction of beating the global fastfood giant at its own game. When the golden arches first set up shop in the Philippines in 1981, everyone assumed that the global giant would rule the Filipino market, as it has everywhere else in the world. But instead of closing shop and applying for a McDonald's franchise as many of their friends advised, Tony and his family geared up to do battle. And a strange thing happened. For the first time anywhere in the world, a local chain outsold the global giant.
By 1984, Jollibee had leaped into the ranks of the top 500 Philippine corporations. In 1987, it broke into the elite league of the country's top 100 corporations, at the same time opening its first international outlet, in Brunei. In 1991, it opened its 100th store in Davao City. In 1993, Jollibee held an initial public offering and became the first fastfood company to list its shares in the Philippine Stock Exchange.
Today, Jollibee's store network in the Philippines totals 1,065 outlets, including 500 Jollibee, 303 Chowking, 232 Greenwich, and 31 Delifrance outlets. Its worldwide restaurant network totals 1,185 stores in nine countries, including 88 Yonghe King outlets in China. It booked systemwide sales of P35.54 billion in 2004. It directly employs over 40,000 people, providing employment for tens of thousands more in allied and support businesses. It provides income opportunities to hundreds of suppliers, and business opportunities to small and medium entrepreneurs through its franchises.
Tony Tan Caktiong's singular achievement in business and entrepreneurship has been recognized again and again by some of the most prestigious publications and awards-giving bodies. The numerous awards that he and his company have received defies enumeration. Jollibee has been recognized repeatedly by such distinguished publications as the Far Eastern Economic Review, Forbes, Euromoney and Asian Business as one of the most admired, most copied, most innovative, and most professionally-run companies in the Philippines and in the region. It has received accolades from the World Economic Forum, the Philippine Franchise Association, the Asian Institute of Management, the Philippine Chamber of Commerce and Industry, and the Consumers' Union of the Philippines.
Tony Tan Caktiong has also received the Ten Outstanding Young Men award and the Philippine Marketing Association's Agora Award for Entrepreneurship. He was named the Management Association of the Philippines' Management Man of the Year in 2002, and most recently Ernst & Young's 2004 World Entrepreneur of the Year, besting 31 other entrepreneurs from all over the world at the grand finals held in Monte Carlo.
When asked for the secret to his success, he will share his homespun formula: Work hard. Deal with people honestly. Always look to improve yourself. And never be afraid to dream big.
What is especially remarkable about him is that despite his phenomenal business success, he has remained a very simple, down-to-earth and humble man. Everyone who has met him has been astounded that the business genius behind the Jollibee success story is the self-effacing, very practical and charming young man standing in front of them.
Tony Tan Caktiong's rags to riches story could be typical of many of our country's Chinoy entrepreneurs. But his contributions to the nation are anything but ordinary. His achievement is not adequately described by facts and figures on store openings and fastfood sales, or by these awards for entrepreneurship, or management or marketing excellence. Jollibee's story is not merely about business success. Tony's contributions to the country are not limited to generating employment or contributing to GDP, or providing good value for money to a people who have been economically hard hit. His most unique and most important contribution to the Philippines is his having given us hope in the Philippines and pride in being a Filipino.
By turning Jollibee into a major international brand, Tony Tan Caktiong has proven that Filipinos can be globally competitive. As Jollibee differentiates itself from foreign multinationals both in its advertising and in the day to day in-store experience it provides its customers, it is able to help us clarify what is distinctly Filipino about us. Jollibee is not just a company: it is a personality, a cultural icon. Tony Tan Caktiong is not just a business leader, but a modern day hero. He and his company have touched the lives and the psyche of the Filipino people in ways that much bigger companies have not been able to do.
In a Philippines where hope and pride are in short supply, Tony Tan Caktiong is a beacon of hope, showing that there is room for success earned honestly and by dint of hard work. In a country where there are apologists for every failure we encounter, he has shown that no apologies are necessary for being Filipino. In a world that can often look down at the Philippines and things Filipino, Mr. Tan Caktiong's successes truly give us cause to stand tall and proudly declare that we are Filipino.
Where many others keep saying that the Filipino cannot, he has shown that the Filipino can. Jollibee has. Tony Tan Caktiong has. So can I.
Work hard. Deal with people honestly. Always look to improve yourself. And never be afraid to dream big. Truly, like the proverbial bee, Tony Tan Caktiong has been very busy these last 27 years. More importantly, he has been happy. And it has all been worth it- for Tony, for his company, but especially for the Filipino people.
For espousing a leadership that is clear in its directions, firm in its goals, standing for what is right rather than what is acceptable, and with a heart, and for being an epitome of humility, practicality, frugality, diligence and hard work; for turning Jollibee into a major international brand with its heart in the Philippines and strength born of Asian pride; and for proving to the world that Filipino companies can compete with foreign big name firms successfully, the Ateneo de Manila University is proud to present to the graduating class this year's Commencement Speaker, the 2004 World Entrepreneur of the Year, Founder, President and Chief Executive Officer of Jollibee Foods Corporation, Mr. Tony Tan Caktiong.©
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