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Jollibee's UK design is launchpad to European growthPhoto: Provided.
June 10, 2021
Jollibee has invested more than $42 million into its new U.K.-based restaurants, including a redesign enabled by a partnership with Applied Studio. Jollibee’s European flagship opened in late May, in London’s Leicester Square, unveiling the revamped design, a news release said. The opening will be followed by six more store openings across the U.K. by the end of this year in Edinburgh, Newcastle, Leeds, Nottingham, Cardiff and Reading.
Applied Studio worked with branding agency ico Design Partners and market research company Jigsaw Research to reimagine Jollibee for the European audience. Applied Studio was tasked with designing a contemporary spacey with a homey feel. Jollibee specified that the design make it stand out in the restaurant market and appeal to 18- to 30-year-old crowd.
Design highlights included:
“The new design of Jollibee is unique within its sector,” Patrick Abrams, Applied Studio managing director, said in the release. “The standard, formulaic design has been completely rethought and we hope it will be disruptive. It’s a step up from the competition and provides customers with an unparalleled experience. Customer satisfaction and providing premium hospitality was the priority through all facets of our design. We think we have created something that looks great but also functions exceptionally well so that the dining experience is as good as the aesthetics.”
Jollibee Europe Business Head Adam Parkinson said the design reflects the brand’s forward movement post-pandemic.
“When restrictions are lifted, demand will return for social experiences,” he said in the release. “As community spirit and hospitality are central to both Jollibee as a brand and the Filipino culture, it was important for us to build a restaurant that is based on shared experiences and family values. With the new store design, we wanted to create spaces that feel like home, where customers can relax, feel comfortable, and enjoy the atmosphere with family and friends.
“We needed to ensure we did not alienate anyone, especially the Filipino community who have been with us since day one. We had to balance building something new, exciting, and attention-grabbing for those who don’t know us yet, while still engaging with our loyal customer base.”
Jollibee has nearly 1,500 stores worldwide.
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