Filipino fast-food chain Jollibee has launched its first-ever global loyalty program, Jollibee Rewards, in partnership with the branding agency Landor. The program debuted successfully in North America and aims to enhance customer engagement while celebrating the brand’s Filipino heritage.
Members of Jollibee Rewards can earn rewards both online and in-store, with every dollar spent translating into 10 points. This initiative is designed to create a sense of community among customers and strengthen their connection to the brand.
Matthew Robinson, creative director at Landor in Hong Kong, expressed pride in collaborating with Jollibee to enhance its joyful brand image through this new loyalty program. Central to the initiative is Landor’s concept of “Amplify the Joy,” which shapes the program’s visual identity and overall customer experience.
The new visual system maintains Jollibee’s recognizable color palette while introducing a lively, lifestyle-oriented design that appeals particularly to Gen Z in North America and other key markets. The updated aesthetics feature playful elements and vibrant photography.
To engage a younger audience, the program has adopted a catchy verbal identity: “Be Joyful, Be Flavorful, Be Delightfully Different.” This phrase encapsulates the essence of Jollibee’s mission to spread joy through its offerings.
Overall, Jollibee Rewards represents a significant step in the brand’s international expansion, aiming to connect with customers worldwide while promoting a joyful dining experience.
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