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Why Is McDonald's Struggling In The Philippines? Jollibee

Operator ZoneRestaurant Failures & Lessons/CNBC/7:45

McDonald's gets beaten at their own game in the Philippines because Jollibee understands something most operators forget — you can have the best systems in the world, but if you don't know your market's palate, you're just another expensive lesson in hubris. While McDonald's was pushing the same global playbook, Jollibee was serving sweet-style spaghetti and fried chicken that actually tastes like what Filipinos want to eat. You're either adapting your menu to your neighborhood or you're paying premium rent to serve food nobody's ordering.

— The Chef's Take

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