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Craig Neale, Head of Marketing - UK at Jollibee.

Jollibee enhances UK presence with delivery reach

Jollibee's Head of Marketing - UK believes they will invest more in delivery this year.

Jollibee will invest more delivery this year, according to Craig Neale, Head of Marketing - UK at Jollibee.

Jollibee, who has been ranked the second-fastest in 2024, is an Asian fast-food giant which has over 1,400 restaurants worldwide.

Craig will join other leaders from Pizza Hut, Papa Johns, EL&N Cafe, and Diverse Dining in a panel discussion about marketing challenges and trends, how to attract more customers, and where to meet new ones in an increasingly competitive environment at the QSR Media UK Conference & Awards 2024.

An exclusive event for the quick-service and fast-casual restaurant industry leaders, the QSR Media UK Conference & Awards 2024 is happening on 21 May at the De Vere Grand Connaught Rooms in London, UK.

The event features top industry leaders, panel discussions, and in-depth speaking sessions about the relevant issues of today. In conjunction, the event will also hold the QSR Media Awards 2024 where top brands who have showed ingenuity in their various initiatives will be lauded.

QSR Media had a quick discussion with Craig on what trends he found interesting and what he hopes to share with his fellow industry leaders.

What are some of the interesting trends you've noticed in the past year that QSR leaders should keep an eye out for?

Great quality products with authentic ingredient stories is a trend that I’m loving at the moment. Consumers are looking to discover something different on their food adventure, connecting with products which have a point of difference and authenticity.

What has been your top challenge for the year and how did you and your brand overcome it? 

The rise of delivery has been a great challenge for us to have as more and more UK consumers seek to taste something different from the comfort of their own home. Allowing delivery drivers and riders to feel a part of our brand is super important and we’ve worked hard to ensure they feel like colleagues.

How do you think QSRs could maintain their competitive advantage in a quickly changing landscape?

It’s all about great-tasting product with a real connection to the ingredients used. By investing in great quality, fresh ingredients and ensuring that you build teams who know how to add value and care for those ingredients, you’re able to really stand out to consumers who are expecting higher quality and authentic flavours when they eat in QSR outlets.

What opportunities are you looking to invest in this year? 

Definitely delivery. We’ve heard loud and clear from our customers that they want to be able to replicate the great experience they have in Jollibee whilst in the comfort of their own homes. We work really closely with UberEats, Deliveroo and JustEat on ways to reach those customers at a time and place which is best for them.

What specific insights do you want to leave the audience in your speaking/panel session? 

Good value for money no longer means compromising on good quality. We can see that delivery channels are starting to really push hard on discounting. I think consumers can see through that and understand that a heavy discount just means that they need to compromise elsewhere. 

Consumers today are comfortable with ignoring discounting and prefer consistent pricing where good value means that the quality and portions live up to the excitement and adventure that great-tasting food can bring.

For more information about the QSR Media UK Conference & Awards 2024, please click this link.

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