This made Jollibee as the largest restaurant chain the Philippines in terms of number of branches/stores.

Jollibee is more competitive than other restaurants in the Philippines such as McDonald's, Wendy's, KFC, and many others. JFC stated in their disclosure that, "The Company's competitive edge include strict adherence to its policy of maintaining high standards in food quality, reasonable prices, excellent service and cleanliness in its stores."

The Jollibee brand continued its dominance through JFC's marketing efforts. It launched the "I Am Young, I Am Pinoy, I Yum" Pinoy Pride campaign for the Yumburger, and "Walang Kapalit ang Saya at Sarap" campaign for the Chicken joy. The brand's educational children's show, Jollitown, continued to be successful. It maintained its number one slot among weekend kids TV programs in its new home station, ABS-CBN.