Quite common for similar rival businesses to be close to each other..crowds attract crowds..and those places cant get more than full up.
Yes for established chains, this is one unknown restaurant against the entire western world and I don't think the London one is in quite so direct competition as the Liverpool one will be, so to me it is quite a bold move, you have to remember that Jolibee is the only company to take on the likes of McDonald's invading its home territory and win.
To many Jollibee is unknown but equally to many it is a known brand name, curiosity is also a good sales driver albeit with a short lifespan. I think people now require a more diverse choice in many things and this market place is one of them. I think they have used a very good marketing strategy so far in terms of announce, brand and display then wait! It's certainly piqued interest
Source: On the opening of the London Jollibee; The queue snaked around four blocks at Earl's Court in London, a known hub for Filipino workers and expatriates and which hosts several Philippine bank branches and buffet restaurants. It is this kind of dedication to what is Filipino, and the fact that Filipinos are everywhere, that fuel the chain's aggressive bid to become one of the top five restaurants in the world by 2020. "Today, we are at No. 11 or 12, depending on stock price. To achieve that dream, we will require an aggressive expansion coming from strong organic growth and strategic acquisitions," Mr Ernesto Tanmantiong, chief executive officer of Jollibee Foods Corp (JFC), said in an interview with reporters covering the opening of the company's first British branch. The branch, which opened last Saturday (Oct 20) at Earl's Court, already signals an aggressive JFC expansion in Europe. Mr Tanmantiong said the company would be opening 50 stores across the continent in the next five years, half of which would be scattered across major British cities and the other half in Spain and Italy.
