Jollibee's Recipe for Success? A Dash of Qualtrics
- By Winston Thomas
- January 18, 2025

Jollibee Group, the company behind the wildly popular Filipino fast-food chain Jollibee, is on a mission to understand their customers’ tastes. Their secret sauce? The Qualtrics experience management (XM) platform.
In a multi-year deal, the Group will use Qualtrics XM to gather and analyze customer feedback across its various brands, including Jollibee, The Coffee Bean & Tea Leaf, and Smashburger. The goal? To create a more personalized and satisfying customer experience.
But why Qualtrics XM? For Jollibee Group, it’s all about getting deeper insights into customer experience.
“Deeper CX insights are enabling us to move beyond surface-level metrics like survey volume or traditional satisfaction scores,” explains Jacqueline Fuentes, head of global customer experience at Jollibee Group. “With Qualtrics, we now have the ability to identify actionable insights from customer feedback across multiple channels. This allows us to understand not just what our customers are saying, but also why they feel that way.”
The technology stack’s strength lies in its ability to detect patterns that human analysts might miss. “One of the most significant advancements with Qualtrics is its ability to identify key themes, including topic, emotion, and effort detection,” Fuentes explains.
It means that when a customer has a different experience with their Chickenjoy than someone ordering a Smashburger, the system can contextualize these experiences within their local markets while identifying global trends.
For Jollibee’s global tech operations, the platform represents a significant upgrade to its customer experience stack. Marcos Cadena, global chief technology officer of Jollibee Group, emphasizes that the system will “consolidate customer feedback from in-store and digital touchpoints, accelerate case resolution, and provide actionable insights for our customer-facing teams.”
The real game-changer, however, is the system’s ability to drive precise, localized actions. Teams can now drill down to specific locations, products, or services, enabling faster and more targeted responses to customer concerns. Custom dashboards provide different teams with relevant insights, ensuring that everyone from store managers to regional directors has the data they need to make informed decisions.
“Additionally, the platform’s ability to highlight key drivers of customer sentiment enables faster and more precise prioritization of improvements,” adds Fuentes. “This empowers teams to focus on what truly matters to customers.”
This granular insight is particularly valuable for a company like Jollibee, which must balance maintaining its iconic brand while adapting to local tastes across different markets. The platform helps the company move “beyond surface-level metrics like survey volume or traditional satisfaction scores,” as Fuentes puts it, to understand the deeper drivers of customer loyalty and satisfaction.
Bottom line
For Jollibee Group, this technological upgrade isn’t just about collecting more data — it’s about transforming that data into meaningful improvements that customers can taste, feel, and experience wherever they are.
As Brad Anderson, president of product, UX & engineering at Qualtrics notes, "Companies that win and succeed in today’s fast-moving markets prioritize delivering great experiences their customers love."
In an industry where every customer interaction counts, this might just be the secret ingredient Jollibee is looking for to drive its growth.
Image credit: iStockphoto/neiu20001
Winston Thomas
Winston Thomas is the editor-in-chief of CDOTrends. He likes to piece together the weird and wondering tech puzzle for readers and identify groundbreaking business models led by tech while waiting for the singularity.