The Jollibee outlet in Dubai Mall has a separate token counter to help customers with ordering. Jeffrey E Biteng / The National
The Jollibee outlet in Dubai Mall has a separate token counter to help customers with ordering. Jeffrey E Biteng / The National

Filipino fast-food chain Jollibee an instant hit in Dubai



Dubai resident Rosalie Edra promised her 8-year-old son that she would treat him to Chicken Joy at the newly opened Jollibee fast-food outlet at ­The ­Dubai Mall if he scored high in his school tests. Even if that meant waiting in line for several hours, which is what excited customers devoted to the Filipino fast-food chain have been facing ever since the first in a series of UAE outlets opened there last month.

“I told him we’d eat at Jollibee at the weekend and I couldn’t backtrack because he was so excited,” says the 38-year-old ­mother from the Philippines.

On Saturday, she and her son arrived at Jollibee, which is sandwiched between KFC and MerCurries in the food court, at 10am to find they weren’t the only ones who had planned to queue early. The Jollibee line stretched to the back of the seating area, where a token booth has been installed to create systematic ordering.

Clutching a token with the number 0364 on it, Edra and her son Russell still hadn’t been able to place their order two-and-a-half hours later.

“We didn’t come when it opened because we had heard about the rush,” she says.

“But being from the Philippines, where this is so famous, we will wait no matter how long it takes.”

Jollibee Foods Corp is the Philippines’ largest fast-food company, outselling McDonald’s and KFC in South East Asian countries. The most popular items on their menu are Chicken Joy, Steak Burger and Jollibee Spaghetti. This year, the Jollibee network hit 2,933 stores worldwide. The company plans to open 330 more outlets, including those in Canada and the UAE.

Although the first official outlet in Dubai opened in 1995, it was shut without a reason.

“I’ve eaten Jollibee in the Philippines and it was yummy,” said Russell, as he patiently waited. “I can’t wait to try it out here.”

Brothers Jonas and Dr Rommel Sergio waited for three hours before a Jollibee attendant escorted them to the counter to place their order.

“We miss Filipino food here,” says Rommel. “I think that’s why there is such a hype around Jollibee at the moment.”

Despite having to queue for four hours during his first visit, Maritez Indencio was back on Saturday for more.

“I’m hooked. I’ve been eating this back home and it is addictive,” says the 28-year-old.

Christy Catolico, 32, brought her MP3 player and a friend along to keep her company for the wait, which had already reached two hours. “We knew it would take this long,” says Catolico. “We were eating Jollibee as kids. So I think it is worth the wait.”

She says its distinct “Filipino flavours” are unmatched by other fast-food outlets. “That taste is something other outlets cannot recreate,” says Catolico.

“A bit sweet, with the right amount of spice and meat, and not too salty.”

aahmed@thenational.ae

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Fuel economy, combined: 13.5L / 100km

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Director: Anu Menon

Rating: Three out of five stars

MATCH INFO

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Chelsea 0

ABU DHABI'S KEY TOURISM GOALS: BY THE NUMBERS

By 2030, Abu Dhabi aims to achieve:

• 39.3 million visitors, nearly 64% up from 2023

• Dh90 billion contribution to GDP, about 84% more than Dh49 billion in 2023

• 178,000 new jobs, bringing the total to about 366,000

• 52,000 hotel rooms, up 53% from 34,000 in 2023

• 7.2 million international visitors, almost 90% higher compared to 2023's 3.8 million

• 3.9 international overnight hotel stays, 22% more from 3.2 nights in 2023

Getting there and where to stay

Etihad Airways operates seasonal flights from Abu Dhabi to Nice Côte d'Azur Airport. Services depart the UAE on Wednesdays and Sundays with outbound flights stopping briefly in Rome, return flights are non-stop. Fares start from Dh3,315, flights operate until September 18, 2022. 

The Radisson Blu Hotel Nice offers a western location right on Promenade des Anglais with rooms overlooking the Bay of Angels. Stays are priced from €101 ($114), including taxes.

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Power: 218hp
Torque: 330Nm
Transmission: Single-speed automatic
Max touring range: 402km (claimed)
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Dubai works towards better air quality by 2021

Dubai is on a mission to record good air quality for 90 per cent of the year – up from 86 per cent annually today – by 2021.

The municipality plans to have seven mobile air-monitoring stations by 2020 to capture more accurate data in hourly and daily trends of pollution.

These will be on the Palm Jumeirah, Al Qusais, Muhaisnah, Rashidiyah, Al Wasl, Al Quoz and Dubai Investment Park.

“It will allow real-time responding for emergency cases,” said Khaldoon Al Daraji, first environment safety officer at the municipality.

“We’re in a good position except for the cases that are out of our hands, such as sandstorms.

“Sandstorms are our main concern because the UAE is just a receiver.

“The hotspots are Iran, Saudi Arabia and southern Iraq, but we’re working hard with the region to reduce the cycle of sandstorm generation.”

Mr Al Daraji said monitoring as it stood covered 47 per cent of Dubai.

There are 12 fixed stations in the emirate, but Dubai also receives information from monitors belonging to other entities.

“There are 25 stations in total,” Mr Al Daraji said.

“We added new technology and equipment used for the first time for the detection of heavy metals.

“A hundred parameters can be detected but we want to expand it to make sure that the data captured can allow a baseline study in some areas to ensure they are well positioned.”

Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.

Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.

Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.

Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.

“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.

Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.

From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.

Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.

BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.

Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.

Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.

“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.

Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.

“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.

“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”

The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”

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Author: Abdullah Khan
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Indoor cricket World Cup:
Insportz, Dubai, September 16-23

UAE fixtures:
Men

Saturday, September 16 – 1.45pm, v New Zealand
Sunday, September 17 – 10.30am, v Australia; 3.45pm, v South Africa
Monday, September 18 – 2pm, v England; 7.15pm, v India
Tuesday, September 19 – 12.15pm, v Singapore; 5.30pm, v Sri Lanka
Thursday, September 21 – 2pm v Malaysia
Friday, September 22 – 3.30pm, semi-final
Saturday, September 23 – 3pm, grand final

Women
Saturday, September 16 – 5.15pm, v Australia
Sunday, September 17 – 2pm, v South Africa; 7.15pm, v New Zealand
Monday, September 18 – 5.30pm, v England
Tuesday, September 19 – 10.30am, v New Zealand; 3.45pm, v South Africa
Thursday, September 21 – 12.15pm, v Australia
Friday, September 22 – 1.30pm, semi-final
Saturday, September 23 – 1pm, grand final

UAE currency: the story behind the money in your pockets
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Company name: Fasset
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Founders: Mohammad Raafi Hossain, Daniel Ahmed
Based: Dubai
Sector: FinTech
Initial investment: $2.45 million
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Francois Fillon: 24.2%
Jean-Luc Melenchon: 11.8%
Benoit Hamon: 7.0%
Marine Le Pen: 2.9%

Second round
Emmanuel Macron: 95.1%
Marine Le Pen: 4.9%

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Director: Sudha Kongara Prasad

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START-UPS IN BATCH 4 OF SANABIL 500'S ACCELERATOR PROGRAMME

Saudi Arabia

Joy: Delivers car services with affordable prices

Karaz: Helps diabetics with gamification, IoT and real-time data

Medicarri: Medical marketplace that connects clinics with suppliers

Mod5r: Makes automated and recurring investments to grow wealth

Stuck: Live, on-demand language support to boost writing

Walzay: Helps in recruitment while reducing hiring time

UAE

Eighty6: Marketplace for restaurant and supplier procurements

FarmUnboxed: Helps digitise international food supply chain

NutriCal: Helps F&B businesses and governments with nutritional analysis

Wellxai: Provides insurance that enables and rewards user habits

Egypt

Amwal: A Shariah-compliant crowd-lending platform

Deben: Helps CFOs manage cash efficiently

Egab: Connects media outlets to journalists in hard-to-reach areas for exclusives

Neqabty: Digitises financial and medical services of labour unions

Oman

Monak: Provides financial inclusion and life services to migrants

THE SPECS
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Transmission: 9-speed automatc
Power: 279hp
Torque: 350Nm
Price: From Dh250,000
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Director: Nag Ashwin

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COMPANY PROFILE

Company name: OneOrder
Started: March 2022
Founders: Tamer Amer and Karim Maurice
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Number of staff: 82
Investment stage: Series A


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