FILIPINO fast food chain Jollibee Foods Corp. saw its customer base increase as people have become budget-conscious.

“The global economic crisis does not have a (negative) impact on the company,” said Jollibee national key accounts head Jun Salao in an interview last Monday.

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He said that those who used to eat in fine dining restaurants are now shifting to fast food.

But he admitted that the frequency of visits by regular customers has declined.

To offset this, Jollibee rolled out promos that will serve the budget-conscious market. “We have different products that will cater to the budget of the customer,” Salao said.

Aside from promo meals, Jollibee also introduced the use of discount coupons or “tipid cards” to encourage people to continue eating at the fastfood chain.

Salao said discount promo has had a high uptake, which shows it is effective in the Philippine setting.

Meanwhile, Salao said the company plans to have 700 stores by the end of 2009. But according to its worst-case scenario forecast, the company will likely reach its target by January 2010 yet.

At present, Jollibee has 663 outlets nationwide, 60 percent of which are franchise-owned.

Last Monday, Jollibee sealed a partnership with M. Lhuillier Philippines Inc. (MLP) to provide a service that will allow customers to order Jollibee meals at ML Padala outlets and have these delivered to any point in the country where there is a Jollibee outlet.

Salao said Jollibee realized a demand for such service as many Filipinos live or work away from their loved ones.

“This service will allow us to connect the family members who are far from each other,” he said. He added that the service also showed how the company can be flexible to the needs of its customers.

MLP vice president Michael Lhuillier said the partnership involves two Filipino companies that “strive to become international players in each of their industries.”

“We started talking with Jollibee one year ago and this will be the first of many joint projects we can do together,” Lhuillier said.

Initially, the service covers five bundled meals but Jollibee and MLP hope to expand it to Kiddie parties. The two firms are also planning to offer the service to the international market.