Jollibee cracks Italy: How Ads campaigns are building a loyal customer base

Glovo
Glovo
November 25, 2025 • 3 minutes

When the iconic Filipino brand Jollibee, famous for its signature “Chickenjoy” fried chicken, set its sights on Italy, it had an ambitious goal: to win over local food lovers and establish a loyal following.

With four locations across Milan and Rome, Jollibee wanted to boost awareness and expand nationwide, with food delivery playing a key role in its growth strategy. But entering the competitive Italian market wasn’t without difficulties.

The Challenge

Jollibee quickly faced a dual challenge in the competitive Italian market. First, it needed to stand out in a crowded field by already established fried chicken chains. The team had to build brand awareness while communicating the brand’s unique quality and joyful spirit. 

Second, the brand was tasked with building sustainable growth. In a market leaning toward healthy eating, Jollibee had to effectively position its indulgent  yet high-quality comfort food as a treat worth returning for, not just a one-time purchase driven by discounts. The focus was clear: drive trials, convert new customers, and foster loyalty over time.

The Glovo Solution

After working with multiple aggregators, Jollibee chose Glovo as its preferred partner: seeking a truly strategic, data-driven relationship rather than a purely transactional one. 

Together, the teams combined an “always-on” advertising to drive visibility with targeted promotions around Jollibee's hero products. The core idea was simple: hook customers with quality and speed, then keep them coming back. 

This strategy soon paid off, driving a 4x increase in new customers and significantly boosting order frequency. The dual focus on acquisition and retention proved effective: new market segments were captured , while recurring customers were nurtured with engaging promotions.

The bubble placement on the Glovo homepage became a key driver of brand recognition, offering Jollibee a strong and consistent presence once you open the app. 

Furthermore, weekly calls with the team helped target and refine tactics in real time. By analyzing key metrics such as Return on Advertise Spent (ROAS), conversion rates and the balance between new and repeated customers, the team ensured every euro spent delivered measurable impact.

To manage the growing demand, Jollibee even introduced an express lane in its kitchens, streamlining operations to maintain both speed and quality.

"For our expansion in Italy, we needed more than just doing food delivery; we needed a true growth partner. Glovo's advertising tools gave us the visibility we needed, but it was the close collaboration and weekly data insights from their team that allowed us to turn that visibility into a loyal customer base." - Glenn Umali, General Manager Jollibee Italia

Key Results

This partnership delivered clear, powerful results that speak for themselves.

  • 3x more impressions on the Glovo app, skyrocketing Jollibee's visibility and putting their menu in front of thousands of new potential customers.
  • 4x more new customers and 3x more recurring fans, showing the strategy successfully attracted new users and built a strong customer base of loyal followers.
  • 77% of all orders now come from these loyal regulars (a 6 percentual points increase compared to before Partner Ads), proving that new customers are sticking around for the long term.
  • 7x Return on Ad Spend (ROAS), meaning for every euro invested in ads, Jollibee got six back. This demonstrated smart and highly efficient growth.

With such clear, proven results, Jollibee is accelerating its expansion across Italy and has just opened a new store dedicated to delivery this October 2025. 

This case is a great example of how Glovo Partners Ads can fuel real, measurable growth.  It’s the key to turning visibility into loyalty and helping brands thrive in new markets.

Are you a Glovo partner? Start boosting your sales with Glovo Partner Ads.

Not a Glovo partner yet? You can sign up here!