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The case examines the rapid growth of one of the most successful companies in the Philippines, the fast food major, Jollibee Foods Corp. Detailed information has been given about the company''s origins and the measures it took to establish itself in the initial years. Jollibee''s strong focus on issues such as product development, operational excellence, customer service, marketing and promotion, and social responsibility, and the leadership of Chairman Tony Tan Caktiong, helped it become the market leader in the Filipino fast food industry, beating all the multinational companies (MNC). The company''s globalisation strategies and its future prospects in the light of the new challenges it is facing in foreign markets are also discussed. The case is structured to enable students to: (1) understand how an entrepreneur with a clear vision and mission can achieve a leadership position in the face of competition from MNCs; (2) understand how innovative operational and differentiation strategies can transform a small local company into a market leader in spite of stiff competition; (3) appreciate the importance of sustained advertising and promotional support for a company in the food services business; (4) examine the impact of entrepreneurship, leadership and the organisation''s work culture on its performance; and (5) analyse the rationale behind, and the mechanism for globalising a home-grown business, and understand the possible benefits and pitfalls of doing so. The case is aimed at MBA/PGDBA students, and is intended to be part of the strategy and general management curriculum. The teaching note does not contain an analysis of the case.