Jollibee launches first-ever global loyalty program

The brand has teamed up with Landor to amplify this initiative.

Filipino fast-food chain Jollibee has teamed up with Landor in launching its first-ever global loyalty program, Jollibee Rewards, starting with its rollout in North America.

Members of the new Jollibee Rewards can easily earn rewards online or in-store, with every $1 spent earning 10 points.

“We are very proud to help amplify Jollibee’s Joy with this refreshing new loyalty programme,” said Matthew Robinson, creative director at Landor, Hong Kong.

Central to this initiative is Landor’s idea of “Amplify the Joy,” which influences every aspect of the loyalty program, from its visual identity to the customer experience.

Landor has introduced a new visual system to align with this global vision, with its new design retaining Jollibee’s colour palette but introducing an energetic, lifestyle-focused vibe that appeals to Gen Z, particularly in North America and other key international markets.

The adjustments also feature playful and modern aesthetics, including a vibrant photography style.

To rally a global audience, especially younger generations, the program has also embraced a verbal identity: “Be Joyful, Be Flavorful, Be Delightfully Different.”