
368 Restaurant Franchising
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and safety due to their ISO (International Organization for Stan-
dardization) and HACCP (Hazard Analysis and Critical Control
Point) certifications due to concern of food standards and hygiene
(Kok, 2009).
During economical stressful times, ethnocentric feeding
places like Jollibee have special appeal. The Philippines’ fast
food scene presents a compelling model of how Western market
forces such as globalization and neoliberalism can have positive
impacts on local populations. For example, competition between
multinational brands (McDonald’s) and their local counterparts
(Jollibee) increasingly informs Filipino cultural/political ...