the United Kingdom’s fast food industry as well as consumer behavior. Preferences of consumers seem to be swaying towards Asian influenced foods, as shown in Appendix 2, which is an extremely valuable opportunity for Jollibee to take advantage of. Jollibee has experience and major success with joint ventures in the past, as evident with Deli France, so a joint venture in the UK market seems like the best option for this growing brand and company.
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