Jollibee Foods Corp.PSE: JFC

Investor Call with Mr. Jim Sullivan (Investor Call with Mr. Jim Sullivan)

· Issued by Jollibee Foods Corp.




Smashburger Overview

Refocusing Smashburger for disciplined, profitable growth



CEO Introduction: Jim Sullivan

  • Originally hired by Smashburger in June 2024 as Chief Development Officer (CDO)

  • Promoted to President in February 2025 and subsequently promoted to CEO in August 2025

  • Select prior experience includes CDO roles at Qdoba and CKE Restaurants (dba Carl's Jr. and Hardee's)

  • Extensive experience / expertise in asset-light conversions

  • 30+ years of experience in the restaurant industry



Initial Priorities

  1. Return to product innovation to reinforce quality cues and Smashburger's taste supremacy

  2. Implement a low / high menu strategy that appeals to both price elastic and price inelastic consumers

  3. Shift marketing investments to drive revenue vs. impressions

    Cement taste differentiation and bolster box economics to enable Smashburger to realize its aspirations of becoming a best-

    in-class franchisor



Product Innovation


  • Strong pipeline of quality innovation was launched to

    support Smashburger's taste superiority

  • Examples include: ¼ LB All-Angus Big Dogs, Smoked Brisket Bacon Smash, Colorado Smash, Loaded Sides, among others

  • Please note that all products were consumer tested and validated. Product decisions are based on data, rather than opinion



    Low / High Menu Strategy




  • Attract consumers via an "All the taste. All the quality. All-the-time." $4.99 value menu to stimulate demand and drive traffic

  • $4.99 is a true differentiator: QSR cannot compete with our quality, Fast Casual cannot compete with our price point



  • Once a customer is within the 4-walls, it is the job of our operators to upsell / drive average check via more premium entrée items, loaded sides, or indulgent shakes



    Low / High Menu Strategy Merchandising

    "Low"

"High"





Shift Marketing to Drive Revenue vs. Impressions

J. Smith

3900 E. Mexico Ave Denver, CO 80210



  • Marketing must now drive profitable, top-line growth. As a result, our tactics now have a call-to-action and can be tracked for efficacy

  • Examples include:



  1. Loyalty and email outreach

  2. Direct mail

  3. Workplace

  4. Direct SMS via GroundTruth

  5. Profitable delivery promotions (both owned and 3rd party)



    Marketing Examples: Loyalty / Email Database Outreach




    Initial Success Demonstrated during Inaugural "Summer of Smash"


    • Momentum established during Summer of Smash,

including:

  1. Major SSS and SST trend improvements



  2. Absolute ADS and ADTC growth

  3. Substantial improvement in store-level margin profile and profitability performance

  4. Customer feedback = overwhelmingly positive

  5. Extensive PR coverage

"Not your grandfather's hot dog"

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