Jollibee Foods Corporation announced a landmark international milestone for Compose Coffee, its majority-owned South Korean coffee brand.
The chain’s first pre-opening in Taiwan saw overwhelming consumer demand, signaling a powerful start to the brand’s strategic expansion outside its home market.
The Taiwan debut, held recently as part of a phased launch, saw local coffee enthusiasts lining up as early as 8:00 a.m. The high-energy opening demonstrated Compose Coffee’s immediate resonance with international audiences:
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High-Volume Output: At peak periods, the store processed orders at a rate of one cup every 20 seconds.
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Customer Commitment: Fans waited up to two hours in line to experience the brand’s signature offerings.
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Financial Impact: The pre-opening generated approximately NT$70,000 in Day 1 sales, a robust figure that validates the brand’s scalable growth model.
Compose Coffee’s success in Taiwan is attributed to its “value-focused” proposition: high-quality, generous servings at competitive price points. The menu, deeply rooted in Korean coffee culture, featured several immediate hits among local consumers, including:
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The classic Iced Americano
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Red Bean Injeolmi Milkshake
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The viral Dalgona Latte
The brand also capitalized on the global “K-Wave,” leveraging V of BTS as its brand ambassador. The synergy between K-pop’s momentum and the BTS member’s recent return to the stage helped drive significant brand buzz and encouraged first-time trials among a broad demographic.
The Taiwan launch is a critical pillar in Jollibee Group’s broader strategy to diversify its portfolio and dominate the global coffee and tea segment.
“We are encouraged by the strong early response to Compose Coffee’s proposition in Taiwan,” said Richard Shin, Jollibee Group CEO for the International Business. “We believe the brand has unlimited potential to become a leading global brand. Built around great-tasting, quality coffee at accessible prices—Compose Coffee is designed for everyday enjoyment—supported by a simple, efficient store model that can scale across markets.”
JFC intends to use the operational insights gained from this pre-opening to optimize the customer experience in preparation for the official grand opening. This successful entry underscores the Jollibee Group’s capability to export successful domestic concepts into high-growth international markets.
