A top Korean hot pot branch in PH soon? Jollibee Group acquires Shabu All Day chain
Jollibee Group has officially entered the Korean hot pot market.
On Feb. 20, the Jollibee Group, through its subsidiary Jolli-K Co., Ltd., announced the acquisition of All Day Fresh—the operator of Korea’s popular hot pot chain, Shabu All Day—for approximately USD 87 million (around P5 billion).
This comes almost two years after Jollibee Group's milestone investment in Compose Coffee, another Korean brand. Both investments indicate Jollibee's strategy of pursuing high-return investments and the brand's plan to immerse itself in the globally lucrative hot pot industry.
“With Compose Coffee and now Shabu All Day, JFC continues to demonstrate its strengthened ability to acquire high-quality, profitable businesses that align squarely with our strategic pillars and deliver meaningful long-term value to our shareholders. These investments reflect JFC’s disciplined approach to capital allocation, prioritizing opportunities that are both financially accretive and operationally scalable,” JFC chairman Tony Tan Caktiong said in the brand's press release.
The allure of experiential dining
Enjoying shabu-shabu, i.e., do-it-yourself tableside cooking, is not a new concept in the Philippines. However, the wide range of Shabu All Day's ingredients sets it apart. This is what propelled the chain to success in South Korea, with 169 stores in the country.
For those unfamiliar with the concept, shabu-shabu is a popular hot pot dish that contains thin slices of pork and beef cooked in stock with vegetables—including carrots, spinach, cabbage, green onions, mushrooms—and noodles. Dipping sauces complete the flavor palette.
The unique detail about shabu-shabu restaurants is their experiential way of dining, where customers cook their own meals, tossing ingredients into a pot of boiling stock.
Shabu All Day, which opened its first store in South Korea in July 2023, elevates the experience with its big selection of fresh ingredients, including premium beef, an extensive number of side dishes, and unlimited desserts and alcoholic beverages. Everything is laid out like a Western-style buffet amidst clean, well-lit interiors.
Aside from Shabu All Day and Compose Coffee, Jollibee Group's fully owned portfolio of brands includes Jollibee, Chowking, Greenwich, Red Ribbon, Tim Ho Wan, Mang Inasal, Yonghe King, Hong Zhuang Yuan, and Smashburger. The group also has five franchised brands in the Philippines: Burger King, Panda Express, Yoshinoya, Common Man Coffee Roasters, and Tiong Bahru Bakery.