Popo 1985 Jolly Crispy Fries Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor in Cubao in 1975. The original name was Jolibe. Sometime in 1978, Tony Tan and his brothers and sisters, being partners, engaged the services of a management consultant in the person of Manuel C. Lumba. Lumba became Tony Tan's first business and management mentor. Consultant Lumba shifted the business focus from ice cream to hamburgers, after his studies showed that a much larger market was waiting to be tapped. He had the name changed from Jolibe to Jolly Bee, then to the one-word name Jollibee. Next, Lumba conceptualized the Jollibee mascot, inspired by local and foreign children's books, and created the product name "Yumburger" as well as "Chickenjoy". He had the company incorporated and leased a house on Main St. in Cubao, Quezon City, as their first headquarters. Lumba also formulated the company's long-term marketing strategy, listing a number of consumer promotions and traffic-building schemes. Tony Tan stressed that developing internal strengths was primary. The stores were re-designed, the restaurant transformed into a full self-service, fast food operation with drive thrus. Not long after, Tony Tan and Manny Lumba went on an observation tour in the United States, attended food service and equipment conventions. Tony Tan put Manny Lumba in charge of franchise development.
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