Jollibee reveals unusual tactic to find menu ‘taste testers’

Jollibee service

Fast food chain Jollibee is searching for ‘fried chicken taste testers’ to run the rule over new menu items created in its kitchens.

The chain, which has a cult following in the Philippines and is now quickly growing in the UK, is aiming to find four menu tasters through a competition on TikTok.

Those selected will be hosted at the brand’s flagship London restaurant in Leicester Square, where they will get to taste some of the brand’s latest menu items, including the spicy chicken burger and sriracha chicken loaded fries.

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They will also be gifted a £1,000 cash prize each.

Jollibee said it is the first brand to find product testers via TikTok, with entrants asked to publish a video on the platform demonstrating why they deserve the role in less than 30 seconds.

Ashlee Campbell, head of marketing at Jollibee Europe, said: “TikTok has become a digital destination to discover new food options and try new recipes, so we know there is an audience passionate about food on the platform.

“When we started talking about finding fried chicken lovers to taste and give us feedback on our menu, choosing TikTok felt like the natural choice. We get tagged daily in all kinds of deliciously creative videos so we’re confident it’s the right place.”

Competition entries will be judged by a panel composed of Adam Parkinson, business head of Jollibee Europe, gaming content creator Callum Knight and lifestyle YouTuber Michico Rimmer.

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Andrew Seymour

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