How Jollibee Is Leveling Up Loyalty Through Gaming.

From combo meals to in-game rewards, the QSR chain is using interactive experiences to keep customers coming back.

Turning Meals Into Playtime

Jollibee is reimagining customer engagement by combining fast food with gaming. Its latest initiative, Gamejoy, launched in the Philippines, rewards fans with gaming credits whenever they purchase selected combo meals.

These credits, usable in more than 10,000 popular titles through an e-wallet, turn a simple meal into a playful reward system.

Loyalty in Action

This push builds on the chain’s loyalty program, which now counts half a million members. Data shared by CFO Richard Shin reveals that members spend more per visit and return more often than non-members.

For Jollibee, this isn’t just a numbers game, it’s a sign that well-structured loyalty programs strengthen both engagement and revenue.

Influencers Fuel the Buzz

Beyond the mechanics of gaming rewards, influencer marketing plays a key role in shaping brand perception. Chef Joshua Weissman, with a YouTube following of over 10 million, recently rated Jollibee’s fried chicken as the top in the US.

Such endorsements amplify customer affinity and give the brand a cultural edge that competitors struggle to match.

Why Gaming Works for Loyalty

Gamers dislike interruptions, making seamless, in-game rewards a clever way to build connection without friction.

By merging enjoyment with everyday purchases, Jollibee is creating a sticky experience that encourages repeat visits, increases spending, and strengthens emotional ties with the brand.

Bottom Line

Jollibee’s strategy proves that loyalty today isn’t just about discounts or points, it’s about creating interactive, meaningful experiences.

By combining food, play, and digital rewards, the QSR chain is cultivating both engagement and long-term brand love, showing other retailers the power of thinking beyond the menu.