Jollibee’s Champ: Don’t count it out just yet

EARLY this month, Jollibee Foods Corp. announced that it would gradually remove its Champ burger in all its branches. In a statement, the country’s top fast-food company said that while the iconic 1/3-pounder hamburger — first introduced in the 1980s — was being phased out, it promised to work on “big and exciting things” for its burger line this year.

Most Jollibee customers greeted the news with sadness, with some asking for the reasons behind the move, which hasn’t been addressed in depth in most news reports.