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These hamburgers had been developed from a home-style recipe from Tony Tan's father, while McDonald's hamburgers came from a global recipe that did not appeal to local tastes in the same manner. In addition, Jollibee's dominant position stemmed from a unique political situation, in which a political opposition leader was assassinated in 1983. Following this event, McDonalds slowed its investment in the Phillipines, and Jollibee was able to build a base and compete without much pressure. The subsequent growth in nationalism and local pride further helped secure Jollibee's local success against McDonalds...
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