JOLLIJEEP: DOING BUSINESS ON THE STREETS

Abstract

This study aimed to gain insight into the micro food services in Makati by conducting a study in
Jollijeep business, a mobile canteen found in the central business district of Makati. It sought to
answer the current status of Jollijeep business, how entrepreneurs sustain their business, their
business strategies, the challenges they encounter, and its contributions to the quality of life
and the socio-economic uplifting of entrepreneurs' lives, workers, and economic growth of
Makati City.
The researcher believed that accurate results could be best obtained using the
Phenomenological type of qualitative research as this described the experiences of
entrepreneurs on their journey as Jollijeep operators. Through this, the researcher had in-depth
conversations and interviews with the chosen informants. These informants were the following,
eight (8) Jollijeep entrepreneurs, three (3) workers for each Jollijeep trailer, and three (3)
customers for each who were patronizing the products for a year or more. The researcher
believed that these informants provided accurate responses for the interview guide.
Based on the findings, it was concluded that the Jollijeep business is of great help to the
entrepreneurs and the workers, customers, and society from the study results. This
microenterprise should be treated as an opportunity and not a liability by the people and
government as it provides lots of benefits to the city. It has been visible that not only has it
helped the families rooting in this business on their daily survival, rather it has created wealth,
improved their lifestyle, and uplift their socio-economic life as well.