JFC's makerting philosophy was base on being closer to filipino families than its competitors. There was widespread awareness that had captured the unique filipino taste, so it appealed to patriotic or pampinoy instincts. The chain also appealed to a broad cross-section of the population that felt comfortable and very much at home in an environment where the crew talked to them in the local language, unlike in other outlet, where the crew spoke in english and where the atmosphere could be perceived by some as projecting an elitish appeal.