Pinoy Success Story

Julie’s Bakeshop

Julie’s Bakeshop was established in January 6, 1981 as a mom-and-pop type of business by Rodrigo
and Julia Gandionco, at Wireless, Mandaue City, just north of Cebu City. Originally, the intention was
for the bakeshop to augment the bread requirements of the family’s canteen business. However, in
just six months, another branch was opened near Aznar Coliseum, at a suburb area of Cebu City.
Julie’s Bakeshop quickly established branches all over Cebu City and its neighboring towns.
Customers for hot, oven-fresh bread grew with each successive bakeshop opened. In 1982, the first
branch outside Cebu was opened in Iloilo. With just a little over Php 10, 000 as initial
capitalizations, Julie’s Bakeshop expanded to become one of the Philippine’s largest bakery chains.
It now has over 300 branches and outlets nationwide, expanding its reach from as far north as
Laoag City to Zamboanga City in the south.
To date, Rodrigo and Julia Gandionco, and their six children, share the management of these
bakeries with over 91 franchisees. In 1984, RJ Commodities was established as a central
warehouse for Julie’s Bakeshop. It ensured a steady supply of quality ingredients and bakery
supplies for the business. The main hub of its operation was in the Visayas and Mindanao. With the
increasing demand to service Metro Manila and Luzon Julie’s Bakeshop opened a warehouse in
Mangahan, Pasig City in June 2001. By mid-2002, another branch was established in Davao City to
service the bakeries in the southern island of Mindanao. On July 1, 2003, RJ Commodities was
merged with Julie’s Franchise Corporation. Today RJ Commodities is known as Supply and Logistics
Division with a more developed and improved service system. In 1999, Julie’s Franchise
Corporation (JFC) was organized to provide full management support to the franchisees. JFC is
manned by professionals to provide support in marketing, operations, construction, accounting,
franchise development, and human resource development. It has a fully operational laboratory,
under a research and development department, to continuously improve on over 200 varieties of
bread and other bakery products that respond to the need of the market. Julie's Bakeshop started
the concept of allowing the customers to see how the breads were being made by removing the wall
that separates the display counter from the baking area. It has grown rapidly since its
establishment in 1981. With 223 branches nationwide, its flour consumption amounts to over
2,000 bags a day. Presently, Julie’s is the country's biggest network of neighborhood bakery. In
1999, it garnered the very first Success Story of the Year award given by the Cebu Chamber of
Commerce and Industry.

Discussion Questions
1. What did Julie start her business?
Rodrigo and Julia Gandionco started a bakeshop as their business that was established on
January 6, 1981 as a mom-and-pop type of business. The bakeshop was originally instituted
to augment the bread requirements of their canteen.

2. What kind of business did Julies own before Julies Bakeshop?

Before Julies Bakeshop became a household name Julie’s family has a canteen business
where she worked as a concessionaire.

3. How did Julie come up with the idea of venturing into a bakery business?
As Julie first worked at a canteen the number of bread she served needed to be enough for a
big crowd so she had to farm out her daily orders to small bakeries when one baker asked
her to open her own business.
 4. What reason held Julie back in starting the business?
Julie was hesitant to start her bakery business because of lack of experience in baking but
because of her husband’s support and belief in God, she makes it through.

5. Why do you think Julie was successful in her bakery business?

I think it is mainly because of the hot and oven-fresh bread quality that makes it to be
patronize by many. Being able to provide the demand for service also makes the business
popular and successful.

“Marketing is no longer about the stuff that you make, but about the stories you tell”
– Seth Godin-

https://www.investopedia.com
http://successtales.blogspot.com/2006/09/julies-bakeshop.html
Cynthia A. Zarate “Principles of Marketing”
C & E Publishing Inc.

Prepared and submitted by:

Ms. Marivic G. Villajos

Faculty