Gardenia enters new bread market
Gardenia is expanding its product portfolio to include “unpackaged” bread.
It is one brand that has clearly evolved with the local market.
From innovating the way bread is baked in the country 18 years ago, Gardenia Bakeries Philippines Inc. has since offered Filipinos a wide range of bread products and flavors while raising the quality and standards in the packaged bread segment.
As it has already captured a healthy share of the packaged bread segment, Gardenia is now venturing into the “unpackaged” market where it seeks to “introduce innovation and offer better alternatives to the traditional products available in the market.”
The unpackaged bread segment refers to breads sold in specialty bakeries and products sold in community neighborhood bakeries, while the packaged category refers to the individually packed, branded breads sold at supermarkets, groceries, and convenience stores.
In a recent briefing, Gardenia Bakeries president Simplicio P. Umali Jr. announced that the company’s new venture would see the rollout of some 1,500 Big Smile Bread Station bakeries across the country, and about 200 Bakers Maison branches over the next few years.
The Big Smile Bread Station is Gardenia’s first version of a neighborhood bakery chain, which offers classic Filipino bread favorites like pandesal, ensaymada, pan de coco, kababayan and spanish bread.
All products will be baked daily in a sanitized and pest-free central production facility using Gardenia’s advanced technology and baking expertise.
With this, consumers will be assured of better and consistent quality breads at affordable prices.
Gardenia has signed a franchise agreement with Bread Republic to open at least 14 Big Smile stores within the year.
Since July, three bread stations in Pasig, Muntinlupa and Cabuyao have already opened.
Through Bakers Maison, meanwhile, Gardenia expects to capture a share of the special breads segment.
Bakers Maison is a specialist manufacturer of authentic French-style breads and pastries based in Australia operated under QAF Ltd., the same owner of Gardenia Philippines.
“We are now bringing in Bakers Maison in the Philippines to give our target market a richer bread experience and more innovative selection of delectable breads and pastries, inspired by traditional and authentic French recipes. [It] will also showcase a fusion of flavors from all over the world,” Umali said.
Bakers Maison will open its first store at SM City North in November this year and is set to open another in December via a franchising agreement with Bakery Boutique.
According to Umali, all the Big Smile and Bakers Maison branches will be put up via franchising agreements.
For Big Smile, a franchising package can be worth P1.2 million, while for Bakers Maison, the amount could vary from P7 million to P15 million depending on the size and the proposed location of the branch.
To support the expansion of these bakeries, Gardenia will invest some P300 million in its commissary and other additional logistics requirements.
“Gardenia’s delightful goodness is definitely reaching more markets now with Big Smile Bread Station and Bakers Maison stores. The bread giant holds true to its commitment of serving quality breads to valued Filipino consumers,” Umali concluded.
