M Bakery expands to PH

A business that began with the taste of banana pudding.

That’s how one could describe the story of the new M Bakery on Bonifacio High Street, a franchise of the TV-famous Magnolia Bakery in New York City, and the man who finally brought it to the country, Stewart Ong.

“During a trip to New York City five years ago, one of my friends recommended that I try Magnolia Bakery’s banana pudding,” says Ong. “Every time I went back [to NYC], Magnolia became one of my must-visit places.”

It was three years ago when Ong saw how the bakery could be a good business opportunity.

“I noticed that many Filipinos would take Magnolia Bakery cupcakes and other treats home to their friends and family,” he says. “I decided to explore the opportunity with the team in New York, and the rest is history.”

M Bakery officially opened its doors to the dining public on Aug. 22.

With its vintage decor and pastel-hued interiors, the small store on the lower ground level of the still-under-construction One Bonifacio High Street Mall has a warm, homey feel, and can seat up to 20 people inside and in the al fresco area right by the storefront.

“There’s also a park right outside, making it similar to our original store in New York City,” says Erick Larios, Magnolia Bakery’s director of franchise operations.

Magnolia Bakery’s first location is on a street corner in the heart of New York’s West Village (401 Bleecker Street), which opened in 1996.

In 2007, the original owner passed on the business to couple Steve and Tyra Abrams, who have expanded the bakery to other locations in New York City, Boston, Chicago and Los Angeles in the United States; and Seoul, Mexico City, Dubai, Abu Dhabi, Kuwait City, Riyadh, Amman and Doha internationally.

In addition to its newest location here in Manila, Magnolia Bakery is also opening stores in Washington, Sao Paulo and Istanbul.

Asked why he didn’t stick to the bakery’s original name given its global popularity, Ong says they needed to be “extraordinarily prudent” so as to ensure that “Filipinos who are not familiar with the brand [would not] relate [Magnolia Bakery] to any other local entity.”

Moreover, Ong says that the single-letter brand will resonate better with younger customers, as well as make it easier for people to remember.

“But when we did our market research, we were happy to note that many Filipinos were already familiar with Magnolia Bakery, either from their trips abroad or through TV shows and movies like ‘Sex and the City’ and ‘The Devil Wears Prada,’” adds Ong.

M Bakery offers its Filipino consumers the same wide array of choices offered by the NYC store: a menu of 250 handmade baked goodies.

Their “baked fresh ethos,” says Larios, is what makes M Bakery stand out from other similar establishments.

“All of our products are baked fresh onsite every day in small batches. There are no preservatives or additives, and the level of training [of the staff] and their execution isn’t seen in any other store around the world,” claims Larios.

The open kitchen allows one to fully witness the baking process, making a trip to M Bakery not just a tasty delight, but a feast for all the senses.