MANILA, Philippines - A mix of constant brand innovation, product improvement, and aggressive marketing initiatives continue to be the key ingredients for Julie's Bakeshop's success as the company marks its 30th anniversary this year.

Since it was established in 1981 by Julia and her husband Diegs Gandionco, Julie's Bakeshop has been able to systematically employ these business strategies to build its brand. Within three years, it had 10 branches all over the city of Cebu, and opened its first branch outside of the province in 1988.

Ten years later, its first franchise opened in Camiguin and from there, the brand ventured into its nationwide expansion. Currently, it is regarded as the country's most successful neighborhood bakeshop chain with over 500 bakeshops all over the country.

On its 30th year, and under the leadership of Joseph R. Gandionco, the President and Chief Executive Officer of Julie's Franchise Corporation, Julie's Bakeshop is set to intensify the various aspects of its operations even more.

“We are proud to have reached this milestone in our corporate existence but we are far from resting on our laurels,” said Gandionco. “We are constantly coming up with plans to expand our brand and strengthen our leadership in the bakery industry.”

This is already apparent in the company's re-branding process that is transforming the entire look of all Julie's Bakeshop outlets. From its former brightly delineated primary colors, the brand now favors the more modern rendition of soft Mediterranean-yellow hue over a strong red base, and has done away with the old baker-mom's cartoon face to bring about a more mature facade.

The management has also a number of product development plans in the works to expand its lineup of offerings while keeping prices at an affordable level for the mass market. Julie's Bakeshop currently has about 200 recipes of bread, mostly utilizing the kind of sweet dough popular with Filipino taste buds.

Gandionco also said the company is also enhancing its business models to support its existing franchisees and entice more entrepreneurs to see how lucrative it is to put up their own Julie's Bakeshop outlet. The company expects to meet its target of opening 50-60 new stores on top of its present network of over 500 branches nationwide and grow its sales by 10 percent.

For a initial franchise fee of P250,000 along with the mandatory market study, an interested franchisee could have a Julie's Bakeshop up and running. Every shop is assured of continuous marketing campaign support, from bakery opening to building superior brand image. Franchisees and staff undergo intensive and thorough training, seminar-workshops and hands-on product handling.