Gardenia expands business; generates job opportunities to more Filipinos

Gardenia Bakeries Philippines Inc. announces business expansion through the recent launch of artisanal specialty bakeries and community neighborhood bakeries, the Big Smile Bread Station and Bakers Maison stores, respectively.

Gardenia president Simplicio Umali Jr. said the company is investing P300 million to support the new venture which is seen to widen its market reach and also contribute to the growing Philippine bread industry.

He explained the investment  would be used for logistics purposes and to build a commissary catering specifically to the new set of products it will offer.

Big Smile Bread Station will be Gardenia’s answer to the thousands of community bakeries across the country while Bakers Maison will serve as counterparts for burgeoning medium to high-end bakery chains.

To date, the company has opened  Big Smile branches in Pasig, Muntinlupa, and Cabuyao. Bienvenido Topacio, Gardenia business development manager, said they are eyeing to open at least 1,000 stores in Luzon and 500 more outlets in Visayas over the next few years.

As neighborhood bakery, Big Smile Bread Station, offers classic Filipino bread classic favorites like pandesal, ensaymada, pan de coco, kababayan, and spanish bread utilizing Gardenia’s advanced technology and baking expertise.

Umali explained, ‘the innovation Gardenia crafted thru Big Smile Bread Station will help uplift the image of community bakeries – from its delightful and clean store ambience, wide array of good quality and innovative bakery products sold at reasonable prices, to its happy and friendly service.”

Bakers Maison, meanwhile, will offer French-style breads and pastries targeting the more well-off segment of the market.

Gardenia business development manager James Cariaga said the company is initially eyeing to open 100 Bakers Maison stores in Metro Manila within the coming years.

After that, Carriaga said the firm would explore expansion opportunities in Visayas and Mindanao where it intends to add another 100 outlets.

Carriaga added that Bakers Maison would open its first store in SM North by November while another branch is also being planned for opening in a separate location before the year ends.

Filipinos can expect more employment opportunities with Gardenia’s new businesses, according to Umali. He said their expansion move will not just benefit the bread lovers and direct consumers but also unemployed Filipinos.

“As we open 1,500 bread stations nationwide and 100 Bakers Maison stores, we are also generating thousands of job opportunities for all,” Umali said.

Umali said Gardenia would serve only as the master franchisor for both brands and it will not be investing for the store expansion.