Julie’s Bakeshop expands to Indonesia


After successfully building its brand in the Philippines, Julie’s Bakeshop recently announced it will expand overseas by opening its first international branch in Tangerang, Indonesia, by the third quarter of this year.

Joseph Gandionco, Julie’s Franchise Corp. president and chief executive officer, said that this year is the right time to start entering the international market.

“We have prepared for this and we are confident we can realize our dream of making Julie’s Bakeshop a global brand,” he added.

The company has also received inquiries from Malaysia, Thailand, Guam, Dubai, and even from the United States.

“We are all excited and we look forward to this opportunity,” Gandionco said.

Julie’s Bakeshop will use the Philippine business model in its Indonesian operations. Gandionco explained that the company will do what it does best, and that is staying true to being the leading neighborhood bakeshop chain.

“We make sure that products are served hot to the customers as we bake fresh breads every hour,” he said.

A team of baking technicians and seasoned personnel will provide support from pre-opening, until post-opening operations of the first international branch.

According to Rudy Celeste, the Filipino franchisee in Indonesia, there is a big potential in the country, whose population is 2.5 times larger than the Philippines. World Population Review revealed that as of 2010, Indonesia had a population of 237.4 million.

“I have been in Indonesia for almost 29 years and my goal is to bring a Filipino brand in this country,” Celeste said.

All raw materials will be sourced in Indonesia. Moreover, Celeste believes that supplying the Indonesian market has an advantage since the largest flour mill is located in that country.

Julie Gandionco, founder of Julie’s Bakeshop, said she never imagined her bakeshop would one day expand overseas.

“What used to be a neighborhood bakeshop will now be in Indonesia. I thank Rudy Celeste for the confidence and trust in our brand. The franchisees are those responsible for making Julie’s Bakeshop that big,” she added.


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