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By Perry Gil S. Mallari
AN old Chinese belief states that a new life
cycle begins after every seven years. As Red Ribbon celebrates its
28th year, it is getting ready for some major changes that will
continue to spur the bakeshop chain to greater heights.
The first big step is the launching of its new
logo. The new corporate identity makes use of visually strong red
ribbon design and a flowing font style, representing the brand’s
dynamic personality that has become synonymous to high-quality cakes
it has become known for through the years.
Now with 160 outlets nationwide and 19 stores in
the United States, Red Ribbon looks back with gratitude at a time
when its flagship store on Timog Avenue started attracting customers
in 1979. Jessica C. Abaya, the company’s marketing head, says Red
Ribbon cakes have become a part of Filipino festivities since that
time, “We go through many milestones in life such as birthdays,
graduations, weddings or anniversaries. All of which are punctuated
with celebrations—made all the more beautiful with Red Ribbon,”
she enthuses.
Red Ribbon’s local and overseas operations
further expanded when it was acquired by Jollibee Foods Corp. in the
last quarter of 2005. Another salient feature of Red Ribbon’s new
corporate thrust is the launch of its Cakes By Design Centers. These
venues aim to provide customers custom-made cakes intricately and
meticulously designed and baked following their most exacting
requirements. The company also recently acquired exclusive usage
rights to two popular characters that will surely be a hit among
families with kids: Mr. Bean and Barbie.
Cherry-topped black forest, unparalleled ube
cakes, those tiny but tempting empanaditas, well-loved meriendas
like dinuguan and puto, these have become timeless classics for Red
Ribbon. With more innovations and additional food and pastry choices
coming, Red Ribbon will enter its new life cycle with truly
wonderful cherry toppings.
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