Discover how Julie’s is helping Filipinos achieve business success through franchising.

The Philippine Franchise Association projects an 8 to 10 percent revenue growth in the franchising sector this year.

For many Filipinos, franchising has become one of the more accessible ways to enter the business world. But while starting may seem easier, long-term success still depends on determination, business acumen, and the right support.

From Reseller to Franchise Owner: The Story of Jherald Espeleta

Jherald Espeleta, now a proud franchise owner of four Julie’s Bakeshop branches in Batangas, began his journey as a student reseller in 2013. He approached Julie’s with a request to sell their bread and pastries at his university, and the company generously provided a stall in the school canteen.

His daily sales reached up to 1,000 pieces of bread, enough to help cover his college expenses. Years later, while working in a corporate job, Jherald and his wife attended a franchise expo where they reunited with Julie’s.

“Taking a photo with the mascot of Tita Julie reminded us of our beginnings. We had no plans to franchise, but when we found out that Batangas was open for franchising, it felt meant to be,” he shared.

Now running multiple stores, Jherald credits consistency and persistence as key lessons from his journey.

“When we started, we only had a small capital and big dreams. We didn’t know what would happen next. But we kept learning, showing up, and trusting the process. It’s a full-circle moment that reminds us of our humble beginnings and God’s perfect timing,” he said.

Leading a Family Legacy: The Journey of Mario “Junjun” Francisco II

Mario “Junjun” Francisco II is a third-generation Julie’s franchisee operating several branches in Lanao del Norte, Misamis Occidental, and Cotabato City. Formerly a nurse, he transitioned into business when his parents passed away, leaving the family’s bakeshop operations under his care.

“As the eldest, I stepped up and managed the stores. Eventually, my siblings joined me in running the business,” he said.

Mario emphasizes the importance of employee well-being in sustaining their success.

“Our employees are the heart of our operations. When they feel respected and happy, they pour love into their work,” he noted. He also shared how his parents’ and grandparents’ dedication became his inspiration to continue their legacy.

Both Jherald and Mario highlighted the comprehensive support Julie’s provided, from training to marketing, which played a vital role in their success.

“Julie’s has always been more than a franchising partner. They are a support system that guided us at every step,” Jherald added.

Franchising as a Growth Engine for Filipino Entrepreneurs

At Franchise Asia Philippines 2025, held from April 25 to 27, Department of Trade and Industry (DTI) Secretary Cristina Reyes recognized the potential of franchising to uplift micro, small, and medium enterprises (MSMEs).

“Franchising is a powerful engine for economic development. It provides MSMEs with the tools to grow and succeed,” she said in her keynote speech.

As one of the event’s sponsors, Julie’s Bakeshop reaffirmed its commitment to supporting Filipino entrepreneurs.

“Many of our partners have been with us for decades, which shows how sustainable food franchising can be when backed by a trusted brand,” said Julie’s CEO Joseph Gandionco. “Our goal is to empower more Filipinos to invest in a business that feeds communities and honors our founder’s vision of bringing fresh bread to every Filipino home.”

Julie’s franchise packages typically include full staff training, pre-opening marketing assistance, and continuous operational support.

Start Your Franchise Journey with Julie’s Bakeshop

Are you ready to become your own boss and build a rewarding business? Julie’s Bakeshop offers proven franchising models designed to support your growth every step of the way.

Learn more by visiting Julie's official website or follow them on Facebook and Instagram.