In a business world obsessed with chasing growth at all costs, Joseph Gandionco, CEO of Julie’s Bakeshop, has built an enduring brand by knowing exactly when to say no. For him, not every opportunity is a good one—and knowing which doors to close has been just as important as choosing which ones to open.
“We always go back to our core—does this opportunity align with our purpose of feeding communities and providing value?” Gandionco shared in an exclusive interview with Financial Adviser PH.
That clarity of purpose has helped Julie’s Bakeshop grow from a single neighborhood store in Cebu to a network of over 600 stores across the Philippines—without losing its identity or compromising its values.
Rather than chasing trends or expanding blindly, Gandionco and his team evaluate every potential move through a values-based lens. If an opportunity threatens to distract from the brand’s mission or stretch its resources too thin, they don’t hesitate to decline.
“If something feels like a distraction or doesn’t resonate with our identity, we’re okay to pass,” he said. “Growth is important, but not at the expense of who we are.”
That disciplined approach has become a major strength for Julie’s—especially in an era when many businesses scale too fast, only to burn out or lose their way. For Gandionco, growth must be both strategic and sustainable.
This principle is especially important as the brand enters a new chapter. With Julie’s Bakeshop approaching its 45th anniversary in 2026, the team is preparing for the future—but with the same level of intentionality that got them here.
“We will be celebrating our 45th year in January of 2026 and we are excited on moving ahead with new and exciting offerings to our customers,” he said. “Beyond just breads, we will soon be rolling out new franchise formats that will not only delight customers with value-for-money quality bread but also empower more existing and would-be entrepreneurs to invest.”
It’s this vision—rooted in purpose and community—that guides every expansion decision. And that includes the long-term dream of reaching every Filipino barangay.
“Our Vision is to have Julie’s in every Barangay,” Gandionco added. “The Philippines has more than 40,000 which means we have a lot of opportunities to grow.”
But even with this ambitious goal, Gandionco is in no rush. Instead of pushing growth for the sake of numbers, he focuses on deepening the brand’s presence in every community it enters.
“It was to bring delight to the community that we were serving,” he emphasized, recalling his mother’s original vision. “She saw an opportunity in the market to provide a neighborhood bakeshop that can provide quality, fresh and value-for-money bread that customers can enjoy.”
This blend of caution and conviction has helped Julie’s Bakeshop stay consistent through market shifts, economic cycles, and changing consumer habits. At a time when many businesses struggle to stay focused, Julie’s proves that saying “no” is sometimes the smartest move of all.
