The journey of Hearts and Bells Cakes began with a heartfelt purpose—to make celebrations more memorable by crafting cakes that reflect the significance of the occasion. The company’s first cake was baked for its founder Marita Laddaran’s own wedding, setting the tone for a business that would go on to become a premier wedding cake supplier in the Philippines. With cakes that serve as the centerpiece of milestone events, the company is driven by a dedication to excellence, providing freshly baked, beautifully designed cakes that leave lasting impressions.
Today, under the leadership of Chief Operating Officer (COO) Christina Caraan, Hearts and Bells continues to live up to this mission. Their cakes are not only meticulously crafted but are also freshly baked daily, ensuring that customers receive the highest quality product.
However, the journey has encountered its own set of challenges. Unforeseen circumstances forced the business to make quick, strategic pivots in order to survive. Thanks to its partnership with GrabFood, the company found new ways to reach customers and grow in unpredictable situations.
Streamlining delivery service and expanding online reach
Hearts and Bells had established itself as a go-to wedding cake supplier, with five physical stores, including their flagship in Binondo, Manila. However, the pandemic brought about drastic changes. Lockdowns led to the cancellation of events and a significant reduction in foot traffic, presenting a real threat to the business. The need to adapt was immediate.
“In 2020, due to the sudden drop in foot traffic and event cancellations caused by the lockdown, we were forced to adapt and bolster our delivery service and online presence,” shared Caraan.
The company turned to GrabFood as a lifeline to reach their customers in a rapidly changing marketplace. "Partnering with GrabFood was very crucial in overcoming this obstacle,” she explained.
Through the GrabFood platform, Hearts and Bells expanded its delivery services, allowing them to continue operations during a time when large gatherings were restricted and events were just small and some were held virtually. The company pivoted from focusing solely on elaborate, customized cakes for weddings and big celebrations to offering more accessible, smaller options that people could enjoy in the comfort of their own homes. Their buttercream flower cakes, which feature classic Filipino flavors such as caramel, mocha, mango, strawberry, and ube, became a hit during this period.
“We expanded our delivery services and bolstered our online presence, allowing us to continue serving our loyal customers despite the challenges and restrictions,” Caraan emphasized. GrabFood’s reliable delivery network played a pivotal role in allowing the business to reach their customers and ensure that their products arrived in perfect condition.
GrabFood as the ‘ideal partner’ for Hearts and Bells Cakes
The decision to partner with GrabFood was made quickly and without much hesitation. Hearts and Bells needed a platform that could not only ensure the safe and efficient delivery of their delicate cakes but also one that could enhance their visibility in a competitive online marketplace. According to Caraan, GrabFood offered just that.
“The GrabFood platform enabled us to stay connected with our customers and continue driving sales through reliable delivery services,” Caraan explained. Through GrabFood, Hearts and Bells continued reaching their customers, enabling them to remain a part of their clients' most special moments, even if celebrated at home.
The partnership provided more than just logistical support. GrabFood also assisted Hearts and Bells in setting up their online platform, as well as running targeted marketing campaigns. “GrabFood provided targeted campaigns for different merchants,” Caraan noted. “These targeted campaigns that GrabFood offered helped us be visible through the app. Through discounts and other promotional offers, GrabFood made sure that Hearts and Bells strategically addressed customers seeking high-quality cakes for their home-based celebrations.”
Caraan also emphasized how GrabFood plays a vital role in maintaining quality during busy periods. “During peak seasons, when we receive a high volume of orders, GrabFood’s support and efficient delivery management are crucial in ensuring we meet customer expectations without compromising service quality. This experience has deepened our appreciation for our partnership with GrabFood and highlighted the significance of having a dependable ally during times of high demand.”
On-demand food delivery platforms’ importance in maintaining quality during busy periods reinforces the idea that strategic partnerships can be key to sustaining high service standards, even under pressure.
Pivoting to new demands
One of the biggest shifts the company experienced was in its product lineup. Hearts and Bells specialized in customized wedding cakes and elaborate designs for large events. But with the sudden shift toward smaller gatherings, the company had to evolve to meet new demands. “A key moment was when GrabFood helped us manage emerging demand, especially when we pivoted to create tall, stunning, beautiful buttercream flower cakes for home celebrations,” Caraan said.
This shift was a direct response to changing customer preferences, with more people looking for cakes that could be enjoyed during intimate family gatherings rather than large-scale celebrations. “Because before, we used to make customized cakes, but when the pandemic happened, we had to meet what customers demanded,” she added.
This pivot helped Hearts and Bells stay afloat and allowed the company to broaden its customer base. Their buttercream cakes became a popular choice for birthdays, anniversaries, and other family milestones that were still being celebrated, albeit on a smaller scale. This shift would not have been possible without the infrastructure provided by GrabFood’s delivery network and online platform.
A strategic digital shift
The company’s ability to thrive despite the challenges can be attributed to its embrace of digital tools. Hearts and Bells continued to leverage GrabFood’s platform to connect with new customers and drive sales. Today, the company operates 11 physical stores, with locations in prime malls such as SM North Edsa, Megamall, Marilao, Bicutan, Dasmariñas, and Fairview. Two more branches are set to open in Lucky Chinatown and Venice Grand Canal Mall.
On-demand delivery remains a central pillar in Hearts and Bells’ growth strategy. “By leveraging GrabFood’s platform, we plan to enhance our digital presence, discover new market opportunities, and further connect with our customers,” Caraan stated. “GrabFood helped us with customer feedback, which is invaluable in guiding our decisions,” she said. “Reviews and insights given by GrabFood from our customers have led to several enhancements,” she added.
The digital shift also allowed Hearts and Bells to reach a wider and more diverse audience. “Since joining GrabFood, we’ve seen a notable expansion in our customer base. GrabFood’s network has introduced Hearts and Bells to a broader audience, including customers who might not have yet visited any of our physical stores,” Caraan shared. This increased visibility has been instrumental in building brand loyalty, attracting new customers, and boosting sales. “GrabFood is a major contributor to our sales,” she stated.
As Hearts and Bells Cakes looks to the future, Caraan sees their partnership with GrabFood as a key component of their continued success. The company plans to continue utilizing platforms like GrabFood to reach more customers, improve their products, and adapt to an ever-changing market. “ Platforms like GrabFood will always be an essential component of our future growth strategy,” she explained. The company’s ability to thrive in uncertain times has proven that digital platforms are not just a temporary solution but an integral part of their long-term strategy.
“GrabFood has a lot to offer, and using its platform is really helpful for all businesses. Especially during these times when people are looking for convenience,” Caraan concluded. With GrabFood as a reliable partner, Hearts and Bells is well-positioned to continue growing, evolving, and delighting customers for years to come.