As more Filipino consumers shift towards a digital-first lifestyle, it becomes essential for the businesses to embrace technology, such as e-commerce and online platforms, to remain competitive, grow, and contribute to the broader economic recovery. In a report published by an Asia-focused management consulting firm YCP Group, digital transformation is seen as a key factor in both the survival and success of MSMEs in the future.
Digital marketplaces like Grab have been proven instrumental in driving the success of businesses of all sizes. Grab's innovative tools and support have become crucial to the survival and growth of businesses, and for an instance, here’s the story of how Mylene’s Bakeshop was able to not only weather challenges but seize opportunities in an increasingly competitive market through the services and deals offered by Grab.
Partnering with Grab
Mylene’s Bakeshop, known for its ensaymadas and banana cakes, was founded by Mylene Lagumen in 2011. It began as a small, family-run business in Marikina and has since grown into a thriving enterprise with 15 branches in key locations such as Quezon City, Pasig, Pasay, Valenzuela, and Parañaque. However, this growth did not come without hurdles. It was their partnership with Grab that boosted the brand to its turning point, ensuring the business not only survived but thrived.
In an interview with the Manila Bulletin, Dien Katrina Estrella, Mylene’s daughter and the General Manager of “The Estrella’s Kitchen and Food Services,” a franchise under Mylene’s Bakeshop, shared the journey of their family business. "We started small, relying on word of mouth, and opened our first branch in Marikina. Back then, sales were just enough to support the family,” Dien said.
As the business expanded, they strategically opened additional stores, growing to five branches. However, financial challenges began to threaten their Quezon City branch by June 2019, pushing them to consider closure. Fortunately, a lease extension granted in December offered a brief reprieve, providing a temporary lifeline for the struggling shop.
That same year, they also formed a partnership with Grab to operationalize their deliveries and broaden their reach, marking a turning point for the business.
When the pandemic came, while many businesses were forced to close, Mylene’s Bakeshop found a unique opportunity. It was the only store in their compound that remained open. This resilience was largely due to their partnership with Grab, which enabled the business to shift from in-person sales to online orders and deliveries. Their daily Grab orders surged to around 20-30%, providing a crucial stream of revenue when foot traffic had all but disappeared.
"That was when our brand really gained recognition, and we didn't have to let go of our Quezon City branch," Dien shared. "Grab saved our business and helped us grow. We were on the verge of losing our five branches, but we are able to keep them, thanks to the sales boost they provided."
Her team realized the importance of having a robust delivery system in place. That’s when Grab became a crucial partner for them, not only providing reliable delivery services but also offering promotional support and sales insights.
Insights and adaptation through e-commerce
Dien also shared a story on how they maximized Grab insights when many customers were ordering Mylene’s Bakeshop products not just for themselves but as gifts. This observation prompted the company to enhance their packaging, making it more gift-worthy and attractive for special occasions. Additionally, they introduced oversized cookies to appeal to younger customers, another shift inspired by the actionable data provided by Grab.
The convenience of Grab also allowed Mylene’s Bakeshop to streamline its inventory management, using sales forecasts provided by the platform to better anticipate demand. “Before, we would have to pull out products manually. Now, with Grab’s forecast, we know how many orders to expect daily,” shared Dien.
Trusting Grab as their long-term partner
For Dien and the team, Grab was crucial in their shift to e-commerce. "We’ve been loyal to Grab ever since. We saw that Grab offers merchants good deals and promos.
They leveraged several key features from the platform to boost their visibility and sales, like Grab's promos, which helped attract new customers by offering special deals. The Search Ad feature allowed their shop to appear more prominently in search results, ensuring more exposure.
They also became part of GrabFood Signatures, a curated selection of top restaurants, further elevating their brand recognition.
Being listed in Grab’s Top 100 Favorites at the recent Fan Faves showcased their popularity, making them a go-to choice for many customers on the platform. These features collectively contributed to their business growth and success.
Dien also expressed appreciation for Grab's seminars to merchants, helping them enhance their marketing strategies and sales techniques.
“Every time we consider opening a new branch, we always check if Grab is available in that area,” Dien shared. “Grab is truly our partner, and, every time, before we open our stores, we make sure our Grab app is live already.
“It became clear that Grab values its merchant partners and ensures they make a profit and attain sustainable growth,” she shared. "Through them, we expanded to 10 more stores and grew our staff."
Grab now accounts for a large portion of their total sales, “Now, 55% of our sales were from Grab,” she emphasized.
Mylene’s Bakeshop has expanded from 25 to 80 employees; and from five branches to 15 stores operating in Metro Manila. “Grab helped our business survive. They are a blessing to us,” Dien said.
Today, Mylene’s Bakeshop continues to grow, powered by its loyal customer base and its strategic use of e-commerce. The business remains committed to offering locally made, preservative-free baked goods, produced in their own commissary by skilled bakers. As they continue to grow, it’s clear that their relationship with Grab will remain a key part of their ongoing business strategy and, ultimately, their success.