The Philippine Franchise Association projects an 8% to 10% growth in revenues in the sector this year, fueling what many see as a relatively easier way to start a business.
But sustaining a franchise would still require a certain acumen, the willingness to put in hard work, and the right support system.
Take it from Jherald Espeleta and Mario “Junjun” Francisco II, just two of the many franchise owners of Julie’s, the country’s largest neighborhood bakeshop. They came from vastly different career paths before flourishing as full-fledged entrepreneurs with the support of the company.
Going full circle
Julie’s franchisee Jherald Espeleta, pictured with his wife Raselle Joyce, began his journey as a reseller in college and now operates four stores in Batangas.
Jherald Espeleta started as a reseller of Julie’s products in 2013 when he was still a college student. He took the initiative to approach the company and ask for permission to resell bread and pastries in the university.
He was not expecting the generosity of Julie’s, which lent him a stall to put up in the school canteen. Selling as many as 1,000 pieces of bread in a day, his sales helped put him through college.
Years later, Espeleta, who has since been working in a corporate role, decided to explore opportunities in business. He and his wife attended a franchise expo where they crossed paths with Julie’s once again.
“Taking a photo with the mascot of Tita Julie brought back so many memories of how we started our journey together. At the time, we had no plans of franchising. But when we inquired, we were told that the Batangas area was open for franchising. It felt like fate—like it was truly meant for us,” Espeleta said.
Now a full-fledged franchise owner, Espeleta said consistency is a key lesson he learned throughout the years working with Julie’s.
“When we started our small business with nothing but a small capital and big dreams, we didn’t know where the journey would take us. But we kept showing up, learning, and trusting the process,” he said. “It’s a full-circle moment for us—a beautiful reminder of humble beginnings, hard work, and God’s perfect timing.”
Leading with respect
From nurse to entrepreneur: Mario “Junjun” Francisco II (leftmost), with his siblings Kristina Marie, Mark Oliver, and Jericho John, now oversees several Julie’s branches in Lanao del Norte, Misamis Occidental, and Cotabato City—continuing and expanding the legacy his grandfather began.
Mario “Junjun” Francisco II, a third-generation Julie’s franchisee in Lanao del Norte, had to swap his scrubs as a nurse for an apron to take over the operations of his parents’ stores after they passed away.
“As the eldest in the family, with no doubt, I resigned and managed our bakeshops until the time my siblings started to help me in managing all our stores,” he recalled.
Francisco said he considers the employees the beating heart of their operations. Even before taking over the family business established by his grandfather, he saw firsthand how dedicated and persevering his parents and their employees were in providing for their families.
“They play the biggest part in running our stores, so it’s important to treat them well and make them feel happy. When they are happy with their jobs, they pour love into their work,” Francisco said.
Both Espeleta and Francisco also attribute their success to the support they received from Julie’s throughout their respective journeys as franchise owners. The company helped in training them and their staff in managing the stores.
“From the very beginning, Julie’s has been more than just a business partner. They’ve been a true support system. From operations to marketing, they were hands-on and approachable every step of the way,” Espeleta said.
Aiming for new heights
During Franchise Asia Philippines last April 25 to 27, 2025, Department of Trade and Industry (DTI) Secretary Cristina Reyes recognized the potential of franchising in driving the expansion of micro, small and medium enterprises (MSMEs).
“At DTI, we recognize franchising as a powerful engine for economic development. It is a proven pathway for MSMEs to earn higher profits and reach greater heights,” she said in her opening remarks.
As one of the sponsors in Franchise Asia Philippines 2025, Julie’s has been bringing opportunities for franchising closer to the general public.
“Our partners, most of whom have been with us for decades, can attest to the sustainability and reliability of investing in the food sector, especially in an established brand like Julie’s,” said Julie’s CEO Joseph Gandionco. “We aim to show Filipino entrepreneurs the value in not only investing in a franchise, but also in contributing to realizing our founder’s vision of providing Filipino communities with fresh bread every day.”
Most franchising packages offered by Julie’s include continuous support, such as staff training and pre-opening marketing assistance. To learn more, visit the official Julie’s website and follow its Facebook and Instagram pages.
