Julie’s Bakeshop, the largest neighborhood bakeshop in the Philippines, brought its 45-year Cebuano legacy to the Franchise Negosyo Visayas Expo 2026, organized by the Philippine Franchise Association (PFA) from July 31 to August , 2026 at the Mountain Wing Atrium of SM Seaside City Cebu, showcasing how a homegrown bakery has evolved into a franchise business that continues to create opportunities for aspiring entrepreneurs.

Julie’s has been in the bakery industry for 45 years and our products are high quality and well-loved. If you will be a franchisee, you will be backed by a very established system.

— Lourdes Lopez

Franchise Relations Manager, Julie’s Franchise Corp.

The two-day expo is part of the 2026 Franchise Negosyo Roadshow, giving aspiring business owners direct access to established franchise systems while encouraging local entrepreneurs to turn business ambitions into sustainable ventures.

For Cebu, where many successful brands first found their footing, the expo reflects how homegrown businesses are helping drive economic growth not only across the Visayas but throughout the country.

From a neighborhood bakery to a nationwide franchise network

For more than four decades, Julie’s Bakeshop has grown alongside generations of Cebuanos. What began as a neighborhood bakery has evolved into one of the country’s most established bakery franchises, with around 600 stores nationwide, including 300 across the Visayas, and nearly 70 franchised stores operating within its network.

“Julie’s has been in the bakery industry for 45 years and our products are high quality and well-loved. If you will be a franchisee, you will be backed by a very established system,” shared Lourdes Lopez, Franchise Relations Manager of Julie’s Franchise Corp.

That long history is exactly what the company hopes to share with aspiring franchisees visiting its booth at the expo. Rather than simply presenting an investment opportunity, Julie’s Bakeshop emphasizes the value of joining a proven business system built on operational experience, continuous innovation, and products that have earned the trust of Filipino consumers.

Building entrepreneurs through support, innovation, and guidance

Julie’s Bakeshop positions franchising as a partnership rather than a one-time investment. According to Lopez, franchisees receive guidance from the application process through store operations, backed by continuous training, marketing support, and operational assistance.

The company also continues to modernize its operations by embracing digital technologies to improve customer service and business efficiency. Lopez noted that as businesses adapt to an increasingly digital landscape, innovation remains a constant priority, from improving service speed to strengthening data-driven operations.

For interested entrepreneurs, Julie’s estimates an investment of around ₱ 2 million, inclusive of franchise fees, training, store setup, and initial operating requirements. Successful applicants also undergo structured management and operational training before opening their stores, ensuring new franchisees are equipped to manage the business confidently.

Why franchising matters for Cebu’s next generation of business owners

Events like the Franchise Negosyo Visayas Expo demonstrate that Cebu is becoming a source of businesses ready to expand nationwide. Homegrown companies such as Julie’s Bakeshop illustrate how local enterprises can grow beyond their roots while creating opportunities for aspiring entrepreneurs to invest in brands with proven track records.

Despite challenging weather during the opening day, Lopez shared that the Julie’s booth welcomed inquiries not only from across the Visayas but also from prospective franchisees in Mindanao, highlighting growing regional interest in established Cebu-based businesses.

As the Franchise Negosyo Visayas Expo continues, Julie’s Bakeshop hopes more aspiring entrepreneurs will see franchising not just as a business investment, but as a chance to build on the success of a brand that has grown with Cebu for 45 years.

Aspiring entrepreneurs interested in becoming part of the Julie’s Bakeshop network may visit the Julie’s Bakeshop booth at the Franchise Negosyo Visayas Expo or learn more about the franchising process through their official Facebook page. Complete franchise information, application steps, and inquiry details are also available at www.juliesbakeshop.com.ph/franchise.

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