Establishment: French Baker, a Casual Fast food Restaurant


Filipino Entrepreneur: Johnlu Koa (Chief Executive Officer)
The French Baker training center in Mandaluyong. Interview with Mr. Johnlu Koa in his office.

The French Baker in Mall of Asia is now open

Popular TV sportscaster and health and fitness buff Chinggay Andrada led ribboncutting ceremonies together with The French Baker CEO and President Johnlu Koa at the opening of its newest outlet at the ground floor of the new South Supermarket in Alabang.

One of the favorite dishes of Mr. Johnlu Koa served in The French Baker.
Introduction:

The success of The French Baker was built on a dream and a vision for innovation - to bring the neighborhood bakery to a higher level and let every Filipino enjoy freshly baked quality and affordable breads even while on the go.
It’s been 16 years since The French Baker opened its first store in SM North EDSA. Single-handedly, The French Baker virtually re-awakened the bread baking business --- turning it into a thriving and booming industry where competitors are now trying their very best to carve their own niche.
The French Baker however, continuous to remain on top, steadfast in its commitment to serve the freshest, healthiest and affordable European-inspired baked goodies to serve its valued and loyal clientele.
French baguettes, scones, croissants, liege waffles, cheese parisienne, crepes, bagels, sourdough and ciabatta are now as familiar to us Filipinos as the pan de sal, monay and ensaymada.
This is The French Baker – Your Original Freshness Baker!
Interview with Mister Johnlu Koa
1) When did French Baker open for business?
It opened September 1989. I had no culinary degree; neither did I attend any cooking school. I worked on it the other way around. I graduated with a Bachelor and Master’s degree in Business Administration at the University of Philippines Diliman. I then lectured BA there for 15 years.
Every single moment I had a chance off from work I spared in the kitchen, I trained myself, researched, cooked, baked, and read. I was a self-taught baker but I took technical training 5 years after opening Honey Bread in 1992. I was such a fine chef that I was confirmed an honorary chef degree in 1994 by CCA.
2) Could you tell me some historic facts?
The first French Baker was at SM City, North Edsa, Manila. A 90 square meter café and bakeshop. We were primarily doing only bread and French pastries. The start up capital was P2 million. I chose this location because it was new, it had an upscale neighborhood, and a creation of Ayala outside Makati was promised. That was the point when the EDSA revolution had just ended.
3) What major event facilitated the growth of French baker?
I was young, daring, and single. I also loved traveling to Europe. The bakeries I found in Paris stirred me. There was no one doing French baking in the Philippines and I wanted to create a new concept, a new store category in the country.
French Baker was inspired by my previous business Honey Bread, a neighborhood bakeshop selling siopao and hopia. 10 years of Honey Bread and I got used to baking. I sought for something flamboyant, extraordinary, and cosmopolitan. I wanted the thought of making people feel like they were in Europe. Then came French Baker.
18 years in this business and we saw how to defend ourselves from competition, how sales were taken away from us, and witnessed how our competitors came and left.
4) What motivated you to start your business?
It was 1984 and I was able to journey to Europe. I fell in love with France. It was old, ancient, and yet modern. Modern in the sense that it is where fusion, food, culinary, and fashion are derived from. I felt very privileged since not all people could afford to experience all these events at that time.
I did what everyone couldn’t do. I was a pioneer. And a few days from now, my new enterprise is to open in Makati. It’s name, Lartizan. This time old-fashioned French designs serving a lot of sour dough and French goods determined for the aristocrats of today’s society.
5) What is your target market?
French Baker is intended for mall shoppers. Seventy percent of which are females. They restore bread for the house daily. We do rather well in supermarket environments, and survive in shopping centers of class A, B, and even C. Hopefully on stand alones in the near future.
6) What type of service is provided?
Our restaurant offers casual dining, fast food. We comprise of a no-waiter service with a casual ambience. It’s lifestyle dining were for those that didn’t want to spend so much and wanted to just enjoy their hot cup of coffee.
We are very proud to say that French Baker serves purified water to our customers. We have a 3 stage; UV filtration system for our drinking fountain including all other liquid products offered by the restaurant. Furthermore, I believe that this responsibility is a duty for every bistro.
7) What is the average age group who frequently visit your establishment?
I’ve niched a fairly large crowd from 14 to 60 years old. I present sweet, salty, semi sweet foods, sandwiches, cuisine for dine-in, and all kinds of breads that go into culinary preparation.
8) What are some of the training or service standards used?
We are mostly in a mall environments and our outward presentation is very essential. If either of our faucet, signboard, or lights went busted the mall owners would certainly call our attention.
Since we have so much on our menu, it is our obligation to ensure uniformity and consistency especially in our other branches around Manila and Cebu.
Bakery related, the team has to be acquainted with the product knowledge. For dine-ins, we make an effort not to use paper or plastic ware. We employ flatware, stainless steel, and porcelain. We make certain to set our French Baker label on our plates.
9) What particular item from your menu makes French Baker popular?
We are customarily notorious for our chicken ala king, soup in bread bowl, and the steak sandwich. Each of these is special because it has a combination of bread in them. What also makes us distinctive from the rest is our food is all made to order whether cooked, fried, baked, or steamed. We create our products from base till end.
10) What is your personal favorite from the menu?
My most wanted is the chicken ala king and the hickory spareribs mainly because of its sauce. I could set its sauce on anything, especially enjoying it with my burger.
What does it take to stay in the business?
1) Commitment- obligation to the original plan and what you set yourself up to do. Do not be distracted by shifting to other things. You have to keep in touch with why you started out with this in the first place.
2) Developing an organization capable of growing with you- you grow because of earned respect from the market, because the people want more from you.
3) Have a network of suppliers and people, who can inspire you, assist you, and keep you in the right track.
4) You, as a founder and an entrepreneur- how you manage your life that your business is still enjoyable and exciting. Work is getting into training programs, traveling, and meeting new people. Imagine hosting a banquet for free or having business pay for your trips. The underlining value here is to promote what you do, your work, and your product. You control the pace of your work, the intensity of exertion, and your destiny.