Enabling small and medium-sized businesses to grow and thrive with Grab e-commerce services

As more and more Filipino consumers adopt a digital lifestyle, it becomes important for businesses to leverage technologies such as e-commerce and online platforms to remain competitive, grow and contribute to the broader economic recovery. In a report published by Asian consulting firm YCP Group, digital transformation is seen as a key factor for both the survival and success of small and medium-sized enterprises in the future.

Digital marketplaces like Grab have proven instrumental in driving the success of businesses of all sizes. Grab’s innovative tools and support have become crucial for businesses to survive and thrive. Here is an exemplary story of how Mylene’s Bakeshop managed to not only overcome challenges, but also seize opportunities in an increasingly competitive market thanks to the services and offers offered by Grab. To catch.

Collaboration with Grab

Mylene’s Bakeshop, known for its ensaymadas and banana cakes, was founded by Mylene Lagumen in 2011. It started as a small, family-owned business in Marikina and has since grown into a successful enterprise with 15 branches in key locations such as Quezon City, Pasig, Pasay, Valenzuela and Parañaque. However, this growth did not occur without obstacles. It was their collaboration with Grab that brought the brand to a turning point, ensuring the company not only survived, but also flourished.

In an interview with Manila Bulletin Dien, Katrina Estrella, Mylene’s daughter and general manager of “The Estrella’s Kitchen and Food Services”, a franchise of Mylene’s Bakeshop, shared the story of her family business. “We started small based 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 company grew, they strategically opened additional stores, growing to five branches. However, in June 2019, their Quezon City branch began facing financial challenges, forcing it to consider closing. Fortunately, a lease extension granted in December provided temporary relief and a temporary bailout for the struggling store.

In the same year, they also partnered with Grab to operationalize delivery and expand its reach, marking a turning point for the company.

When the pandemic hit and many businesses were forced to close, Mylene’s Bakeshop found a unique opportunity. It was the only store in their neighborhood that remained open. This resilience was largely due to its partnership with Grab, which enabled the company to shift from in-person sales to online ordering and delivery. Their daily Grab orders have increased to around 20-30%, providing a vital source of revenue at a time when foot traffic has all but disappeared.

“That’s when our brand really gained recognition and we didn’t have to give up our Quezon City branch,” Dien said. “Grab saved our business and helped us grow. We were on the verge of losing five branches, but we managed to keep them open thanks to the sales boost they provided.”

Her team realized how important it was to have a solid delivery system. Grab then became a key 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 about how to maximize Grab’s expertise when many customers ordered Mylene’s Bakeshop products not only for themselves but also as gifts. This observation prompted the company to improve its packaging, making it more suitable as a gift and attractive for special occasions. Additionally, they introduced large cookies to attract younger customers, another change inspired by actionable data provided by Grab.

The convenience of Grab has also enabled Mylene’s Bakeshop to improve its inventory management, using sales forecasts provided by the platform to better predict demand. “Previously, we had to pull the products out by hand. Now, thanks to Grab’s forecast, we know how many orders we can expect per day,” said Dien.

Trust Grab as a long-term partner

For Dien and the team, Grab has played a key role in the transition to e-commerce. “We have been loyal to Grab since then. We have seen that Grab offers good deals and promotions to sellers.

They leveraged several key features of the platform to increase their visibility and sales, such as Grab promotions, which helped attract new customers by offering special deals. The search advertising feature allowed the store to appear more prominently in search results, providing greater exposure.

They also became part of GrabFood Signatures, a curated selection of the best restaurants, which further increased their brand recognition.

Their inclusion in Grab’s top 100 favorite games in a recent fan ranking showed their popularity, making them a go-to choice for many customers on the platform. Together, these characteristics contributed to the company’s growth and success.

Dien also praised Grab’s seller seminars, which helped them improve their marketing strategies and sales techniques.

“Whenever we consider opening a new branch, we always check whether Grab is available in that area,” Dien said. “Grab is truly our partner and every time before we open our stores, we make sure that our Grab app is already working.

“It has become clear that Grab values ​​its retail partners and ensures their profitability and sustainability,” she said. “Thanks to them, we expanded our operations by 10 more stores and increased the number of employees.”

Grab currently accounts for a large portion of their total sales. “Currently, 55% of our sales come from Grab,” she emphasized.

Mylene’s Bakeshop has grown from 25 to 80 employees; and from five branches to 15 stores operating in Metro Manila. “Grab helped our company survive. They are a blessing to us,” Dien said.

Today, Mylene’s Bakeshop continues to grow, fueled by a loyal customer base and strategic use of e-commerce. The company still strives to offer local baked goods without preservatives, produced in its own canteen by qualified bakers. As they continue to grow, it is clear that their relationship with Grab will remain a key part of their ongoing business strategy and ultimately their success.