They may not be on the Internet, but you can bet Cunanan has found its way to your family phone book. Bakery matriarch Maricel Lerma-Cunanan shares her ensaymada origin story and demonstrates how staying authentic and personable remains invaluable.
Every time you open up Instagram, it seems like dozens of small food businesses have found their way to the platform. This has certainly proved to be a fruitful strategy - the social media app showcases some of the most talented cooks and their delectable creations, luring us to scroll through delicious eats in search of our next bite. Yet, some of the oldest and most successful brands remain offline and continue to attract a committed and growing clientele by relying on word-of-mouth alone. How do they compete? How do they cultivate such a strong brand?
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For Maricel Lerma-Cunanan, the matriarch behind the eponymous Cunanan Bakery, these strategies are the least of her concerns. “I have no intention to compete with anyone and I do not worry about competition” she reveals, noting that even she hasn’t the slightest clue about how Cunanan grew to such prominence in the phone books and group chats of gourmand lolas and titas. Upon rounding up some of the metro's best ensaymada, we found little to no trace of the brand online, mentioned only in a few articles - no Instagram profile, no Facebook page, nothing. At one point we were unsure if the bakery was even open.