Mrs. Wharton: cake expert now a multi-brand company
Mrs. Wharton, Iloilo City's well-loved cake and pastries maker has transformed into a multi-brand company at a time when consumer behavior and the business landscape have shifted.
In 2017, Mrs. Wharton started selling cakes and pastries in General Luna and later on in SM City Iloilo. The Covid-19 pandemic which hindered customers' mobility yet paved the way for food delivery, has opened up a new opportunity for Mrs. Wharton. Its owner, Anna Marie Wharton decided to close its physical shop and do business online, thereby reaching more customers and saving on rent.
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| Anna Marie Wharton, founder of Mrs. Wharton and Lazy Susan |
Food products loved by Filipinos
"I do not want Mrs. Wharton to be identified as one brand but rather a company that creates many brands," Wharton said. "We like to venture more into the food business. We want to create brands that tell a story and products that are already loved by Filipinos. Something that they are already familiar with but with an added twist and approach when it comes to marketing," Wharton shared.
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| Mrs. Wharton London Bakes and English Teas which started selling cakes and pastries, is now the umbrella organization of Lazy Susan and upcoming food brands. |
The birth of Lazy Susan
In starting a food business, experts suggest that one should know if there is a market for the product. Wharton considered this before starting Lazy Susan which specializes in Taiwanese street food, in 2021.
"The story of how the brand came to be is one for the books. It is simple. It started with the questions 'What do Filipinos normally eat?' and 'What are their comfort food?' Those that came to my mind were Spicy Pancit Canton and Siopao," Wharton explained.
The idea was also inspired by the fact that Wharton's mom is named "Susan" and her childhood memory of lazy susan, a rotating tray or turntable that is a common dining fixture in Chinese restaurants and homes.
"My mother was half-Taiwanese and half-Filipino. Taiwanese food is quite similar to our food here which is Chinese-based cuisine. Filipinos are also well-traveled and have already sophisticated palates. It is not much of an adjustment," she further said.
A few months since it started, Lazy Susan did business on weekends only. Now, they are open daily to receive orders for their popular Spicy Schicuan Noodles, Barbecue Roast Bao, Duck Bao, Pepper Buns, and Lu Rou Fan (Pork Rice Bowl).
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| Mango Surprise, Mrs. Wharton's best-selling signature cake |
Navigating through the business landscape shift
Wharton aims to launch two more brands. "It's a puzzle that we need to put together. I believe in timing and timing can't be forced. All in God's timing," she said.
"At the moment when the business landscape is changing, wherein the market and the platform are new to all of us, we'd like to take it slow as we navigate through. We were used to traditional selling and having a physical store," she explained.
"We are unlearning and at the same time learning, too. We want to maximize this exciting opportunity," she enthused.
Looking back, she had the same mindful stance before opening the cake and pastries business. Two years before Mrs. Wharton actually opened, she was already testing the waters by baking and selling to family and friends.
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| Lazy Susan Noodles and Bao specializes in Taiwanese street food |
Strategy and approach
A typical day for Wharton involves cooking and baking. While she is at it, her mind works non-stop thinking of how to systematize and strategize. "It is easier because I am in the zone of work. The answer flows to me easily," she shared.
In time management, we have what we call the Four Quadrants. Quadrant 1, urgent and important; quadrant 2, not urgent yet important; quadrant 3, urgent but not important; and quadrant 4, not urgent and not important.
"I do quadrant 2 for two hours daily and that is planning for the future. I make sure to do this every day. The rest of the day is spent on making products that will satisfy the clients," she shared.
Players in the food industry
The food industry is one of the largest in the Philippines. More so in Iloilo City which is home to different cuisines. Naturally, Mrs. Wharton and Lazy Susan face plenty of competition but their owner does not mind.
"I don't really think much of competition. And comparing is not something worth doing. The market is big and there is enough fish in the sea. Our desire is to focus on customers and how we can serve them better," she explained.
"Our core value is to provide quality food products that are affordable. Success is not the destination. It is more of 'Let us serve.' We are given an opportunity to serve, let us do it well," Wharton concludes./
