Passion for cupcakes

WHEN Jonathan Ramirez returned home to the Philippines in March 2009 after completing a more-than-a-year course on Baking and Pastry at the California Culinary Academy in the US, he sought several employments but was unfortunately denied because they said he is overqualified. His diploma from a well known US culinary school in the West Coast may have been intimidating.

Thirty-year old Jonathan or Johnny decided to start a cupcake business in Davao City. He baked a few dozens and distributed them to coffee shops for tasting in case they would want to include Johnny's cupcakes in their cakes and pastry menu. He gave away the remaining cupcakes to his friends.

Click here for Election 2010 updates

Though he yielded no response from the coffee shops' managers, he became busy as a bee when personal orders kept coming in. He admits he had to turn down callers because his little oven cannot accommodate a big volume of orders.

Sales from his cupcakes displayed in a Kadayawan bazaar was overwhelming hence, he decided to put up a permanent shop. It was Johnny's test on the waters to see if a cupcake business could actually float.

Almost everyone loves cupcakes and the recent popularity of wedding and birthday cupcakes increases the demand for these mall cakes baked in thin rounded paper cups.

It is Johnny's love for baking that inspired him to pursue further studies in the US despite a two-year training at the Culinary Center for the Arts in Katipunan, Quezon City.

"I already completed my third year in BS Computer Applications at the De La Salle College of St. Benilde when I convinced my parents about my plan to shift course," Johnny said.

He said the convincing wasn't difficult, though, after they tasted the pasta, salad and dessert that he volunteered to prepare for his parents wedding anniversary celebration.

Door 2 at the newly built Valencia Corporate Center along Arellano Street is now the home of "Johnny Cupcakes."

His concept is a modern pastry store that initially focuses on a variety of cupcakes and frosting choices.

Since the shop's soft opening after the Holy Week, Johnny offers 6 kinds of cupcakes for P35 each -- Vanilla Bean, Chocolate Vanilla Bean, Triple Chocolate, Red Velvet, and Mocha plus a surprise variety everyday on a two-week cycle.

"What I like about baking is it is precise and accurate. Ang problema pag nagkamali ka di mo malalaman hanggat di pa maluto," he said.

Johnny, whose father is into the printing press business, said this is the first food business in the family.

"I have cousins who are in relatively the same business -- Charie's Bakeshop and Cake Temptations," he said.

Johnny Cupcakes has created a buzz. Thanks to the active marketing efforts of friends, family, and regular clients since the time when Johnny's business was still home-based.

"Through word of mouth lang. Ang friends ko maraming friends, Kahit sa Facebook may promotion," he added.

In less than a month, Johnny said the shop is already selling an average of 100 cupcakes a day.

"There are times na nilalagay ko palang sa display, nabibili na. May mag order 3 boxes agad," he said. "The cupcakes are freshly baked and no left overs at the end of the day's operation."

He said he has been receiving good feedbacks from clients. But of course my family is my top patron. "Hindi sila nagsasawa dahil lagi pa rin may cupckes sa bahay."

Johnny Cupcakes also serve Panini and Pasta. Soon it will offer pastries, cookies and personally-made ice cream.

"Kahait pagod, masaya ako. This is work and play for me because. This is my passion and I love what I am doing," he said adding that he doesn't mind being left behind when family and friends go out of town for a vacation.

It started with a strong-willed Dabawenyo who enjoyed making cupcakes for her family and friends and progressed into a thriving cupcake shop.

For Johnny, his passion is the driving force in his cupcake business.

Johnny Cupcakes is open Monday-Friday from 11 a.m. to 9 p.m., Saturday 11:30 to 5 p.m. For orders or inquiries, call 082 2245060 or 09088606925.