Young mom and baker savors sweeter success in C-store franchise business

MANILA, Philippines - Success is sweeter and more fulfilling the second time around for those who’ve worked hard to achieve it. This perfectly illustrates the newfound joy of 31-year-old Mitchell Pineda, a proud Cebuana “mom-trepreneur.” A BS nursing graduate, Pineda is also a professional baker. Starting out with an online bakeshop, the Chocolate Chimney, and eventually, four mall-based stalls in various SM locations, Pineda was doing remarkably well in her line of business. Though content with the success of her bakeshop venture, Pineda says the demanding nature of the business made managing stressful and time-consuming.

“Though being a baker and cake artist fulfilled my creativity, I had to stop because of these considerations,” she recalls. “Also at that time, my family and I were growing weary of fast-paced metro living, so we decided to transfer back to Cebu. This move gave me the much-needed breathing space to explore other options.”

By the time they arrived in Cebu in 2014, Pineda was greeted by the familiar C-store brand and was astonished by its immense popularity in the area. “I came across the site of 7-Eleven and became more interested in acquiring my own store. I always wanted to try something new, one that was relatively ‘hassle-free’ and one that would allow me to practice my business management capabilities. After considerable research, I decided to explore my luck in C-store franchising.”

After securing her franchise approval and passing her FC training from Philippine Seven Corp., the exclusive licensor of 7-Eleven in the country, Pineda opened her C-store on Oct. 31, 2014, located near Guadalupe Church in Cebu City.

“We opened in this location because it’s near the church as well as schools and highly populated residential neighborhoods,” Pineda says. “Our store was warmly welcomed during our soft opening, with people swarming our doorstep as they eagerly lined up for their favorite 7-Eleven products like the Slurpee. It was nerve-wracking, but with the full support of the PSC management, we successfully pulled through and now, we are entering our 10th month of operations.”

To date, Pineda’s store is among 94 outlets in Cebu, and among the brand’s 1,442 stores, with 878 franchise-owned C-stores and 564 corporate stores.

“It pays greatly to partner with a world-renowned C-store franchise,” Pineda stresses. “Not only did it offer a unique opportunity to benefit from a proven system and ongoing support, 7-Eleven gave me additional training and reliable assistance, especially during the first crucial stages where I was still adjusting to the business operations.” 

As a businesswoman with a passion for selling food, Pineda says she is deeply motivated to provide products, services and convenience to her customers. “Because we are open 24/7, I love the feeling of being able to provide for their needs round-the-clock. From serving simple food pleasures like ice cream for kids or quick snacks for busy commuters, I’m truly proud to be of service to everyone,” she says.

Optimistic about the smooth-sailing operations of her 7-Eleven store in Cebu, Pineda is so happy with how things have turned out. “Having a 7-Eleven store is fulfilling; this is my answered prayer. I never thought my success would stem from something else apart from selling cakes and cupcakes.

“Our store also strengthened the ties of my family,” she says. “Every family member is happily involved in the business. With God’s grace, I’m hoping to open my second 7-Eleven store in Dumaguete.”

For those considering a franchise business, Pineda advises, “Going into a franchise venture involves many risks and considerations. First, you have to research the brand. Check its credibility, its standing in the market, and how the business model establishes profitable growth and support to its partners. Also, as a prospective investor, you should have genuine interest and some basic business skills to understand how the business works.”

Apart from expertise, a dependable name, best practices and effective marketing techniques built on years of successful global operations, 7-Eleven’s franchise package is committed to providing partners the best client servicing for them to develop into effective, well-rounded business managers.   

While her first three months of operations were very challenging, Pineda says that persistence and support are factors that kept her motivated to work her way to attaining success. “I feel proud that I am a pioneer 7-Eleven franchisee in Cebu. Owning a business means you are the boss, but that doesn’t mean you have to work less. You shouldn’t be remiss about your responsibilities. There are neither shortcuts nor clear-cut formulas for success, but if you have the mind and passion to do whatever it takes to maximize the growth of your business, success is not far from happening.”

For more details on 7-Eleven’s franchise opportunity offerings, call 726-9968, 0920-950-8651, 0917-871-1686, email franchising@7-eleven.com.ph or visit www.7-eleven.com.ph.