You may have already seen those lines snaking around the block. Heads of varying sizes bobbing up and down, chatting as they make their way to the front of the line …. 45 minutes to go …. 25 minutes ….15 and 5. Finally! In front of them, a mecca of frosting and fillers, a delicious vault: J.Co.
Doughnuts may never make it to the top 10 healthiest food groups, but taken in moderation, they can actually brighten up your mood. Isn’t it wonderful to feel like a kid again? With flavor variations like Al Capone, Snow White, and Coco Loco — it would seem that your favorite amusement park could be just around the corner. But wait! If these sugary treats were not enough, the adult in you will find coffee and yogurt to match.
J.Co seems perfect for the Filipino palette. It is perhaps this realization that convinced the local franchisee: Contemporain Foods, Inc. to bring in this Indonesian food chain in 2012. Judging by the ubiquitous lines that accompany every branch and powered by years of experience in the food industry under the Oishi brand, the Chan family definitely made the right investment. Celebrating its first year anniversary last March 15, J.Co Manila has seven branches currently and another 10 are in the making — just for this year alone.
Started in Jakarta, Indonesia in 2005, J.Co Donuts and Coffee was founded by entrepreneur Johnny Andrean. Originally known for his chain of hair salons, he ventured into franchising — first with Bread Talk and then later with his own brands, one of the most successful being, J.Co. By 2008, Andrean’s initial business had expanded to Malaysia and then to Singapore, Shanghai, and now Manila.
What are in those things, you may ask? What magic is woven into each scrumptious bite that will entice a generally impatient public to wait at least half an hour just for a taste? Is it the real chocolate that laces each doughnut? Perhaps the meticulous baking process that can be viewed in every outlet? Or maybe the hardworking staff that tries incessantly to make the time pass so you don’t notice the wait? Perhaps it is all of these things. Perhaps it is none.
All things created by human hands bring with them an energy — especially when it comes to food. Yes, even with doughnuts. Don’t tell me you’ve never watched Like Water for Chocolate? There is so much that can be said about how human emotions and moods can affect every result. After all, isn’t that “magic†that comes after sinking our teeth into one of these confections an actual “feeling� Whether it is the endorphins, the “happy hormones†or just simple memories of a childhood past — it is an emotion of pure joy that comes over us when we relish whatever it is we are experiencing. Thank goodness there is enough “magic†in these doughnuts that prevents irate customers from charging down a 45-minute waiting line. Somehow, the sweetness in these treats melts away the memories of standing in queue.
The energy that first brought J.Co to fruition was more than just random luck and good taste buds. Upon first meeting Johnny Andrean, you will immediately notice the warmth and openness of a man filled with both gratitude and humility for his product’s success. At only 52 years old, with four children and an equally talented wife Tina, Andrean has accomplished quite a lot by anyone’s standards.
A conversation with him will lead to a myriad of topics — from franchising to family, from hair salons to travel. Almost like a young boy, he is genuinely filled with excitement at the possibilities that life can bring and is genuinely amazed at how small the world has become. Constantly discovering, exploring, appreciating every nook and cranny that his travels bring — the wheels of his mind are always turning with regard to what the future may hold. But, always, always with gratitude about what life has already brought him.
They say that like attracts like. It is no wonder why he found an excellent match in J.Co’s Filipino counterpart: the Chan family. Although their humility is as legendary as their kindness, the Chans are truly amazing partners to have — both in business and in friendship. It is no wonder that the heavens have blessed each endeavor with phenomenal success. None is more deserving than they.
Which brings me once again to the “magic†that surrounds this seemingly simple concoction of flour and yeast. What is it that keeps people coming back?
Let me venture a guess…
For the people behind the brand, both its founder and its franchisee, there is a genuine joy about everything they do. Whether it be producing a great product, seeing a smile from a satisfied customer or just witnessing a simple idea take amazing flight — there is sheer excitement, real fulfillment in just being able to participate. Although, obviously important in business, the bottom line in this case is a wonderful bonus. Like being a kid again, everything is part of an awesome journey — nothing wasted, everything gained.
I guess it is the same process one goes through when standing in line at a J.Co store. You are clear about what you want. You are willing to wait and in some instances sacrifice what is needed to get there. The next five minutes in queue may be better than the last. The next customer in line may become a friend. The next number called out may be yours. But you stay, knowing with all certainty that what lies at the end of this wait is worth every minute.
Never mind the wait, the heat, the time — no one ever remembers how long it took to finally ride your favorite rollercoaster, or shake hands with your favorite mascot, or get your idol’s autograph. All you know is that you did and that you were happy.
This is the energy behind success —sheer joy.
It is completely contagious and in this case, truly sweet.
So, the next time you see lines meandering around a J.Co store, take a chance, be a kid again, and get in line.
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E-mail: tcbautista@arkeology.org.