DELIFRANCE ALL THE WAY BACK HOME
by Louie P. Oviedo

Valentine's Day took on a different meaning because of Delifrance. I met with Gaylord Besas, Cafe manager, at Delifrance Greenbelt. They served me breakfast comprised of scrambled eggs, three strips of bacon, a sausage, a baguette plus butter and jam, and brewed coffee. Nothing unusual, I mused. I was half-expecting the baguette to be tough as old combat boots---it was already cold by the time I got there.

Surprisingly, my baguette turned out to be crispy and chewy. I love sausages, so there was no problem with finishing that and the rest of my bacon and eggs. Their coffee was strong enough to lift my adrenalin to dizzying heights; two packets of sugar and one packet of cream helped to tame its bitterness but did not succeed in concealing its taste.

My breakfast became much enjoyable because of their baguette and coffee. Both my plate and my cup can be seen empty afterwards.

According to Gaylord, about 50 to 60% of foreigners or expats in the Philippines go to Delifrance for their coffee and baguette. "Our baguettes and brewed coffee are our specialty, ask anyone," Gaylord told me.

The Vilgrain family, involved in the flour milling business since the beginning of the century, has given Delifrance Asia a strong parentage and a wealth of experience. Delifrance Asia, a member of the French-based VL Vilgrain Group, started its first operation in Asia in 1983. "Our dough comes from Singapore. Our office in Singapore imports all the ingredients from France. In Singapore, they mold the dough, freeze it then they ship it here in the Philippines. So, what we do here at Delifrance is we make the breads rise then bake it. We're hoping that by the time na magkaroon kami ng factory dito sa Pilipinas, our dough will no longer come from Singapore and will all be mixed here," he informed me.

Not only are the ingredients for their breads come from France, also their decors (i.e.picture frames) and the CDs that give the proper ambience for their café are all imported from France. This is the same with other Delifrance outlets abroad, such as the ones in Singapore, Malaysia, Hong Kong, Australia, and Beijing (named Vie de France).

There is also a close competitor which people mistake for Delifrance and vice versa, they have similar identities---they both serve French pastries, coffee, and if one were to translate their names they have the same meanings. Apparently, the general manager of this other café has been first tapped by Delifrance-Singapore, he backed out and then established his own French café even before Delifrance reached the Philippines. "Kaya kapag minsan nalilito iyon mga kumakain sa amin. Pupunta sila ng Greenbelt, dito sa amin, tapos iyon meeting place pala nila doon sa Glorietta. Masyado kasi kaming pareho kaya nalilito pati iyon customers namin."

Nevertheless, they have established a number of regulars who happen to be well-known personalities. Maurice Arcache regularly passes by to buy his nine-cereal bread. Gloria Diaz and her family would occasionally drop by for breakfast. In their Robinson's Ermita branch, they caught a glimpse of media personalities like Ces Drilon and Mike Enriquez. While Former President Fidel V. Ramos can be seen having his coffee at their Ayala Alabang branch.

Even famous restaurants and airlines order bread and frozen dough from them. La Primavera orders for their patons and baguettes from their Greenbelt branch, Grand Air orders for mini croissant and Sala orders baguettes from their branch in Robinson's Place.

"Delifrance is a subsidiary of Jollibee, it caters to the young, modern achiever who yearns to reach out to the world. This vibrant coffee boulangerie celebrates the good life by letting you enjoy the best baguette and coffee in town that has a distinctive French appeal---so fresh, so French!," Gaylord pointed out.

On my way home, everybody was looking at what I'm holding, one box filled with Delifrance goodies. They gave me one box of assorted sweet breads (that's what they call it). They gave me croissant-like pastries with different fillings---pineapple, custard, chocolate, peach, raisins. I passed by women holding their roses in their hands while I have a box from Delifrance which I'd juggle along with my bag and envelope.

To myself I was thinking, "Makain niyo kaya iyan mga roses niyo?"