Meeting our users where they are is a core tenet of our operations here at eTap Solutions. The placement of our kiosks tells the whole story: whether it’s pharmacies, groceries, bakeshops, and more, eTap machines are found wherever essentials are sold. 

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In key cities like Davao, well-loved bake shops are always emerging to combine great taste with everyday affordability. One of these is Rose Bakeshop, which works hard every day to bring excellence to the hearts and stomachs of every Filipino, mirroring etap Solutions’ mission to make quality financial services accessible.

In mid-June, eTap Solutions and Rose Bakeshop finalized a partnership to deploy over 80 eTap kiosks across Rose Bakeshop’s branches in Davao, Cebu, and the Leyte region. The goal is for eTap machines to be eventually deployed across all of the bakeshop’s branches.

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Here’s what you need to know about eTap Solutions’ latest partner!
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From humble beginnings to community staple

Much like eTap Solutions, the story of Rose Bakeshop is one of hard work and unwavering commitment to quality.
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It all began when the store’s founder Ms. Rosalina Go left Cebu for Mindanao, eventually settling in San Francisco, Agusan del Sur. In 1983, she opened the very first Rose Bakeshop using a rented oven, determined to turn her love for baking into something meaningful. Despite the many challenges she faced, her mission was clear. 
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Nearly four decades later, that small dream has grown into a thriving business with over 200 branches across Visayas and Mindanao. 
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It’s not a stretch to say every Rose Bakeshop branch has become a community staple: Early mornings bring in local families and busy households for daily bread essentials like pandesal and Spanish bread. Office workers often drop by midday for snacks like milky donuts and ensaymadas, while drivers and travelers use the 24-hour drive-through for quick coffee and bread runs. Dessert lovers come in for specialty treats like Ube Cheesedesal and chiffon cakes. Many even order ahead through GrabFood or in-store pick-up, especially on special occasions.
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Why the partnership?

While similar principles define the eTap Solutions x Rose Bakeshop partnership, it goes beyond that.

“Many Filipinos see Rose Bakeshop as a trusted neighborhood brand,” explains Joe Muldera, Head of Business Development at eTap Solutions. “Partnering with a familiar face gives eTap a bridge, especially when introducing digital solutions to traditionally cash-reliant customers. Plus the partnership provides strategic advantages in market access, brand trust, and partner-enabled scale.”
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“Rose Bakeshop is more than just a store—it’s a daily destination and community hub. By embedding eTap services there, it creates a powerful synergy: one brand offers everyday essentials, the other brings everyday digital convenience,” he adds. More than just sharing the same principles, the two brands complement each other. The sentiment is echoed by Christian Paul Alpeche, Marketing Manager of Rose Bakeshop, who says “Partnering with eTap allows us to shift from being just a neighborhood bakery to a modernized brand —making every visit not just about buying bread, but also enjoying seamless and smart transactions.”

Interested in partnering with eTap Solutions, just like what Rose Bakeshop did? Message us on LinkedIn or email Joe at joe@etapinc.com!

Article by Pancho Dizon
Graphic by Justin Khyle Calleja