Food
With striking primary shades as its brand colors, Baker on East’s Instagram posts pull you in when they pass by your feed. More often than not, their mouth-watering product shots and advertisements featuring intriguing donut flavors will have you fighting for a slot during their weekly drops to see what the hype is all about.
Baker on East first started when its co-owner, Chino Cruz (AB COM ‘14), started baking unprofessionally as early as 2010. He started sharing his craft with others by bringing in baked goods to his workplace for others to try. “It became my trademark; I’ve always been the food guy for so long. Baking was the thing that people associate to me, as early as college and my first job,” Cruz says.
The positive acclaim that he eventually received from his workmates regarding his food motivated him to start the business. “When so many people tell you that your stuff is good, you sort of—you consider na parang, ‘This is the thing [I] should probably be doing,’” he recalls.
After his former company closed down, Cruz started working at Baker on East full-time with his brother, Gio Cruz (AB IS ‘17). Baker on East then started to make itself known to the food scene by appearing in pop-up markets. However, the stint was short-lived. “We joined weekend markets, but we then realized that it was a lot of work for two people. […] It was not worth the amount of effort that we put into it,” Cruz states.
For Baker on East, the transition from physical stalls to an online shop was almost natural. After quitting their pop-up market gigs, Cruz started to post his baked creations on social media, offering them to anyone who wants to try his pastries. Things took a wild turn after Cruz posted about his homemade donuts on Twitter. “I started taking orders online for my donuts in my Twitter DMs. After they gained traction, it became too difficult to manage—so, I began doing our now infamous drops,” Cruz mentions.
From dabbling in various pastries such as shortbreads and cookies, Baker on East decided to include donuts in their menu. Partly, Cruz’s brother is to thank for that, as the idea of selling donuts was an ode to him.
“I started developing donuts because my brother started working with me, and then I thought ‘Okay, I’m gonna do something to make him feel part of the team,’ and my brother is obsessed with donuts,” he reveals. When the donuts became a hit, Baker on East started to focus on them exclusively.
The unique donut fillings, however, were all Chino’s idea. “[The flavors] were due to [the] lack of a global scope of food in the Philippines. I started cooking things I could not find locally, then it shifted to baking,” says Cruz, emphasizing that the donut flavors are a mix of classic combos and his personal taste.
For starters, the Peach, Mango, and Chrysanthemum donut is a unique twist on the well-loved peach-mango combination— (akin to Jollibee’s peach-mango pie. The dough is pillowy and flavorful in itself, while the filling is fruity and light. It’s the perfect dessert for anyone who wants a quick bite.
While the Peach, Mango, and Chrysanthemum donut prides itself on the mildness of its flavors, Baker on East’s Single Origin Cold Brew donut is its complete opposite. Their take on coffee-flavored donuts has a strong flavor from the first bite. It’s in-your-face and bold, just like a fresh cup of joe that gets you through the day.
The business’ more experimental flavor—the Mandarin, Cointreau, and Crème Brûlée donut—creates an interesting juxtaposition between the exterior and the interior of the donut. The caramelized sugar on top gives a sharp crisp, leaving a sweet and slightly bitter taste to the tongue. On the other hand, the mandarin and cointreau cream inside is mellow and fresh, with the mandarin giving a citrusy tang to the overall flavor.
Lastly, the Raspberry, Rose, and White Chocolate donut is a delightful treat to anyone who tries it. The raspberry seeds give it that crunch for texture, coming into contrast with the chewy dough. To top it all off, the tartness of the raspberry blends well with the subtle milkiness of the white chocolate.
Surprisingly, the donuts managed to blend uncanny flavor combinations well together. Moreover, Baker on East succeeded in making every bite an experience by emphasizing textures and flavor accents. Baker on East’s donuts truly prove that experimenting with food is a good thing, and the hype around it is rightfully earned.
Editor’s Note: This article previously cited Gio Cruz as “Gino Cruz”. The name has since been corrected, and we apologize for the oversight.
