SOME FAMILY recipes are just too precious to simply keep at home.
In the quiet heritage town of Magalang, Pampanga, one such recipe has spent the last decade winning hearts—one buttery, pillowy ensaimada at a time.
What began as a simple weekend baking project in a family kitchen has grown into one of Pampanga’s most cherished names in heritage baking. This year, Old Town Ensaimada celebrates its 10th anniversary, carrying forward a legacy rooted not only in exceptional culinary craftsmanship but also in generations of Kapampangan tradition.
Behind every loaf is a story of family, patience, and the enduring belief that good food is best made with time and care.
From Ima’s Kitchen to a Beloved Bakery
Long before Old Town Ensaimada opened its doors in May 2016, founder Tere Tayag-Paras had already been nurturing a lifelong passion for baking.
An educator for 24 years, Tere spent decades shaping young minds before eventually trading the classroom for the kitchen. Yet her most important lesson came much earlier.
At just 13 years old, she learned to make both standard and special ensaimada under the guidance of her mother—her beloved Ima, the family’s original baker.
“My Ima taught me how to make both standard and special ensaimada when I was only 13 years old,” Tere recalls. More than techniques and measurements, her mother passed on a principle that would become the foundation of the family business: “Give your customers the best, and the best will come back to you.”
That heirloom recipe, lovingly preserved and refined through the years, remains at the heart of Old Town Ensaimada today.
In a fitting full-circle moment, it is now Tere’s eldest son, Chef Andrei Paras, who carries the tradition forward as the bakery’s pastry chef. The very recipe his grandmother entrusted to This mother decades ago continues to shape the bakery’s signature ensaimada—a testament to how heritage is best preserved by passing it from one generation of hands to the next.
Slow Baking in a Fast-Paced World
In an age when speed often trumps craftsmanship, Old Town has remained steadfast in doing things the old-fashioned way.
Its ensaimadas are made using heritage recipes, premium ingredients, and time-tested techniques that refuse the shortcuts of mass production. The result is unmistakable: generously sized brioche with a feather-light crumb, rich buttery flavor, and the kind of softness that has earned a loyal following throughout Pampanga and beyond.
Every batch reflects the bakery’s commitment to quality over quantity, proving that patience remains one of the finest ingredients.
A Family Affair
While Tere continues to oversee the business, Old Town has truly become a family enterprise.
Chef Andrei has expanded the bakery’s offerings with his own creations, including indulgent brownie blocks, flaky baklava, New York-style cookies, and richly spiced Old English dark fruitcakes.
Meanwhile, Tere’s husband, Nath Paras, a retired bank officer, manages the financial side of the business, providing the steady foundation behind the scenes.
Together, what once began as a modest weekend hobby now produces hundreds of ensaimadas each day—a remarkable journey built not through rapid expansion, but through consistency, family teamwork, and unwavering dedication to quality.
The Signature Favorites
Old Town’s reputation continues to rest on two signature ensaimada varieties that have become customer favorites.
The Queso de Bola Ensaimada features a soft, buttery brioche crowned with rich buttercream and generously topped with finely shredded aged Edam cheese, delivering the perfect balance of sweet and savory.
Equally beloved is the Parmesan Ensaimada, whose generous layer of grated Parmesan offers a delightfully savory twist to the classic Filipino pastry.
Beyond its signature breads, the bakery has broadened its menu with equally indulgent treats:
Brownie Blocks – ₱450 per box
Revel Bars – ₱350 per box, available in dark and white chocolate variants
Old English Fruitcake – ₱650 per 800-gram can
New York-Style Cookies – ₱300 per tub (four 100-gram cookies)
Ensaimadas are available in boxes of six and twelve, with Parmesan priced at ₱480 and ₱960, while Queso de Bola boxes are available for ₱570 and ₱1,140, respectively.
A Decade of Heritage
Ten years after its very first weekend batch emerged from a home kitchen, Old Town Ensaimada has become far more than a neighborhood bakery.
It is a celebration of Kapampangan heritage, a tribute to recipes lovingly passed from mother to daughter to grandson, and a reminder that the finest traditions are those carefully preserved through generations.
As Old Town marks its 10th anniversary, its success is measured not merely by the hundreds of ensaimadas leaving the bakery each day, but by something far more meaningful: the enduring legacy of Ima’s kitchen, where every loaf continues to tell a story of family, craftsmanship, and home.
