Goldilocks Reaches 400th Store Milestone.

On an otherwise typical summer day – May 15, 1966 – two enterprising sisters and their sister-in-law opened a small bakeshop on a 70 square meter space along Pasong Tamo Street. Milagros Leelin-Yee, Clarita Leelin-Go, and Doris Wilson-Leelin had a simple set-up: two display cases, ten employees, and family members pitching in to help mix ingredients. The store was called “Goldilocks”, and true to its storybook namesake, it would establish a fairytale of its own.

Indeed, almost five decades later, Goldilocks is now the largest Filipino-owned bakeshop chain in the world.  More impressively, generations of Filipinos consider it not only as a brand, but a time-honored family tradition. As the company approaches its 50th year in the Philippines, Goldilocks continues to strengthen its position as a genuine Filipino Icon. Just recently, it added another impressive milestone to its long list of achievements by opening its 400th local store in Davao.

“Goldilocks has such a rich and storied heritage; now our legacy is being passed on to future generations, covering a wider scope,” affimed Goldilocks Marketing Director Pinky Yee. “Part of this is our continued focus on nationwide expansion, with a particular emphasis on areas outside Metro Manila,” she added. Evidently, this strategy has been highly successful, with the number of Goldilocks stores in the Philippines more than doubling in the past ten years (120% increase).

Yee likewise shared that this remarkable expansion has been greatly driven by the company’s franchising program. “We have been so fortunate to partner with highly motivate entrepreneurs who share the ideals and values of Goldilocks,” she explained. “Almost half of our stores are franchisees, with 60% of them being multi-unit owners. In fact, store number 400 here in Davao is a franchise.”

With 400 local stores (not to mention 24 branches in key cities in North America, and nine outlets in Bangkok, Thailand), iconic status, and unrivalled products, what can possibly remain in store for the bakeshop giant? “There’s always a way to serve our customers better, and you can rest assured that Goldilocks will find a way to continue discovering them,” Yee stated. “Looking forward, we will continue to pursue our company vision with determination and integrity – for Goldilocks to be the leading Filipino global brand, that will fulfill changing customer needs through world-class products and services,” she concluded.