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Goldilocks: 50 Golden Years of A Filipino Fairytale

Goldilocks is celebrating 50 years as the Philippines' number one bakeshop. [1] The company started small with two sisters supplying schools and decorating cakes, and they opened their first small shop in 1966 with 10 employees. [2] Over the decades Goldilocks has grown to 490 stores employing 5,000 people, staying true to its roots of offering authentic Filipino flavors while also innovating. [3] After 50 years of success and growth, Goldilocks continues its legacy as a leading Filipino brand fulfilling changing customer needs.

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Grace Gimo Schawalder
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82 views

Goldilocks: 50 Golden Years of A Filipino Fairytale

Goldilocks is celebrating 50 years as the Philippines' number one bakeshop. [1] The company started small with two sisters supplying schools and decorating cakes, and they opened their first small shop in 1966 with 10 employees. [2] Over the decades Goldilocks has grown to 490 stores employing 5,000 people, staying true to its roots of offering authentic Filipino flavors while also innovating. [3] After 50 years of success and growth, Goldilocks continues its legacy as a leading Filipino brand fulfilling changing customer needs.

Uploaded by

Grace Gimo Schawalder
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Goldilocks: 50 Golden Years of a Filipino Fairytale

MANILA As Goldilocks celebrates 50 Golden Years of being the countrys number


one bakeshop, its fairytale story still evokes delight and sweetness. Though their
company history is not exactly an underdog tale, it does have the elements that
Filipinos love: a small but exceptional start up, driven by pure determination,
flourished by ingenuity, and topped with a uniquely Pinoy entrepreneurial spirit.

Even after five decades in the industry, the guiding principles of its founders (sisters
Milagros Leelin-Yee and Clarita Leelin-Go) are are still very much alive and
articulated in the Goldilocks vision statement: to be the leading Filipino global brand
that will fulfill the changing customer needs through world-class products and
services in markets served. Accordingly, from its initial offering of rolls, chiffon
slices, and pastries, Goldilocks now offers full meal and merienda choices, catering
services, and is now recognized as the foremost specialist when it comes to
decorated cakes. The cakes, pastries, and well-loved dishes that have become so
associated with Goldilocks (such as its Fluffy Mamon, Cheesy Ensaymada, Chiffon
Cake Slice, Classic Brownies, Chicken Pie, Classic Polvoron, Classic Mocha Roll,
Classic Chocolate Roll, Brazo de Mercedes, dinuguan, fresh lumpia, palabok, and
laing, just to name a few) have since become the gold standard by which all others
are measured.

Thus, for 50 years, the true taste of the Pinoy is still the anchor of their business.
Indeed, Goldilocks encompasses everything that is unique, delicious, and delightful
about the Filipino people.

The two sisters started their business small. Milagros, a professional nurse, supplied
Manila school canteens with chiffon slices, while Clarita baked and decorated cakes
for special occasions in Bicol. A twist of fate brought the sisters back together in
Manila, and they decided to expand their hobby into something more fulfilling.
Together with their sister-in-law Doris, and armed by their love of food, baking, and
cooking, they opened a small bakeshop on Pasong Tamo in 1966. From just 10
employees and two display stands, Goldilocks has grown to 490 stores both here
and abroad with some 5,000 local employees. It was a third sister, Maria Flor, who
named the store based on prosperity and providence: Gold and Luck. From the P574
total sales in 1966, the company has multiplied its earnings thousands of times
over, reaching a system-wide total of almost P10 billion as of last count.

Today, even after fifty years five decades filled with sweet moments and countless
Filipino celebrations Goldilocks continues to build its legacy while staying true to
its foundations. Even as the brand pursues innovation and finds new and
meaningful ways to connect with a whole new generation of customers, total
customer satisfaction still governs every activity.
As a result, Goldilocks is still moving forward, even after half a century of
leadership. Indeed, a Filipino Fairytale was born and developed between 1966 to
2016, and it continues to grow stronger. Happily Ever After.

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