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Goldilocks Bakeshop

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Goldilocks Bakeshop
TypePrivate (1966–2021)
Subsidiary (since 2021)
FoundedMay 15, 1966; 60 years ago (1966-05-15) in Makati, Metro Manila, Philippines
FoundersMilagros Leelin Yee
Clarita Leelin Go
Doris Wilson Leelin
HeadquartersShaw Boulevard,
Mandaluyong, Metro Manila
,
Philippines
Number of locations
418 (2015)
Area served
Philippines
Key peopleRichard L. Yee (President)
ProductsFast food, bakery
Number of employees
2000 (2013[1])
ParentSM Investments Corporation (74%)[2]
Websitewww.goldilocks.com.ph Edit this at Wikidata

Goldilocks Bakeshop is a bakery chain based in the Philippines, which produces and distributes Philippine cakes and pastries.

History

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On May 15, 1966, Chinese-Filipino sisters, Milagros Leelin Yee and Clarita Leelin Go, with their sister-in-law Doris Wilson Leelin, opened the first Goldilocks store. It occupied a 70-square-meter (750 sq ft) space on the ground floor of a three-storey building along Pasong Tamo Street in Makati, and they started with only ten employees.[3][4][5]

In 1976, Goldilocks opened its first store in the United States in Los Angeles. It spread its overseas footprint in other parts of California such as San Francisco, San Jose, and in Las Vegas, Nevada.[3]

In 1991, Goldilocks launched a franchising program which led to the opening of hundreds of Goldilocks' branches across the Philippines.[3][6]

Pancake House International planned to acquire Goldilocks Bakeshop, but negotiations ended in 2006. Pancake House had offered to acquire Goldilocks for ₱2 billion.[7][8]

In 2018, SM Investments acquired a 34% stake in Goldilocks Bakeshop, months after its full acquisition deal fell through. It later made Goldilocks a subsidiary by acquiring the chain's majority stake in 2021.[2] In 2024, Goldilocks announced plans to launch 60 more stores to finish the year with 986 branches.[9]

Branch locations

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Filipino and foreign pastries on display at a Goldilocks outlet

In 2019, it was reported that there are at least 900 full-service stores in the Philippines,[9] 6 in Thailand, 10 in California and 1 in Nevada, United States, and 2 in Canada.[3]

Brand image

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A Goldilocks Bakeshop storefront, featuring the older logotype and mascot, 2009

The chain’s name comes from the 19th-century British fairy tale Goldilocks and the Three Bears. It was chosen for its easier name recall by children and their mothers, while also suggesting the words "gold" and "luck" – considered auspicious by the founders. The naming was suggested by the founders' sister, Maria Flor.[1][3][4]

In 2010, Goldilocks underwent a full re-branding.[1]

See also

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References

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  1. 1 2 3 Arcangel, Xianne (August 15, 2013). "CNN cites Goldilocks bakeshop founders among world's 'Trailblazer Female CEOs". GMA News. Retrieved January 12, 2016.
  2. 1 2 "SM Investments to acquire majority stake in Goldilocks". Rappler. August 4, 2021.
  3. 1 2 3 4 5 Escobar, Allyson (January 28, 2015). "Goldilocks: From family fairy tale to global phenomenon". MDWK Magazine: 2. Archived from the original on February 6, 2015. Retrieved January 12, 2016.
  4. 1 2 "Goldilocks Bakeshop, Inc". PANA.COM.PH. Retrieved January 12, 2016.
  5. ↑ Aspiras, Reggie (March 6, 2014). "The Goldilocks story–from childhood bakery to baking institution". Philippine Daily Inquirer. Retrieved January 12, 2016.
  6. ↑ "Franchising a fairtytale". Philippine Daily Inquirer. April 7, 2006. Retrieved January 12, 2016.
  7. ↑ Lacson, Elizabeth (July 30, 2007). "Pancake House to buy bakeshop, Spanish resto". Philippine Daily Inquirer. Retrieved January 12, 2016.
  8. ↑ Cuevas-Miel, Likha (February 12, 2008). "Pancake House buys Le Coeur de France". The Manila Times. Retrieved January 12, 2016.
  9. 1 2 Camus, Miguel (February 21, 2024). "Goldilocks nears 1,000th store mark". Philippine Daily Inquirer. Retrieved February 22, 2024.
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