Goldilocks Bakeshop

Bakery chain in the Philippines

Goldilocks Bakeshop

Goldilocks Bakeshop in SM City Cabanatuan

Type| Private (1966–2021)
Subsidiary (since 2021)
Founded| May 15, 1966; 57 years ago (1966-05-15) in Makati, Metro Manila, Philippines
Founders| Milagros Leelin Yee
Clarita Leelin Go
Doris Wilson Leelin
Headquarters| Shaw Boulevard,

Mandaluyong, Metro Manila

Philippines

Number of locations

| 418 (2015)

Area served

| Philippines

Key people

| Richard L. Yee (President)
Products| Fast food, bakery

Number of employees

| 2000 (2013[1])
Parent| SM Investments Corporation (74%)[2]
Website| www.goldilocks.com.ph

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

## History[edit]

Food products for sale on display in a Goldilocks outlet

On May 15, 1966, Chinese Filipino sisters, Milagros Leelin Yee and Clarita Leelin Go, and their sister-in-law Doris Wilson Leelin, opened the first Goldilocks store on a 70 m2 (750 sq ft) space on the ground floor of a three-story building along Pasong Tamo Street in Makati and started with only 10 employees.[3][4][5]

In 1976, Goldilocks opened its first store in the United States in Los Angeles. In 1991, Goldilocks launched a franchising program which led to the opening of hundreds of Goldilocks' store in Metro Manila.[3][6]

Other stores were later set up in other parts of California such as San Francisco, San Jose, and in Las Vegas, Nevada.[3]

Pancake House International planned to acquire Goldilocks Bakeshop, but negotiations to acquire the bakeshop chain fell in 2006. Pancake House offered to acquire Goldilocks for ₱2 billion.[7][8]

## Branch locations[edit]

In 2019, it was reported that there are at least 400 full-service stores in the Philippines, 6 in Thailand, 10 in California and 1 in Nevada, United States, and 2 in Canada.[3]

## Brand image[edit]

Goldilocks Bakeshop was named after Goldilocks, a character from the fairy tale Goldilocks and the Three Bears to make the name of the chain easier to remember by children and their mothers. The name also suggests the words "gold" and "luck" which was viewed to be 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[edit]

* List of bakeries

## References[edit]

1. ^ a b c Arcangel, Xianne (August 15, 2013). "CNN cites Goldilocks bakeshop founders among world's 'Trailblazer Female CEOs". GMA News. Retrieved January 12, 2016.
2. ^ "SM Investments to acquire majority stake in Goldilocks". Rappler.
3. ^ a b c d e 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. ^ a b "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.

## External links[edit]

Wikimedia Commons has media related to Goldilocks Bakeshop.

* Official website