Goldilocks Bakeshop

Goldilocks Bakeshop
Private
Founded May 15, 1966 (1966-05-15) in Makati, Philippines
Founders Milagros Leelin Yee
Clarita Leelin Go
Doris Wilson Leelin
Headquarters Mandaluyong, Philippines
Number of locations
 415+ (2015)
Key people
 Richard L. Yee (President)
Products Fast food, Pastry/Cakes
Number of employees
 2,000 (2013[1])
Website www.goldilocks.com

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

A Goldilocks Bakeshop branch at SM City Clark in Angeles City (with old company logo)
Goldilocks Bakeshop in SM City Baliwag

History

On May 15, 1966, Filipino-Chinese 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.[2][3][4]

In 1976, Goldilocks opened its first store in the United States particularly in Los Angeles. In 1991, Goldilocks launched a franchising program which led to the opening of hundreds of Goldilocks' store in Metro Manila.[2][5]

Other stores were later set up in other parts of California such as in San Francisco, San Jose and in Las Vegas, Nevada.[2]

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.[6][7]

Branch locations

In 2015, it was reported that there are at least 400 full-service stores in the Philippines, 12 in California, United States, and 3 in Vancouver, Canada.[2]

Brand image

Goldilocks 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. The naming was suggested by the founders' sister Maria Flor.[1] [2][3]

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

Slogans

References

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