Named after a character from the fairy tale Goldilocks and the Three Bears, Goldilocks

Bakeshop grew from a small bakeshop in a one-door apartment of a two-story structure

on Pasong Tamo Street, Makati City to one of the biggest bakeshop chain in the
Philippines. From a shop that had to cramp 2 display cases and 10 employees to bake,
cook, and pack several products, Goldilocks is now a household name in 600 branches
and outlets throughout the country. With success comparable to another Philippine
brand, Jollibee, Goldilocks too have brought the Pinoy dining experience abroad. To
date, Goldilocks has 18 stores in the United States, two in Canada, and one each in
other Asian locations such as Thailand, Singapore, and Hong Kong, all of which are
frequented by Filipinos and local people alike. There are plans for more branches on the
East Coast of the United States as well as in the Middle East where many Overseas
Filipino Workers reside
A remarkable tale of foresight, focus and love for great food. Two young women, sisters
Milagros Leelin Yee and Clarita Leelin Go, now affectionately known by everyone else
in the business as "The Two Moms", started the original Filipino Goldilocks, buoyed by
the compliments they received on their home baking, particularly the fabulous cakes
they took to their friends and relatives on every occasion.
Along with their sister-in-law, Doris, started this team long before there was a bakeshop.
The sisters have already been dabbling in the business for some time ---Milagros, by
supplying chiffon slices to a number of Manila’s canteens, and Clarita, by baking and
decorating cakes during special occasions in Bicol --- when they decided to take their
hobby one step further. They began in the family kitchen, with their family as their first
"customer."
And when they decided to open a full-fledged bakeshop, another sister suggested the
name Goldilocks. The fairy tale character, they agreed, seemed to suggest luck. On the
first day of operation, all Goldilocks products were sold out. It had a little to do with luck,
of course, Goldilocks' brazo de mercedes, sansrival, marble and butter slices, among
other bestseller goodies, were sold just as fast they could bake it.
Their continued success promoted the decision to open as a coffee shop (a novel
concept then) one year later. On 4 tables and and a handful of chairs. Goldilocks
customers were served “short orders” of sotanghon and pancit palabok, arroz caldo,
fresh lumpia, ham sandwich, and halo-halo. 2 years later, a 2nd store was opened in
Mandaluyong and on the same year, the first commissary was set up beside the 3rd
branch.
It was also in 1969 that Goldilocks began its catering business, companies like
Philippine Airlines, Air Manila, Filipinas Orient and Monte de Piedad were the first to
avail of this service. This eventually led to numerous catering opportunities for
Malacañang functions that included the 1981 visit of Pope John Paul II for the
beatification of Saint Lorenzo Ruiz. In the 1970s the first Goldilocks store in the U.S.
opened in Artesia, CA. The store was a great success in bringing the Filipinos’ favorite
goodies to the community that more stores quickly opened in the Bay Area, San Diego,
and Nevada.
The 80’s began with Goldilocks ready to take on industrial requirements. Shortly after,
Goldilocks became a direct supplier to topnotch food conglomerates like McDonalds
Philippines. Bread buns, puff pastries, muffins, french bread, and sandwich breads were
developed to fulfill the demands of a growing clientele. Goldilocks reached other
milestones when in 1984, they opened their second branch in Vancouver, Canada in
1986, they established their first mall branch at SM City North Edsa.
Following the success of this branch, the company opened stores in various locations
within Metro Manila. Today, it’s hard to imagine a major mall without a Goldilocks Store.
The succeeding decade was distinctly eventful for Goldilocks President and now
Chairman, Mr. Freddie Go Sr. began in 1993, opening the doors for Filipino
entrepreneurs to share in the growth of the brand. In 1995, the Cebu commissary was
established to serve the Southern Region. Its 100th store was opened in 1999. Within
the first 10 years of the new millenium, Goldilocks had several noteworthy
achievements in terms of national and global expansion. The Goldilocks store in Davao
kicked off its Mindanao operations in 2002. Two years later, a 17th US outlet opened in
Las Vegas, Nevada. During the company’s 40th year anniversary in 2006, Goldilocks
marked the year by opening its 200th store in the Philippines.
In 2015, Goldilocks opened new stores in the Los Angeles Area. In March 2016,
another store located in Carson, CA started serving the Filipino and growing
mainstream followers of the Filipino cuisine. Year 2017, Goldilocks opened its doors to
the Daly City residents when it opened its new South San Francisco location. This store
caters to the highly popular city for Filipinos which is the largest city in the San Mateo
County.
After more than five decades of being part of Pinoy culture, Goldilocks again
modernizes its look and enhances its brand identity – ensuring that the country’s
number one bakeshop remains fresh and relevant for generations to come. In 2016, to
commemorate its 50 Golden years, Goldilocks stores have opened in Asia and North
America. Now with more than 600 stores in the Philippines, Bangkok, Thailand,
Canada, and the U.S. comprising of outlets in Northern and Southern California and Las
Vegas, Nevada. Since Goldilocks opened in Las Vegas, Nevada and San Diego,
California in 2005 and 2006 respectively, they have become popular destinations for
Filipinos craving for a taste of home.
    
The Bakeshop's main products include cakes, breads, sweets, and pastries. Some
branches incorporate a Foodshop, offering Philippine cuisine, including beef, chicken,
pork, seafood and vegetable dishes as well as their Thirst Quenchers, such as halo-
halo, gulaman, fruit salad and sago    
    
Innovation Anchored on Strong Heritage
As the Filipino people continue to move forward amidst an ever-changing world, a new
look is a great way to reinvent and innovate oneself. However, changing too drastically
may lead to losing what made one unique in the first place. That is why a perfect
balance is necessary.
Along with this revolution of change, one of the Philippines’ most beloved bakeshops,
Goldilocks, aims to further serve the cravings and needs of their customers. While
simultaneously improving their brand with the launch of their first casual dine-in store.
This brand-new concept, which is located at the 3rd level of SM Megabridge, SM
Megamall, Mandaluyong, was conceptualized by Goldilocks as a way for customers to
experience the bakeshop’s delectable cakes and pastries as well as their signature
Filipino dishes! The casual dine-in store also offers improved Goldilocks signature
dishes and new equally exciting meals, desserts, and drinks on its menu. The new
concept store also intends to highlight its comfortable atmosphere to its customers with
its upgraded design and overhauled in-store services. “The Goldilocks Casual Dine-in
store marks a significant steppingstone in the history of the company,” said Genaline
Austero, Goldilocks’ Vice President for Marketing.
“We take pride in our strong heritage that has enabled us to serve our loving customers
for the past 54 years. The opening of this new dine-in store aims to not only give thanks
to our current customers but to welcome new members into the Goldilocks family,” she
added. “The opening of this store is only the beginning, In the future, we fully intend to
make these specially crafted dishes available at all our restaurants nationwide! That
together, we can usher in a new era as we aim to revamp the Goldilocks name while
still maintaining our family-centered values.”
Bold Moves Even in Uncertain Times
As businesses across America are forced to shut down due to the economic impact of
the COVID-19 pandemic, Goldilocks Filipino Bakeshop and Restaurant opens its
newest North America branch at the Harvey Milk Terminal 1 of San Francisco
International Airport.
SFO is open and providing services to travelers and partner airlines. Freddie Go Jr. of
Goldilocks Bakeshop Inc. shared that travelers are looking for hot food in the airport and
they are there to provide that. Go added that “the SFO branch is the first Filipino
restaurant to be featured in all U.S. airports. Goldilocks is fortunate to be in a high-
profile location where we can be accessible to travelers flying to and from various
places around the world.”
New measures are in place to maintain safety and protect the health of passengers and
employees. The management assures the public that Goldilocks is prepared to observe
all protocols such as wearing face coverings or masks and physical distancing, while
serving up all-time favorite Filipino cuisine and baked goods.
In an interview last year at the grand opening of Harvey Milk Terminal with TFC’s BA
news, SFO Public Information Officer Doug Yakel said that “We want to be able to
represent everything that’s great about the San Francisco Bay Area, so being able to
have a well-known brand like Goldilocks here in this terminal gives so many more
travelers the opportunity to experience who maybe haven’t before [sic].”
For a business that has been part of the San Francisco community since 1966, Go
shares that “serving the people who live in, visit, and travel through SFO, is not simply a
business opportunity for us, it’s an opportunity to show people a piece of our home and
what the people of San Francisco — and the Filipino culture — are about.”
Goldilocks is a reflection of Filipino values such as thoughtfulness, caring, love for
family, and pursuit of excellence. Every slice of cake or a spoonful of our scrumptious
dish is a foretaste of something truly Filipino yet appetizing for all. At Goldilocks, every
day is a happy and memorable celebration.
Riding on the Back of a Giant
While the continuing Covid19 pandemic continue to spook the future of businesses,
Goldilocks Bakeshop’s access to financial backing for operations, Research and
Development, and expansion was given a boost by a recent development: SM
Investments Corporation announced last August 5, 2021that it will be adding Goldilocks
its roster.
In a letter to the local bourse, SMIC confirmed the approval of its acquisition of majority
of the bakeshop chain’s common shares. “This acquisition will increase SMIC’s current
shareholding in Goldilocks to approximately 74% of the outstanding voting capital stock,
making Goldilocks a subsidiary of SMIC,” said the listed firm. Prior to the
announcement, SMIC only owned 34% of Goldilocks stocks