GOLDILOCKS

Catherine John V. Galiza

Mary Rose T. Raboy

Zeth Franchesca I. Tapado

BSMA 1-7
HISTORY

Goldilocks was founded by sisters Milagros Leelin Yee, Clarita Leelin Go and their sister-
in-law, Doris Wilson. Milagros and Clarita were two of the nine children of Pascual Leelin and
Trinidad Tancioco.

During the Second World War, Milagros learned to cook while Clarita became interested
in baking after getting an oven from her parents when she was 10.

“My father taught us to cook and bake. We would wake up early in the morning to cook
for him,” Milagros shared.
Eventually, the sisters started baking delicacies in their Makati apartment serving doctors,
nurses, and patients, and after a while decided to open up their own small bakeshop.

“My sister and I decided to start a business when we began to receive requests for the
cakes.”

A third sister, Maria Flor, suggested that they name the enterprise “Goldilocks,” after the
character in a fairytale. The intention was to make it easier for children and their mothers to
remember the bakeshop’s name, and also because it suggested luck and prosperity for “gold” and
“luck.”

Richard Yee, son of Milagros, is now leading the company to greater heights. And the
fairytale continues 50 years after.

GOLDILOCKS BRAND

The name Goldilocks turned out to be an inspired choice. As the company grew
impressively in the following years, its founders went on a deliberate search to determine who
owned the intellectual property rights of the original fairytale.

It turned out that the well-loved children’s story was already in the public domain.
Accordingly, the name Goldilocks now means much more than a fairytale for the entire generations
of Filipinos, and its story continues to be filled with sweet and cherished moments.
 Of the many factors that have contributed to this enviable standing, it is the company’s
unwavering commitment to total customer satisfaction and quality assurance that have been the
key drivers of Goldilocks’ remarkable success.

Undoubtedly, it is this attention to customer needs that allowed the Goldilocks menu to
expand considerably. From its initial offering of rolls, chiffon slices and pastries, Goldilocks now
offers full meal and merienda choices as well as catering services.

It is now recognized as one the country’s specialists 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.

With each product purchased and consumed, customers do not merely get a delicious slice
of cake or a scrumptious dish. They get a taste of what it truly feels like to be Pinoy, and to be
aligned with timeless Filipino values such as thoughtfulness, care, love for family, and excellence.

As Goldilocks celebrates its 50th year, the company can look back and rightfully claim to
be the favorite bakeshop of Filipinos.

Beyond recognizing its responsibility as an industry leader, Goldilocks embraces the

responsibility it has to its customers. As such, they have made notable efforts to ensure that the
company is well positioned for today’s challenges and tomorrow’s changing world.

Judging by its dynamic rebranding, constant stream of new product offerings, vibrant
presence in social media, and ever-expanding store locations both here and abroad, Goldilocks is
well on its way to strengthening its legacy.

Goldilocks is still marching forward, even after half a century of leadership. Indeed, a
Filipino Fairytale was born and developed between 1966 to 2016, and it continues to weave lives
closer together in a shared vision of Filipino affection and true Pinoy taste.
GROWTH

Goldilocks is now the largest Filipino-owned bakeshop chain in the world, with close to
500 stores – more than 20 of which are in the United States, Canada, and Thailand – and
approximately 5,000 local employees.

Not a lot of people know this, but Goldilocks was actually the first established food chain
to plant the Philippine flag overseas. Its first foreign outlet Goldilocks Artesia in Southeast Los
Angeles was opened in 1976. At present, there are 15 Goldilocks stores in key cities in North
America – 12 in the United States, and 3 in Canada. Not bad for company whose first store was a
70-square meter operation with two display cases, ten employees, and opening day sales of R574.

This sales figure has since been multiplied thousands of times over, reaching a system-
wide total of almost R10 billion as of last count. While it is one thing to endure in a business, it
takes something special to be an industry leader and maintain this position over the span of
decades.

Goldilocks products are also sold in big retail chains like Costco, and are exported to
countries in the UAE and the EU.

To stay on top, the company did not and will never compromise product quality. It has set
very high and strict standards in all its 9 commissaries nationwide, to ensure that in all stages of
production – from raw material sourcing to the finished product, the company stays true and
consistent.

“We also listen to our customers and take their feedback and suggestions seriously. The
best source of customer feedback is our frontliners in Store Operations, and comments are
communicated to the departments that can support it best, whether that would be for the
manufacturing or marketing division,” he adds.

Humility aside, Yee noted that “Goldilocks has been the market leader for as long as I can
remember.”

He also attributed this market leadership position to the brand relationship it has established
with the Filipino consumer.
 Its tagline “You’re The 1” has a double meaning. This means customers are its priority and
remains to be No. 1 in all the products and services they come up with. In turn, customers make
Goldilocks their top of mind choice for cakes, breads, Filipino food, sweets and treats.

“To be No. 1 in someone’s life requires more than top of mind. You are also present in
their hearts,” he adds. “We treat our customers as our guests. I would like to think of Goldilocks
as the Filipinos’ second home, a place where they can have their all-time favorites,” he adds. As
guests in its stores, “We bend over backwards for them to have a pleasant and memorable
experience.”

“Competition is healthy, because it keeps us on our toes, more focused than ever, to deliver
excellence in product quality,” says Yee.

Amidst consumer trends and changing preferences, Goldilocks has sustained its track
record of growth and constant innovation.

“I would say that Goldilocks has become a second home and comfort food to Filipinos. We
all like to try something new in whatever cuisine – be it homegrown or foreign, authentic or fusion.
But I like to believe that one would always go back home, eat your all-time favorite feel-good food
that you know will invoke heartwarming feelings and will make you smile,” says Yee, who was
humbled and at the same time challenged to be given the opportunity to continue running the
family legacy.

MILESTONE

To reach 50 years is a milestone and an achievement for any company.

For Yee and the company, this milestone is meaningful because the Filipino has embraced
its products and made it part of their family’s sweet and delightful moments.

“To see our products being hand-carried on airplanes for our customers’ loved ones
domestically or internationally; to see children celebrating their birthdays with a Goldilocks cake;
to hear of stories of how a simple Goldilocks product has made someone’s day extraordinarily
special – these to me, are priceless,” he adds.
 Yee says Goldilocks makes sure they only give the best value for their customers’ hard-
earned money. This they have achieved through consistent product quality of signature products
all the time in all of its branches. Goldilocks also serves only compelling and relevant new products
for a new generation of customers, for their everyday consumption or special occasion.

The company continues to evolve over the years to keep up with the changing times and to
keep up with the taste of the new generation.

A few years ago, Goldilocks went through an entire 360-degree rebranding, including the
company logo, store design, packaging, and dine-in experience.

“This was based on comprehensive market research to better reflect what appeals to today’s
modern consumer,” says Yee who is partial to Goldilocks’ leche flan and casava cake. More
recently, however, he has grown very fond of its Chocolate Decadent Cake.

Filipinos have always been looking forward to more on-the-go snacks. These carry-on
convenience and handy consumption are strong purchase drivers in today’s fast-paced world. From
its bakeshop, Yee promises new bestsellers in exciting new flavors, on top of its extensive lineup
of existing variants.

“From our Food Shop, expect budget-friendly Pinoy favorites and combo-meals,” says
Yee.

Goldilocks is also updated. It never misses to connect with the “screen-agers” through a
continuous and active presence in new media, including lively participation in Facebook,
Instagram, and Twitter.

BRAND EQUITY

Over the years, Goldilocks has proven to have the unique ability to touch the consumer
both intellectually and emotionally.

“Not only does every Filipino have a favorite Goldilocks product, they have a favorite
Goldilocks story,” says Yee stressing that Goldilocks never wavers on its passion for quality and
innovation even though it has more than 400 products in its list.
 “We make sure to come up with new alternatives to suit the discriminating tastes of
Filipinos everywhere,” he adds. This was made possible with the hands-on management of the
company’s owners for the past 50 years.

“We do things as if we are doing it for someone that we love. We also apply the principle
of TEAM, which means ‘Together Everyone Achieves More’,” he adds.

“If you think of a highly efficient, motivated, and dynamic family, this would be a good
representation of the working environment we have in Goldilocks. We are fortunate to be
supported by a highly competent and well-organized management team, who exemplify the vision,
mission, and values of the company,” he adds.

“I am proud of every achievement that Goldilocks has attained in the past 50 years, because
it validates the hard work of each and every staff member. If there is one accomplishment that
stands out, however, it is the fact that our company has actually entered the Filipino lexicon. Across
generations and class barriers when Filipinos hear the word ‘Goldilocks,’ they definitely think of
more than just the fairytale,” says Yee.