Group 3

Balmaceda, Ma. Rica C.

Borromeo, Rachel T.
Cabañog, Rhealyn B.
Loyola, Carl Louie T.
Onayan, Romel
Ovilla, Rommel
Roxas, Japeth
Toledo, Richard
 Goldilocks Bakeshop is a bakery chain based in the Philippines, which produces and
distributes Philippine cakes and pastries.
 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.
 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. Other stores were later set up in other parts of California such as San
Francisco, San Jose and in Las Vegas, Nevada.
 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.
 In 2015, it was reported that there are at least 400 full-service stores in the Philippines, 12 in
California, United States, and three in Vancouver, British Columbia, Canada.
 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 by the
founders. The naming was suggested by the founders' sister Maria Flor.
 In 2010, Goldilocks underwent a full re-branding.
 II. VISION

Be the leading Filipino Global brand that will fulfill the changing customer
needs through world-class products and services in the markets.

III. MISSION

To foster a culture of a value driven company through: state-of-heart

technology and systems; employee engagement by providing opportunities for
growth in an environment that is conducive for active and innovative thinking;
fair return of our business partners; active involvement in relevant social
responsibility projects.

TARGET MARKET

Children or adult can be the target market of the products offered

by Goldilocks and being a celebration-oriented, cakes and other offering of the
company has a great potential to sell its products.

OPERATING HOURS
Monday to Sunday every 10AM to 9PM
 Red Ribbon
-It has numerous TV, Radio,
and Print Advertisement.
- It launched its own webpage
to cater to the trendy, young
Strengths and highly-educated
customers.
-It invests in brand-building.
-It delayed expansion of other
retail store due to economic
crisis.
Weaknesses
-Expand the market.
-New emerging technologies.
-Emerging new customer.
Opportunities
-Strong competitors
-New cafes and bakeshop.
-Shortage of product.
-Same products to be offered.
Threats
Dunkin Donut
- Strong Niche. - -Pricing Strategy.
-Brand Following.
-Excellent Franchise
Model.
-Smart Marketer.
-Excellent Supply Chain.
-Localized Competition.
- Direct Competition.
-Delayed Expansion.
-Expand the market.
-Target the health
segment.
-Expand the menu.
-Franchising.
-Shelf life.
-Competition.
-Raw Material
Procurement and Cost.
Big Bread Goldilocks
-Procurement Chain.
-Customer Loyalty.
-Strong Branding.
-Incompetent
Customer Service.
-Poor Management.
-Bad Acquisitions.
-Innovation
-Online Market.
-New Products.
-Emerging Markets.
-Bad Economy.
-Volatile Costs.
-Online Presence of
Competitors.
-Changing the taste
preference.
 Application Form
 Prepare the following
 Letter of intent addressed to the Franchise Relations Manager
 Address, location, and vicinity map of proposal (to include site
description, including business establishments within 1 km.
radius)
 Comprehensive resume of the applicant (personal background
information credit references, latest ITR, fixed assets and
liabilities, proof of billing address, list of membership
organizations, 2x2 colored photograph)
 Filled up Goldilocks Franchise application form
 Mail the documents to:
GOLDILOCKS BAKESHOP INC.
Franchise Relations Department
439 Shaw Boulevard
Mandaluyong City 1550
APPLYING FOR:
( ) BAKESHOP
( ) FULL STORE GOLDILOCKS BAKESHOP, INC.
( ) OTHERS FRANCHISE APPLICATION FORM
Personal Information
In order for Goldilocks to commence processing your franchise application, you must complete the
following questionnaire in its entirety and have each investor/partner fill out separate application
 Business Experience
Educational Background
Socio – Civic Affiliation Personal Financial Background
 CERTIFICATION
By signing below, I confirm that all the information given by me in this twelve-page form is
current, true and correct.

I hereby authorize GOLDILOCKS BAKE SHOP INC. to verify and investigate the undersigned
from whatever source deemed appropriate.

I fully understand that falsifying any information contained herein is sufficient ground for rejection
of my application or termination of any contract that may hereafter be executed between GOLDILOCKS
BAKE SHOP INC. and the undersigned franchise applicant.

I understand that the filling of this application does not obligate the applicant to purchase or
GOLDILOCKS BAKE SHOP INC. to grant a franchise

___________________ ________________
Applicant Signature Date

I authorize Goldilocks Bakeshop, Inc. to obtain such information as may be required concerning the
statements contained in this application and agree that the application shall remain Goldilocks Bakeshop,
Inc. property whether or not the franchise is granted. The undersigned certifies that the statements and
information furnished in this Franchise Application are true and complete. It is farther understood that the
Franchise Application is not a contract and this form incurs no obligation in any manner or either party.

___________________ ________________
Signature Date
 AUTHORIZATION

Date: _______________

In connection with my application for a franchisee with Goldilocks Bakeshop, I

hereby authorize Goldilocks Bakeshop, Inc. or its agent, to contact any present or
past employer, school, financial institution, law enforcement agency, reference or
any other person, firm or corporation. I authorize and request any of the firms or
persons contacted to provide all information concerning me and I hereby release
said firms, institutions and their agents and employee from all liability and
responsibility from releasing this information concerning my school work, my work
habits, character or skill, credit history or criminal history Goldilocks Bakeshop, Inc.
agrees to maintain and restrict the use of this information in connection with my
Franchise Application.

I am willing and request that a Photocopy of this Authorization be accepted with

the same authority as the original

Print Name: ________________

Signature: ________________
Dare: ________________
 ATTESTATION OF FINANCIAL DATA

The statement in this application of all my assets and liabilities is made as of

the __________ day of __________ 20_____. I hereby attest the accuracy of
my financial data and authorize Goldilocks Bakeshop, or their authorized
agent(s) to verify any and all data submitted, and to make any additional credit
checks they deem necessary.

I further authorize Goldilocks Bakeshop Inc. or its agents to release to

perspective financial sources such financial and other information concerning
me/us in their files as may be requested.

_____________________
Signature of applicant

_________________
Date
 Support Documents Needed

 NSO Certified birth certificate

 Marriage Contract
 School Certificates / Diplomas
 Employment records ( certification of employment )
 NBI Clearance
 Audited Income Tax Returns / Balance Sheets (for last 3 years)
 If with past legal cases, present court resolution
 Personal references / certifications / testimonials
 Socio-Civic affiliation certification
 Bank Certifications
Bakeshop
 Franchise fee: P800,000 (VAT exclusive)

 Investment Cost: P6 to 8 Million est.

 Store Size Requirements: Minimum of 60

sqm, Maximum of 80 sqm
 Royalty fee: 4% of purchase goods

 Advertising fee: 2 % of total sales

 Investment cost will cover the following:

 Franchise fee

 Lease hold improvements

 Delivery vehicle

 Operating equipment and utensils

 Collateral / surety bond

 Project management fee

 POS – Point of Sales System with

hardware package
 Franchise term: 8 years
Full Store
 Franchise fee: P 1.2 M (VAT exclusive)

 Investment Cost: P10 to 13 Million est.

 Store Size Requirements: Minimum of

150 sqm, Maximum of 200 sqm
 Royalty fee: 8% of total monthly gross
sale
 Advertising fee: 2 % of total sales

 Investment cost will cover the following:

 Franchise fee

 Lease hold improvements

 Delivery vehicle

 Operating equipment and utensils

 Collateral / surety bond

 Project management fee

 POS – Point of Sales System with

hardware package
 Franchise term: 8 years
GOLDILOCKS MALABON CITISQUARE BRANCH