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Goldilocks Bakeshop, Inc.

Once upon a time in 1966, two sisters, Milagros and Clarita and their sister-in-law Doris, decided to open a small bakeshop along Pasong Tamo Street in Makati. A third sister, Maria Flor, suggested that they name the enterprise “Goldilocks“, after the character in a fairy tale. 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.

Little did the founders know that this “Once Upon a Time” would flourish into a real-life “Happily Ever After”: through hard work, dedication, and an uncompromising commitment to total customer satisfaction, Goldilocks is now the largest Filipino-owned bakeshop chain in the world. Being the leading Quick Service Restaurant in the Filipino Food Category as well, the company has expanded to more than 350 stores in the Philippines, with nine manufacturing plants strategically located across the country. Consequently, the opening day total sales of P574 back in 1966 has multiplied thousands of times over, reaching system-wide sales of over P6 billion as of latest financial records.

Perhaps more impressively, generations of Filipinos consider Goldilocks not only as a brand, but a time-honored family tradition. Now approaching its 50th year, Goldilocks continues to strengthen its position as a genuine Filipino Icon. Indeed, with each product you buy, you are not merely getting a delicious slice of cake or a scrumptious dish – you get a taste of something truly Pinoy.

And while it is clear that Goldilocks has transcendent brand value in the Philippines, this same value is easily communicated and adapted to new markets abroad. As shown by its strong international presence, Goldilocks continues to provide its customers with a wide array of baked goodies and home-cooked. At present, there are 24 Goldilocks stores in key cities in North America (22 in the United States and 2 in Canada), as well as five outlets in Bangkok, Thailand.

All things considered, what is truly exceptional about Goldilocks is that it is much more than the sum of its parts. Beyond its iconic status and unrivalled products, the company is faithfully built upon a solid foundation of values and principles. This is unified by one simple, over-arching vision: Goldilocks will be the leading Filipino global brand that will fulfill the changing customer needs through world class products and services in markets served.

This vision is tightly and deliberately linked to the business and financial goals of Goldilocks. It inspires the company’s strategic choices, leads to bigger and better innovation, drives brilliant execution, and ultimately, sustains the Goldilocks legacy for future generations