About Us

HISTORY

Goldilocks traces its roots to the collaboration and complementary talents of the women, whose collective love for good food fueled what has been transformed into the global enterprise today. In 1966, two sisters Milagros and Clarita, and their sister-in-law, Doris, decided to open a small bakeshop along to the Pasong Tamo Street, Makati. 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. A third sister, Maria Flor, suggested that they name the enterprise “Goldilocks“, after the character in a fairy tale, aiming to make it easier for children and their mothers to remember its name; and because it suggested luck and prosperity.
Over the years, Goldilocks did prosper, but not due to mere luck. The sisters’ dedication, hard work and business sensibilities led to a second branch just two years after the pioneering outlet began operating.
From ten employees and two display stands, Goldilocks has become a global brand, expanding to over a total of 250 stores in the Philippines and overseas; and hiring thousands of local employees. The opening day total sales of P574 back in 1966 has multiplied thousand of times over, reaching a system-wide sales of P5.9 billion by the end of 2007.


THE MARKET

For the most Filipinos, the Goldilocks fairytale has two versions: a golden-haired lass who encounters the three bears, and the bakeshop that has become an integral part of the Filipino way of life.
Now on its 42nd year, Goldilocks remains that company and more. At the forefront of its industry, the company enjoys a substantial lead over competitors in all aspects of performance. National consumer surveys have consistently identified Goldilocks as the landslide winner in customer satisfaction indices such as Awareness Conversion (the ability to translate brand awareness to actual trial) and Share of Heart (the emotional approach to measuring preference).
Indeed according to a 2005 study by AC Nielsen, the world’s leading market research and information firm, Goldilocks enjoys a total product awareness of 100 percent, with seven out of 10 respondents mentioning it first. More impressively, Goldilocks has managed a full conversion of awareness-to-trial, and has done exceedingly well in retaining trial to regular purchase. It enjoys a committed customer base, and continues to attract even more.




BRAND VALUES

The popular book collection “You Know You’re Pinoy If…” lists 92 items that cleverly capture the unique idiosyncrasies, essence, and character of the Filipino way of life. All right up there with “You keep a tabo in your bathroom and “you eat rice for breakfast” is “Goldilocks means more than a fairy tale character to you”, proving just how much Filipinos have accepted Goldilocks as a cultural fact of life. Indeed the Goldilocks brand boils down to simple Filipino values. Thoughtfulness. Care. Love for family. Excellence. With each product purchased and consumed, customer’s don’t merely get a delicious slice of cake or a scrumptious dish, but a taste of something truly Pinoy.
And while it is overwhelmingly evident that Goldilocks has an indelible brand identity in the Philippines, it is also an identity that can be easily communicated and adapted to new markets abroad. As shown by its strong international presence, Goldilocks is a global brand that has successfully provided 100 percent Filipino alternatives to a wide range of desserts, snack foods, and breads, proving that the Filipino can produce high-quality products at par with the best of the rest of the world.


RECENT DEVELOPMENTS

Most Filipinos consider Goldilocks not only a brand, but also a Filipino Institution. In fact its popular tagline, “How thoughtful, how Goldilocks” has evolved over the years into “How thoughtful, how Pinoy (colloquial for ‘Filipino’)”, and later to “Ang sarap magmahal ng Pinoy!”, embracing a culture and tradition that goes beyond the name.
Yet Goldilocks has also decided to reposition itself as a global brand- as a well-loved, homegrown enterprise primed to serve the rest of the world. Following the principle of “thinking global, strategizing regional, and acting local”, it maintains the exact homegrown goodness of its products in overseas markets, but endeavors to acquaint multicultural tastes with its menu items as well. As a result, its hold in the international market continues to strengthen. From one branch in Los Angeles, California in 1976, Goldilocks has expanded to other key cities in the United States such as San Francisco, Las Vegas, Sacramento, and San Diego, for a total of 19 U.S stores. Its first outlet in East Coast will soon open, with others sure to follow. Likewise, the two Goldilocks outlets in Canada will undoubtedly encourage more branches to open due to its remarkable success.
Goldilocks has also tapped markets in several Southeast Asian countries such as Thailand, Singapore, and Hong Kong. Moreover, it has received a considerable number of requests to open in the Middle East, mostly from Overseas Filipino Workers and expatriates.