Goldilocks Bakeshop

Goldilocks Bakeshop is a bakery chain based in the Philippines, which produces and distributes Philippine cakes and pastries.

Goldilocks Bakeshop
FoundedMay 15, 1966; 56 years ago (1966-05-15) in Makati, Philippines
FoundersMilagros Leelin Yee
Clarita Leelin Go
Doris Wilson Leelin
HeadquartersMandaluyong, Philippines
Number of locations
415+ (2015)
Key people
Richard L. Yee (President)
ProductsFast food, bakery
Number of employees
2,000 (2013[1])
ParentSM Investments Corporation (74%)[2]


Food products for sale on display in a Goldilocks outlet.

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.[3][4][5]

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.[3][6]

Other stores were later set up in other parts of California such as San Francisco, San Jose and in Las Vegas, Nevada.[3]

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.[7][8]

Branch locationsEdit

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.[3]

Brand imageEdit

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.[1][3][4]

In 2010, Goldilocks underwent a full re-branding.[1]

See alsoEdit


  1. ^ a b c Arcangel, Xianne (15 August 2013). "CNN cites Goldilocks bakeshop founders among world's 'Trailblazer Female CEOs". GMA News. Retrieved 12 January 2016.
  2. ^ "SM Investments to acquire majority stake in Goldilocks". Rappler.
  3. ^ a b c d e Escobar, Allyson (January 28, 2015). "Goldilocks: From family fairy tale to global phenomenon". MDWK Magazine: 2. Retrieved 12 January 2016.
  4. ^ a b "Goldilocks Bakeshop, Inc". PANA.COM.PH. Retrieved 12 January 2016.
  5. ^ Aspiras, Reggie (6 March 2014). "The Goldilocks story–from childhood bakery to baking institution". Philippine Daily Inquirer. Retrieved 12 January 2016.
  6. ^ "Franchising a fairtytale". Philippine Daily Inquirer. 7 April 2006. Retrieved 12 January 2016.
  7. ^ Lacson, Elizabeth (30 July 2007). "Pancake House to buy bakeshop, Spanish resto". Philippine Daily Inquirer. Retrieved 12 January 2016.
  8. ^ Cuevas-Miel, Likha (12 February 2008). "Pancake House buys Le Coeur de France". The Manila Times. Retrieved 12 January 2016.

External linksEdit