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    Filipino Global Brand

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    Leslene Evio
    Goldilocks began in 1966 in the Philippines as a small bakery opened by three sisters. It was named after the fairy tale character Goldilocks. Over the decades, Goldilocks has expanded both within the Philippines and internationally, with over 600 stores now across several countries in Asia and North America. Goldilocks has become a large Filipino brand, known for its thoughtful service and quality Filipino foods and pastries.

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    Filipino Global Brand

    Uploaded by

    Leslene Evio
    122 views13 pages
    Goldilocks began in 1966 in the Philippines as a small bakery opened by three sisters. It was named after the fairy tale character Goldilocks. Over the decades, Goldilocks has expanded both within the Philippines and internationally, with over 600 stores now across several countries in Asia and North America. Goldilocks has become a large Filipino brand, known for its thoughtful service and quality Filipino foods and pastries.

    Original Description:

    Background of Goldilocks

    Original Title

    Goldilocks

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    Goldilocks began in 1966 in the Philippines as a small bakery opened by three sisters. It was named after the fairy tale character Goldilocks. Over the decades, Goldilocks has expanded both within the Philippines and internationally, with over 600 stores now across several countries in Asia and North America. Goldilocks has become a large Filipino brand, known for its thoughtful service and quality Filipino foods and pastries.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    122 views13 pages

    Filipino Global Brand

    Uploaded by

    Leslene Evio
    Goldilocks began in 1966 in the Philippines as a small bakery opened by three sisters. It was named after the fairy tale character Goldilocks. Over the decades, Goldilocks has expanded both within the Philippines and internationally, with over 600 stores now across several countries in Asia and North America. Goldilocks has become a large Filipino brand, known for its thoughtful service and quality Filipino foods and pastries.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    Filipino Global Brand

    History
    • 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 space on the ground floor of a three-story building along
    Pasong Tamo Street in Makati and started with only 10
    employees.

    • The chain was named after Goldilocks, a character from


    the fairy tale Goldilocks and the Three Bears.

    • 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
    Pasong Tamo Street in Makati
    Vision, Mission & Core Values
    VISION
    Goldilocks symbolizes excellent in product and services that go
    beyond customer expectation world wide.

    MISSION
    Goldilocks, a strong Global food shop and bakeshop brand!

    CORE VALUES
    Thoughtfulness. Care. Love for family. Excellence.
    Evolution over time
    1968 - Goldilocks marches along and
    opens its second branch along Taft
    Avenue, Manila.

    1976 - Goldilocks plants the Philippine


    Flag overseas by opening an outlet in
    Los Angeles, California.

    1984 - Goldilocks continues its


    international expansion by opening in
    Vancouver, Canada.
    Evolution over time
    In 1991, they began accepting franchisees. And
    when the franchising began to grow in the
    Philippines, hundreds of Goldilocks branches
    opened around Metro Manila serving customers
    that also grew in number every day.

    1995 - Goldilocks launches its Cebu commissary


    to better serve the southern market.

    2002 - Beginning in Luzon and extending to the


    Visayas, Goldilocks now reaches Mindanao.
    Evolution over time

    2003 - Goldilocks opens in Baguio City.

    2004 - The USA now has 17 Goldilocks stores across key


    cities.

    2010 - The Company's Asia expansion begins with its first


    store in Bangkok, Thailand. Goldilocks opens its 300th
    store in Quezon City.
    Evolution over time
    Goldilocks is now the largest Filipino-owned bakeshop chain in
    the world. As a true global brand, it has expanded in the
    Philippines and overseas markets.
    From their humble beginning in Pasong Tamo, they now have
    grown to over 600 stores and employ over 2,000 people.
    FASCINATING FACTS
    BRANCH LOCATIONS
    • Philippines 600+
    • California 12
    • US 11
    • Vancouver 3
    • British Columbia 3
    • Canada 3
    • Thailand 6
    • SINGAPORE
    • HONGKONG
    WHY THEY NAMED IT AS
    “GOLDILOCKS”
    • It was suggested by the founder’s
    sister, Maria Flor.
    • As of Maria Flor, she named it
    goldilocks to make the name of the
    chain easier to remember by
    children and their mothers. Which
    came from a fairy tale character
    goldilocks and the three bears.
    • The name also suggests the words
    "gold" and "luck" which was
    viewed to be auspicious by the
    founders
    • Also in 1969 that Goldilocks began its catering
    business, companies like Philippine Airlines,
    Air Manila, Filipinas Orient and Monte de
    Piedad were the first to avail of this service.

    • In 1981 were Pope John Paul II visited


    Philippines for the beautification of saint
    Lorenzo ruiz, Goldilocks foods were served to
    him.
    • Goldilocks became a direct supplier of
    McDonald’s Philippines.
    • 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.

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