In reality, however, it is the diligence, dedication, and talent of its founders Milagros Leelin-Yee and Clarita Leelin-Go that has turned the bakeshop into a Strong Global Brand. Nevertheless, the sisters have remained remarkably humble, attributing Goldilocks’ success to “God’s grace and the invaluable contribution of countless men and women.”

Indeed, because of Goldilocks’ leadership position, the founders continuously emphasize the responsibility to be a good example for other entrepreneurs, and to constantly innovate to help drive the entire industry forward.

 

Humble beginnings

SHARING a passion for food, baking, cooking and cake decorating, sisters Milagros and Clarita, together with their sister-in-law, Doris, opened a small bakeshop on Pasong Tamo in May 1966. With the help of their sibling, Maria Flor, their venture was named “Goldilocks” to create a good recall among the children and their mothers.

Goldilocks started its operation with just 10 employees and display stands. Yet the sisters tirelessly pursued the perfection of each of the bakeshop’s products much to the delight of their customers.

With hard work and business sensibilities, it did not take long for Goldilocks to branch out with its second outlet just two years after its opening. Expanding the bakeshop’s quality offerings, Goldilocks also began to change the way Filipinos celebrate. Goldilocks products have become regular foods for birthdays, weddings, baptisms, graduations, anniversaries or just about any gathering.

But more than anything else, it is Goldilocks’ commitment to total customer satisfaction and quality production that made it one of the most successful and trusted Filipino brands.

“Once this mindset is shared by each and every member of the staff, everything else follows. All our innovations, new products and services, and marketing campaigns stem from a genuine passion to serve our customers better,” Milagros says.

Goldilocks became a household name primarily because of the delectable cakes and pastries like the mamon and ensaymada, polvoron and rolls that continue to satisfy the palate and tastebuds of Filipinos everywhere. Eventually it also began serving snacks and meals such as palabok, fresh lumpia, pork barbecue and dinuguan for the foodshop.

Mindful of the need for consistency across stores, the company ensures that each mamon, ensaymada and barbecue in their stores have the exact high quality. For 45 years, they see to it that lola’s favorite Goldilocks cakes still taste the same today when she serves it to her grandchildren.

At the same time, it has adjusted to lifestyle trends. For instance, given the growing awareness for healthier dining, Goldilocks recently introduced the sugar-free “Go Lite” line of cakes and sweets, as well as the zero-transfat, vitamin A-enriched and Omega-fortified bread line called “HealthTinapay.”

“We truly believe that with each Goldilocks product you buy, you are not merely getting a delicious slice of cake or a scrumptious dish. With each product, you get a taste of something truly Pinoy,” stresses Clarita.

 

Continued leadership

THE food industry is a tough and competitive sector as seen by the mushrooming of restaurants and the diversity of their offerings. That all the makes Goldilocks’ success so sweet as it has maintained its leadership position throughout the years.

For 45 years, the Filipino market has seen the bakeshop’s menu evolve impressively. While there are more than 400 products on its menu, the Goldilocks research-and-development team continues to come up with new alternatives to suit the changing tastes of Filipinos everywhere.

What’s more, the company has recently undergone a major rebranding in terms of look and design elements so as to become more attuned to a new generation of customers.

Today, Goldilocks has approximately 360 stores—both here and abroad—and around 4,000 local employees. From its initial total sale of P574 on the first day of its operation back in 1966, profits reached a system-wide total of over P6 billion as of last count.

“Right now we are strengthening our presence in areas outside Metro Manila, specifically Visayas and Mindanao,” Milagros says on their current initiative to maintain Goldilocks’ market leadership.

“At present, there are 24 Goldilocks stores in key cities in North America [22 in the United States and two in Canada], as well as five outlets in Bangkok, Thailand. Considering the success we have had in Thailand, Southeast Asia appears to have enormous potential,” Clarita adds.

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In Photo: Milagros Leelin-Yee and Clarita Leelin-Go.

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