Goldilocks Bakeshop

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

History
On May 15, 1966, Chinese Filipino sisters, Milagros Leelin Yee and Clarita Leelin Go, and their sister-in-law Doris Wilson Leelin, opened the first Goldilocks store on a 70 sqm space on the ground floor of a three-story building along Pasong Tamo Street in Makati and started with only 10 employees.

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' stores across The Philippines.

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

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.

In 2018, SM Investments acquired the 34% stake of Goldilocks Bakeshop, months after its full acquisition deal fell. It later made Goldilocks its subsidiary by acquiring the bakeshop chain's majority stake in 2021. In 2024, Goldilocks announced plans to launch 60 more stores to finish the year with 986 branches.

Branch locations
In 2019, it was reported that there are at least 900 full-service stores in the Philippines, 6 in Thailand, 10 in California and 1 in Nevada, United States, and 2 in Canada.

Brand image
Goldilocks Bakeshop 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.

In 2010, Goldilocks underwent a full re-branding.