On May 15, 1966 the sisters Milagros and Clarita opened a small bakeshop on a 70 sq m space on the ground floor of a 3-storied building on Pasong Tamo, it had 2 display cases and 10 employees to bake, cook, and pack several products. 1st Day sales amounted to only ₱574.00 (or just over $10 in today’s economy).
Their continued success promoted the decision to open as a coffee shop (a novel concept then) one year later. On 4 tables and and a handful of chairs. Goldilocks customers were served “short orders” of sotanghon and pancit palabok, arroz caldo, fresh lumpia, ham sandwich, and halo-halo. 2 years later, a 2nd store was opened in Mandaluyong and on the same year, the first commissary was set up beside the 3rd branch.
It was 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. This eventually led to numerous catering opportunities for Malacañang functions that included the 1981 visit of Pope John Paul II for the beatification of Saint Lorenzo Ruiz. In the 1970s the first Goldilocks store in the U.S. opened in Artesia, CA. The store was a great success in bringing the Filipinos’ favorite goodies to the community that more stores quickly opened in the Bay Area, San Diego, and Nevada.
Do it as if you were doing it for someone you loved
– Milagros
The 80’s began with Goldilocks ready to take on industrial requirements. Shortly after, Goldilocks became a direct supplier to topnotch food conglomerates like McDonalds Philippines. Bread buns, puff pastries, muffins, french bread, and sandwich breads were developed to fulfill the demands of a growing clientele. Goldilocks reached other milestones when in 1984, they opened their 2nd branch in Vancouver, Canada in 1986, they established their first mall branch at SM City North Edsa.
Always be thankful for your blessings.
– Clarita
Following the success of this branch, the company opened stores in various locations within Metro Manila. Today, it’s hard to imagine a major mall without a Goldilocks Store. The succeeding decade was distinctly eventful for Goldilocks President and now Chairman, Mr. Freddie Go Sr. began in 1993, opening the doors for Filipino entrepreneurs to share in the growth of the brand. In 1995, the Cebu commissary was established to serve the Southern Region. Its 100th store was opened in 1999. Within the first 10 years of the new millenium, Goldilocks had several noteworthy achievements in terms of national and global expansion. The Goldilocks store in Davao kicked off its Mindanao operations in 2002. Two years later, a 17th US outlet opened in Las Vegas, Nevada. During the company’s 40th year anniversary in 2006, Goldilocks marked the year by opening its 200th store in the Philippines.
In 2015, Goldilocks opened new stores in the Los Angeles Area. In March 2016, another store located in Carson, CA started serving the Filipino and growing mainstream followers of the Filipino cuisine. Year 2017, Goldilocks opened its doors to the Daly City residents when it opened its new South San Francisco location.. This store caters to the highly popular city for Filipinos which is the largest city in the San Mateo County.
After more than five decades of being part of Pinoy culture, Goldilocks again modernizes its look and enhances its brand identity – ensuring that the country’s number one bakeshop remains fresh and relevant for generations to come. In 2016, to commemorate its 50 Golden years, Goldilocks stores have opened in Asia and North America. Now with more than 600 stores in the Philippines, Bangkok, Thailand, Canada, and the U.S. comprising of outlets in Northern and Southern California and Las Vegas, Nevada.
Now that’s the sweet smell of success!