Filipino bakeshop chain boosts presence abroad

CEBU, Philippines — Filipino bakeshop chain Goldilocks strengthens overseas penetration by bringing a taste of the Philippines to Pinoys working and residing abroad.

“Goldilocks’ vision is to become a leading Filipino global brand, this drives us to find different ways to make our products accessible to customers in the Philippines and abroad,” said Eloisa Marie Lacap, Goldilocks Corporate Communications manager.

Although, Goldilocks started its overseas venture in 1976 with its entry into the United States, followed by North America, Europe, Middle East and Asia, Lacap said the company is looking at making its presence felt in more countries, as Filipinos are literally “everywhere.”

“We have been expanding our reach by exporting our products or opening stores in places where there are Filipinos, and high demand for our products,” he added.

Established in 1966, Goldilocks has become an established brand for celebration cakes, pastries, and specialty bread products for most Pinoys.

Known as the center piece of every Filipino’s celebration, Lacap said the brand is working hard to sustain its lead in among Filipino consumers here and abroad.

“In order to keep Goldilocks’ leadership position, it focuses on becoming synonymous with an outstanding customer experience.  Our aim to bring delight to all our customers by providing high quality products that give the best value for their money,” she added.

In its home-ground, Goldilocks is introducing a series of promotional campaigns throughout the year that aims to build brand affinity and brand of love.

“We encourage customers to follow our official social media accounts - GoldilocksPH - on Facebook, Instagram and Twitter to keep them updated on the latest contests and promos,” Lacap added.

There are now a total of 650 Goldilocks stores in the Philippines.

“It is part of our vision to have a Goldilocks store or have our products accessible to every Filipino wherever they go. This is why we are exhausting all channels to make sure that Filipinos will enjoy their favorite Goldilocks treats wherever they may be,” said Lacap.

Goldilocks started in 1966 when Filipino-Chinese sisters Milagros Leelin Yee and Clarita Leelin Go and their sister in law Doris Wilson Leelin opened the company’s first store along Pasong Tamo in Makati.