“THE IMPACT OF

GOLDILOCKS TO
OTHER LOCAL
BAKESHOPS IN JAGNA,
BOHOL”

Daguplo, Alexis B.
Mahumot, Shaira Mae A.
Nuque, Christine Angela P.
11 ABM – A

CHAPTER 1
 INTRODUCTION

THEORITICAL BACKGROUND

Goldilocks was named after Goldilocks, a character from the fairytale 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 word ‘gold’ and ‘luck’ which was viewed to be auspicious by the

founders.

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 70sq.m. on the

ground floor of a three-storey building along Pasong Tamo street in Makati and started only with

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 store in Metro Manila.

Lourdes Lopez, owner of the Goldilocks (Jagna Branch) opened the first Goldilocks store

here in Jagna, Bohol on February 28, 2018. Mr. Rey Datahan is the Manager of the branch.

STATEMENT OF THE PROBLEM

The main objective of this study is to know the positive as well as the negative effects of

Goldilocks’ entry to other local bakeshops in Jagna.

Specifically, this study aims to answer the following questions:

● What are the good and bad effects of Goldilocks’ entry to other local bakeshops in

Jagna?

● Why is Goldilocks patronized by most people in Jagna?

● What are the challenges now face by the local bakeshops?

RATIONALE

Bakeshop is an establishment that produces and sell flour-based food baked in an oven

such as bread, cookies, cakes, pastries and pies. Goldilocks is a bakeshop chain based in the

Philippines which provides and distributes Philippine cakes and pastries. Goldilocks is a well-

known bakeshop who has a colorful, attractive and delicious products that mostly Filipinos are

fond of. As the bakeshop chain arises in Jagna, the researchers will be conducting a study about

its impact to other local bakeshops in the town. Jagna has been blessed with many various

bakeshops. Serving every Jagnaanons a variety of tastes and flavors of pastries and bread. Ever

since Goldilocks built its establishment at Looc, Jagna, Bohol, some bakeshops or panaderias

have been affected and lose a handful of its customers. We picked this certain topic to discuss

Goldilocks’ advantage against our local bakeshops in Jagna. Thus, in looking more into it, we

can gain more knowledge in how we can improve our local bakeshops here in Jagna. And is

worth doing and may bring on a significant contribution to every customers or even the

researchers.
SIGNIFICANCE OF THE STUDY

Essentially, this section, significance of the study will provide informations to the readers

how the study will contribute. It states what the study will contribute and who will benefit from

it. This study would be beneficial to other bakeshop businesses, the customers, owners and the

researchers.

This study will be beneficial to the following:

Bakeshop Businesses- with proper consideration and application of the researched Goldilocks’

impact, strategies and challenges may influence other businesses.

Customers- to know the differences and strategies used by every bakeshop businesses in

maintaining good quality products.

Researchers- this study will give them knowledge and satisfy their curiosities about the research

study which may be applied for future purposes as ABM students.

Owner- to sustain quality products and services even with competitors.

CHAPTER 2

REVIEW OF RELATED LITERATURE

 From its humble beginnings as a small bakeshop in Makati, Goldilocks has grown to

become the largest Filipino-owned bakeshop in the world. Its competitors may have come and

gone but Goldilocks bakeshop managed to thrive throughout its nearly five decades of existence.

It is the one of the biggest, if not the biggest and most popular Filipino owned bakeshop cum

restaurant chain all over the Philippines, United States and Canada. Its variety of delicious

products reaches the overseas Filipino workers and immigrants not only in the United States, but

also in the Middle East and other Asian countries. Millions of Filipinos know and have tasted a

goldilocks product.

Goldilocks Bakeshop, Inc. offers desserts, snack foods, breads, dark chocolate, chips

muffins, chocolate sweet fusions, chocolate caramel products, sweets, salads, pastries and pies,

cookies, cakes, soupinoy, noodles and pasta, sarapinoy meals, and thirst quenchers. The

company also provides pork, beef, chicken, seafood and vegetable menu. Goldilocks has been a

staple store at almost every Filipino family from fluffy choco slices to their delectable BBQ

sticks, Goldilocks has effortlessly mastered the taste of the common Pinoy. From small

gatherings to Balikbayan boxes, Goldilocks has filled every corner and every tummy of every

Filipino. It is no surprise that the brand continues to be a part of every Filipino occasion, most

especially weddings.

Not a lot of people know this, but Goldilocks was actually the first established food chain

to plant the Philippine Flag overseas. Its first foreign outlet Goldilocks Artesia in Southeast Los

Angeles opened in 1976. According to article, the much-loved family bakeshop has expanded to

offer food choices and in 2010 underwent a full rebranding in an effort to keep up with other

competitors.
 Goldilocks traces its roots to the collaboration and complementary talents of the women

whose collective love for good food fueled what has been transformed into the global enterprise

today.

Through hard work, dedication, and an uncompromising commitment to total customer

satisfaction, Goldilocks is now the largest Filipino-owned bakeshop chain in the world. As a true

global brand, it has expanded to more than 420 stores in the Philippines and overseas markets,

and now employs a workforce of over 2,000 people. Likewise, the opening day total sales of

P574 back in 1966 has multiplied thousands of time over.

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 costumers in the Philippines and abroad’ said by Eloisa, L. Goldilocks corporate

communications manager. Part of the Goldilocks vision is to have a Goldilocks store or have

their products accessible to every Filipino wherever they go. This is why they are exhausting all

channels to make sure that Filipinos will enjoy their favorite Goldilocks treats wherever they

maybe.

Perhaps more impressively, generation of Filipinos consider Goldilocks not only as a

brand, but a time-honored family tradition. Now celebrating its 47th year, Goldilocks continues to

strengthen its position as a genuine Filipino icon.

 METHODOLOGY

Research Design

Since this research study will distinguish the impact given by the Goldilocks to other

local bakeshops in Jagna. The researchers will use the case study method. This research tries to

identify the possible cases about the impact given by Goldilocks towards the local bakeshop

business in Jagna, Bohol.

Research Environment

The researchers will conduct a study at Central Jagna, classified as a 4 th class

municipality of Bohol. Municipality of Jagna is consisted of many bakeshops that sells and

produces cakes and other baked products either home-based or even located in the public market.

The researchers decided Central Jagna as the research environment for convenience.

Research Participants
 The participants in this study involves the chosen local bakeshops in Central Jagna,

Bohol. Specifically, they are Sticky Buns, Cuarteros Bakeshop, JF Bakeshop (formerly the

Sopias Bakeshop).

The researchers will conduct the study with the owners of these three (3) chosen

bakeshops or the representative/s of the said bakeshops.

Research Instruments

A survey questionnaire were made by the researchers will be part of the research

instruments in the study. These survey questionnaire will be given to the owner/representative of

the chosen bakeshops.

Also, the researchers will propose an interview to the owner/representative.

Data Gathering Procedure

Before making an interview, the researchers will ask permission first to the management.

If they allow the researchers to get some informations, researchers will prepare questions raised

that will answered by them. After preparing, the researchers will explain the nature and purpose

of the data gathering.