From Goldilocks to a Social Enterprise: What’s Next for Pinky Yee?

Having experienced the many facets of a business—from running Goldilocks to managing a franchise and starting her own social enterprise—Pinky Yee shares her learnings throughout her career journey.

The name Pinky Yee is synonymous with the Goldilocks brand, as she has been a monumental force in its growth. By pioneering a brand identity transformation and paving the way for its growth, Goldilocks Bakeshop Inc. had over 420 stores in the Philippines, a workforce of over 2,000 people, and multiple branches in the United States and Canada under her leadership. What's more, it remains as the country's number-one bakeshop ever since!

After her 26-year career with the well-loved bakeshop, Yee embarked on another chapter, this time as the President of Domino's Pizza Philippines—a franchise brought in by Goldilocks—from 2015 to 2019 before transferring back to Goldilocks. Eventually, she took on an early retirement at the height of the pandemic. But did this mean the end of her illustrious career?

Not for this business maverick. While Yee did close the doors to her corporate career, the hustling didn't end just yet. Now with a renewed sense of purpose and a road full of endless possibilities, she shifted her gears towards social entrepreneurship as she opened her very own business—Pure Essentials Specialist Corp.

From running a family business to managing a franchise, and now, setting up her very own business, Yee has stepped out from the shadows and has, in her words, found her place in the sun. This is her story.

Learnings from Running a Family Business

Fueled by a collaboration among women and a collective love for good food, Goldilocks was established by two sisters, Milagros and Clarita, and their sister-in-law Doris in 1966. As a small bakeshop along Pasong Tamo Street in Makati, its opening day total sales started out at a mere PHP 574. But since then, it has multiplied thousands of times over.