Mendrei Leelin (center) with wife Cecile(left) and Consul General Hellen Barber de la Vega during the grand opening of Leelin Bakery & Cafe in Eagle Rock. Rico Dizon Photo
By Rico Dizon
Exit Goldilocks. Enter Leelin Bakery & Café.
Such a bold move in business management – all because of a new marketing thrust that is aimed at meeting head-on the significant shift in the store’s customer demographics.
“The changing habits and needs of our growing number of consumers made us rethink the future,” revealed Mendrei Leelin, President of Leelin Enterprises, who is principally behind the six store chain operations in Southern California since it was handed down to him by his father Manuel Leelin almost 38 years today.
“It is a difficult decision borne out after one and a half years of painstaking evaluations, analysis and planning,” he added. “Now, we have the blessings of my father’s younger sisters running the main office in San Francisco after we sat down with them, discussed our plan in the region and reached an amicable agreement.”
The Leelin family has been residents of Cerritos for the past four decades.
The total concept of the new Leelin Bakery & Café comprises place renovations, enhancement in table and food presentations, and several new product developments—all geared towards drawing the mainstream consumers as well as maintaining the core customers of the store.
The store ambiance will proudly depict the rich historical and cultural heritage of the Philippines, the owners ‘country of origin. Even in their coffee, the owners are introducing indigenous Arabica that is grown in the Cordilleras and Liberica cultivated by the Mangyans of Mindoro.
The store branch in Eagle Rock recently held its grand opening with Philippine Consul General Hellen-Barbers De La Vega as special guest. The other stores will follow suit with the one in Cerritos scheduled on April 8. Leelin Bakery & Café is also present in Panorama City, West Covina, Vermont in LA and North Hills.
The marketing of Leelin Bakery & Café will be launched via media mix in print, television and social media. Just in TV alone, we have lined up for TFC,ANC and Lifestyle a total of 191 exposures every month plus occasional segments buys that lasts three minutes per showing. They just cut their new and catchy jingle sung by Lani Misalucha, the much-acclaimed Filipino-American diva based in Las Vegas. Soon to be implemented is the store ad campaign directed at the mainstream consumers that goes, “For a Taste of the Philippines, Come & Visit Leelin.” For its traditional Filipino ad comes a fresh tagline that is inherent of Filipino hospitality, “Kumain kana ba?” ( Care for Something to eat?) “Eventually, we are look forward to seeing lines in our stores,” mused Mendrei.
Back to the reasons behind the huge transformation after almost 8 years in the business.
“If nobody is stepping up, who will?” stressed Michael Leelin, the company’s CFO and son of Mendrei. “Every time me and my peers enter the old restaurant, we feel intimidated, we feel lost among the many first and second generations of Filipino customers.” “We cannot connect with the food and the surrounding. I think what is lacking is distinct food presentation plus a complimenting ambiance. “Filipinos are among the biggest eaters in various multi-national restaurants. “Yet our Asian neighbors and including Americans seldom patronize Filipino restaurants.”
The big void noted in their customer demographics prompted the owners to implement a brand overhaul and follow the path toward food service and dining that is sensitive to the individual needs of its customers. Asked how their core customers who are mostly the baby boomers react to the change, Menard Leelin, Mendrei’s younger brother who manages the manufacturing and production side of the company, volunteered his own observation – “they are momentarily in the grieving stage but pretty soon they will get over with it and moved on with life as usual.”
The Leelin company is also involved in wholesale supplying not only popular Filipino supermarkets but including well-known mainstream retailers such as Ralphs and Albertson’s among others with product lines under private labels. In charge of these operations is Mendrei’s younger sister Carmela Leelin, Vice President for Product Development.
Subscribe to get the latest posts sent to your email.
To Miss Maria Anselo del Rosario :
If you’re in Arizona you can go to Casa Filipina Bakeshop and Restaurant. 3531 W Thunderbird Rd Phoenix AZ 85053
602 942-1258
The best. filipino Restaurant and Bakery in Arizona, produced by professional Bakers and Pastry chefs.
Flezoo Super Loud Hand Bell - Solid Brass Call Bell for Elderly at Home, Wedding, Animal Training, Office, Dinner, Meditation, Musical Teaching and Service
$8.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Monocular Telescope for Adults,12x50 HD Large Vision Monoculars with Smartphone Adapter Tripod,High Powered Monocular for Bird Watching Hunting Hiking Camping Wildlife,BAK4 Prism FMC Lens,Waterproof
$19.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Mobil 1 Advanced Full Synthetic Motor Oil 5W-30, 5 Quart
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Etekcity Food Kitchen Scale, Digital Grams and Ounces for Weight Loss, Baking, Cooking, Keto and Meal Prep, LCD Display, Medium, 304 Stainless Steel
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
WOOF Party Pupsicle - Long-Lasting Interactive Dog Toys for Boredom - Low-Mess Design - Birthday Gifts for Dogs - Large Dog Toys - Party Pink
$19.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Titleist Pro V1
$54.95 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Nippies Nipple Covers for Women - Sticky Adhesive Silicone Pasties - Reusable Pasty Nipple Cover with Travel Box
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Amazon Fire TV Stick 4K Max streaming device (newest model) supports Wi-Fi 6E, free & live TV without cable or satellite
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Comfort Tape (30 Pack) - Pain Free Removal, Hypoallergenic, Latex Free & Gentle On Skin - Latex Free Bowling Finger Protection Tape
$13.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Rain-X 810165 Latitude 2-In-1 Water Repellent Wiper Blades, 22 Inch Windshield Wipers (Pack Of 2), Automotive Replacement Windshield Wiper Blades With Patented Rain-X Water Repellency Formula
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
I am saddened that Goldilocks changed its name in California considering Goldilocks is already an instituion and a “way of life” of many Filipinos in the US. It probably changed its name because the sales of their product continously declined over the past years and they want to revive the business. Personally, I think, one major reason why its sales declined was that Goldilocks products were much more expensive than the other goodies compared to other generic Filipino or Asian bakeshops. Though, Goldilocks perfected their taste and in making the best bakery treats, Filipinos in the US resorted to buy these goodies from much less expensive bakeshops, but, with good quality too. This is based on my own experience. I think, when people think of the name Goldilocks, they associate it to being “expensive”. It became a stigma among the Filipinos in the US. I hope Lee Lin company would do further studies about this matter, and maybe bring back the Goldilocks name but promote lower cost of their outstanding bakeshop products.
Pet Steam Brush for Dog & Cat – 3-in-1 Spray Hair Removal Comb – Steam for Shedding & Grooming – Water Brush for Long & Short Haired Pets – Spritz Defur Comb – Includes Waterless Shampoo
$24.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Farnam IverCare (ivermectin Paste) 1.87% for Horses, Anthelmintic and Boticide, 0.21 Ounces
$12.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Ring Floodlight Cam Wired Plus with motion-activated 1080p HD video, White (2021 release)
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Armor All Car Cleaning Wipes, Wipes for Car Interior and Car Exterior, 90 Wipes Each
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
GORILLA GRIP 10x25 Compact Binoculars for Adults with Strap, Superior High Powered Clear 10X Magnification, Lightweight, Night Vision, Bird Watching, Hunting, Stargazing, Adjustable Eye Cups, Black
$18.49 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Amooca Car Seat Headrest Hook 4 Pack Hanger Storage Organizer Universal for Handbag Purse Coat fit Universal Vehicle Car Black S Type
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Carhartt Men's Loose Fit Heavyweight Short-Sleeve Pocket T-Shirt (Also Available in Big & Tall)
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Ernie Ball Medium Light Earthwood Bell Bronze Acoustic Guitar Strings 12-54
$12.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
USANOOKS Microfiber Cleaning Cloth Grey - 12 Pcs (12.5"x12.5") - High Performance - 1200 Washes, Ultra Absorbent Microfiber Towel Weave Grime & Liquid for Streak-Free Mirror Shine - Car Washing Cloth
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Mini Monocular Telescope Focusing Optical Binoculars Waterproof and Non-Slip Monoculars for Adults, Black
(as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Goldilocks did NOT change its name. It is only the branch store in Cerritos that changed its name to Leelin Bakery & Cafe. This was because some family members of the Leelin clan had some ideas to change the way Goldilocks has been reaching out to Filipinos & non-Filipinos alike.
The aunts who started the company some 38 years ago however did not want the change suggested by the brothers Mendrei & Menard, and so they (the brothers) had to go their separate ways. They kept the shop and changed it to Leelin Bakery & Cafe.
On other hand, the aunts found another location in Artesia, and opened the doors for the new Goldilocks next door to Seafood City, Jollibee & Valerio’s Bakery.
HydroJug Traveler - 40 oz Water Bottle with Handle & Flip Straw - Fits in Cup Holder, Leak Resistant Tumbler-Reusable Insulated Stainless Steel & Rubber Base - Gifts for Women & Men, Pink Sand
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Comfort Tape (30 Pack) - Pain Free Removal, Hypoallergenic, Latex Free & Gentle On Skin - Latex Free Bowling Finger Protection Tape
$13.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Farnam IverCare (ivermectin Paste) 1.87% for Horses, Anthelmintic and Boticide, 0.21 Ounces
$12.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
USANOOKS Microfiber Cleaning Cloth Grey - 12 Pcs (12.5"x12.5") - High Performance - 1200 Washes, Ultra Absorbent Microfiber Towel Weave Grime & Liquid for Streak-Free Mirror Shine - Car Washing Cloth
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
CAROTE Wooden Salt and Pepper Grinder Set, Refillable Sea Salt & Pepper Mills Adjust for Customized Coarseness, Spice grinders with Wood and Stainless Steel, Black & White, 8.2 Inch
$9.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Mini Monocular Telescope Focusing Optical Binoculars Waterproof and Non-Slip Monoculars for Adults, Black
(as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Titanium Cutting Boards For Kitchen, 100% Pure Cut Titanium Cutting Board, Food Grade Quality,Easy To Clean And Will Not Absorb Odors, Suitable For Kitchen Or Outdoor Camping(12L*9W)
$19.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
30x50 High Powered Binoculars for Adults, Waterproof Compact Binoculars with Low Light Vision for Bird Watching Hunting Football Games Travel Stargazing Cruise with Carrying Bag
$24.98 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Ernie Ball Medium Light Earthwood Bell Bronze Acoustic Guitar Strings 12-54
$12.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Ninja Swirl by CREAMi Ice Cream and Soft Serve Maker, Sorbet, Milkshake, Frozen Yogurt, Low Calories Program & More, 13-in-1, Soft Serve Handle, (2) CREAMi Swirl 16oz Pints, For Kids & ALL ages, NC701
$349.00 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
aaaaand it’s closed down.. great job guys!
Crocs Unisex Adult Classic Clog
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
USANOOKS Microfiber Cleaning Cloth Grey - 12 Pcs (12.5"x12.5") - High Performance - 1200 Washes, Ultra Absorbent Microfiber Towel Weave Grime & Liquid for Streak-Free Mirror Shine - Car Washing Cloth
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Stanley Quencher H2.0 Tumbler with Handle and Straw 30 oz | Flowstate 3-Position Lid | Cup Holder Compatible for Travel | Insulated Stainless Steel Cup | BPA-Free | Cherry Blossom
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
GORILLA GRIP 10x25 Compact Binoculars for Adults with Strap, Superior High Powered Clear 10X Magnification, Lightweight, Night Vision, Bird Watching, Hunting, Stargazing, Adjustable Eye Cups, Black
$18.49 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
QUZAZBU USB C Wireless Lavalier Microphone for iPhone 15 16, Mini LED Display Microphone for Android with Noise Reduction, Lapel Magnetic Clip-on Mic for Recording Content Creator Vlog Tiktok YouTube
$15.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
PoP voice Mini Microphone for iPhone 16/15/14/iPad/Android, Wireless Lavalier Microphone with Magnetic Collar Clip, USB-C Mini Lapel Lav Mic with Noise Reduction for Vlog YouTube TikTok, 12H
$15.99 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
MAONO Wireless Lavalier Microphone for iPhone/Android/Camera/PC, Mini Lapel Mic with 48khz 24bit, Voice Filter, Noise Cancellation, 30h Battery, USB-C/Lightning Plug for Video Recording - Wave T5
$109.00 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
30x50 High Powered Binoculars for Adults, Waterproof Compact Binoculars with Low Light Vision for Bird Watching Hunting Football Games Travel Stargazing Cruise with Carrying Bag
$24.98 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Amazon Essentials x Sofia Grainge Toddlers and Baby Girls' Woven Ruffle Sleeve Dress
$19.90 (as of April 29, 2025 17:23 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Amazon Basics Cotton Swabs, 500 Count
(as of April 29, 2025 06:26 GMT -07:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)