The first Goto King became so successful that it caught the attention of Henry Sy Sr., who invited Tix Laurel to open in his SM malls. Today, 40 years later, the humble goto chain has 40 branches and growing. Here’s Laurel’s inspiring story.
As the founder of Goto King, Maria Teresa “Tix” Laurel has successfully carved a niche for herself in a competitive industry by creating a unique brand. Her journey from a student activist to business owner illustrates her practical approach to entrepreneurship and her ability to connect with the needs of her market.
During the politically charged era of the 1970s, Laurel actively engaged in student activism and took a leading role in advocating for social justice and reform. At a political convention, she met her future husband, who also served as an activist.
After their marriage, Laurel joined her husband in his family’s business, where she took on the responsibility of managing inventory. While this role provided stability, she found herself yearning for something more fulfilling. Her boredom in the family business led her to suggest starting their own food business to her husband.
In 1979, Laurel opened a private catering business along with a palabok eatery kiosk in the University Belt. During this time, she discovered that goto, a rice porridge made with beef tripe, was popular among students. When SM Cubao invited her to propose a food product that was both delicious and affordable for the ordinary Filipino in their food court, she immediately suggested selling goto. This proposal led to the opening of her first Goto King outlet in 1984.
Laurel’s first Goto King became so successful that it captured the attention of SM founder Henry Sy, who invited her to open additional Goto King outlets in SM malls. This partnership proved to be mutually beneficial, as Goto King became one of the standout food options within SM’s food courts. The brand’s reputation grew rapidly, and by the late 1990s, Goto King had expanded to 40 outlets across the Philippines, making it the most recognized brand for goto.
Today, Goto King stands proud at 40 years old and still thriving and serving loyal customers. With a commitment to quality and a deep understanding of local tastes, Goto King has established itself as a cornerstone in the food industry.
The brand’s enduring legacy stems from its dedication to innovation and customer satisfaction. Goto King’s ability to adapt to changing trends while maintaining the authenticity of its offerings solidifies its reputation as a trusted brand in Filipino cuisine.
How did Laurel address the challenges of the food industry to achieve long-term success for Goto King over the past 40 years? What insights can be drawn from her ability to adapt to changing consumer preferences while staying true to Goto King’s roots?
Here are the five business lessons every entrepreneur can learn from Tix Laurel, founder and CEO of Goto King: (read more…)
