About Us

Our humble beginnings

GOTO KING was established in 1984 with the promise to serve food that is “Laging Mainit, Laging Masarap!” Through the years, it has delivered on that promise and developed a business track record anchored on product acceptability, competitive pricing and quality customer service.

first-goto-king-cart-at-cubaoIt started as a kiosk, a 2×2 meter cart in the food court of a mall, selling just Goto, a rice porridge with ox tripe. It was a pioneering concept: bringing street food into malls and serving it in air conditioned comfort with fast food efficiency. The concept was a success and Goto King soon expanded its operations. Today, it is a network of kiosks , fast food outlets and stand- alone restaurants located primarily in the Greater Metro Manila area. It also has provincial outlets in Cebu, Cavite, Batangas and Cagayan .

Ten years into the business in 1994, Goto King decided to expand further its business model. Having fine tuned and standardized its operations in Operations Manuals, Goto King felt confident to start franchising operations . With a proven track record and products that sell and sell profitably, the Goto King brand is indeed a viable business opportunity.

Goto is, and continues to be the flagship product, but over time, Goto King’s menu evolved; one that is all-Filipino positioning Goto King as the Filipino alternative to Western food concepts in the local food industry.

La Paz batchoy, lumpiang ubod (fresh and fried), pancit palabok, dinuguan at puto are some of the regional merienda items added to the line-up. Later, rice meals wereimg_9594-copy introduced, featuring specialties such as tapa, tocino, longganisas, daing na bangus, as well as all-time favorites such as bistek, chicken pork adobo, pares, sisig, as well as sinigang na salmon and nilagang baka. Stores with expanded menus particularly those with rice meals are given a distinct identity, renaming them Goto King Plus.


While expansion is Goto King’s thrust and direction, it looks back to its roots for opportunities. One-product cart operations seems promising and this business model has been developed and ready for launching. Called Goto King Express, this reincarnation of the original Goto King concept , will however, have other merienda offerings in response to customers changing eating preferences and habits.

Vision Statement

To be the leading Filipino company providing innovative Filipino food products and services of consistently high quality for the domestic and foreign markets.

Corporate Mission

To offer an innovative line of quality food products and services for the growing needs and tastes of its identified markets.

To establish national and international branches for its products and services.

To progressively optimize opportunities towards increased growth.

To constantly uphold the well-being and development of its personnel.

To enhance professionalism through continuous research and development in management, marketing and technology.

To contribute to the socio-economic well being of the community.

To promote the Filipino culture nationally and internationally.

Corporate Values

  • QUALITYDoing it right all the time
  • SERVICE EXCELLENCE – Passion for excellence towards customer satisfaction
  • INTEGRITY – Honesty is our policy
  • COMMITMENTDedication beyond expectation
  • TEAMWORKTogether we excel
  • CREATIVITYInnovation towards peak performance