When it comes to comfort food in the Philippines, nothing hits the spot quite like a hot bowl of goto—that savory mix of rice porridge, tender tripe, garlic, and green onions. And when you think about goto as a business, one name stands out: Goto King. Over the last 10 years writing about franchises for Franchise Manila, I’ve seen food trends come and go—but Goto King has managed to carve out a loyal following thanks to its consistent quality, recognizable brand, and strategic presence in malls and high-traffic areas.
But is starting a Goto King franchise a goldmine or a headache waiting to happen? I’ve spoken with several franchisees over the years, and the truth lies somewhere in the middle. Let’s walk through the process, costs, and potential pitfalls of starting a Goto King franchise—and see if it’s the right move for you.
Why Start a Goto King Franchise?
Starting a Goto King franchise is like jumping into a business with training wheels—you’re buying into a proven system with a recognizable brand and established customer base. Founded in 1984, Goto King built its reputation as the go-to spot for quality goto and other Filipino comfort food.
I remember speaking with Carla, a Goto King franchisee in Manila, who told me, “I knew I wanted to start a food business, but I didn’t want to build from scratch. Goto King gave me a blueprint—recipes, suppliers, and even staff training. All I had to do was execute.”
Goto King’s success boils down to one thing: familiarity. Filipinos love comfort food, and Goto is as Filipino as it gets. It’s the type of meal that evokes memories of childhood, rainy afternoons, and family gatherings. When you serve a bowl of goto, you’re not just selling food—you’re selling nostalgia.
Watch this video to learn more:
How to Start a Goto King Franchise
Starting a Goto King franchise isn’t overly complicated, but it’s not a walk in the park either. The application process is fairly straightforward, but securing the right location and managing day-to-day operations takes work. Here’s how the process typically unfolds:
- Franchise Inquiry – Reach out to Goto King through their official website (https://www.gotoking.com.ph) or contact their franchise department directly.
- Initial Assessment – The franchise team will review your business background and financial capability.
- Interview and Proposal – You’ll need to submit a business proposal and explain why you’d be a good fit as a franchisee.
- Site Inspection and Approval – Goto King will assess if your proposed location meets their foot traffic and visibility requirements.
- Franchise Agreement – Once you pass the screening, you’ll sign the franchise contract, pay the fees, and begin setting up your store.
I spoke with Marco, a Goto King franchisee in Cebu, who told me that securing a location was the hardest part. “The franchise team was very strict with location requirements—they wanted a high-traffic mall space, and that meant higher rent. But once we opened, foot traffic wasn’t a problem.”
Franchise Fees and Investment – How Much Does It Cost to Start a Goto King Franchise?
Let’s talk about the money. Starting a Goto King franchise requires a moderate investment—definitely more than a small food cart but less than a big fast-food brand like Mang Inasal.
Here’s the breakdown:
✅ Franchise Fee – ₱300,000 to ₱500,000 (non-refundable)
✅ Store Construction and Equipment – ₱1.5 million to ₱2 million (depends on size and location)
✅ Initial Inventory and Supplies – ₱200,000 to ₱300,000
✅ Training and Staff Onboarding – Included in the franchise fee
✅ Royalty Fee – 5% of gross sales (monthly)
✅ Marketing Fund Contribution – 3% of gross sales (monthly)
The total investment typically ranges between ₱2 million to ₱3 million.
Marco mentioned that his total investment came in at around ₱2.5 million, but he managed to break even in about 18 months. “The biggest expense was rent—if you can negotiate a good deal, your profit margin improves significantly,” he shared.
Pros and Cons of Starting a Goto King Franchise
👍 Pros
✅ Low Initial Investment – Compared to other fast-food brands, Goto King’s investment requirements are relatively affordable.
✅ Established Brand – Goto King is a recognizable name, especially among Filipino families.
✅ Simplified Operations – Cooking goto doesn’t require complex equipment or highly skilled staff.
✅ Consistent Demand – Filipino comfort food is always in demand, rain or shine.
👎 Cons
❌ High Competition – The market for goto and other comfort foods is saturated.
❌ Strict Location Requirements – Mall spaces and high-traffic areas come with high rent.
❌ Small Profit Margins – While sales are consistent, the profit per bowl isn’t huge. You’ll need volume to make real money.
Watch this presentation to learn more:
What Makes Goto King Stand Out?
Goto King isn’t just about goto—it’s about heritage. It’s one of those rare brands that has stayed true to its roots while expanding and evolving. The focus on high-quality ingredients and authentic recipes gives it an edge over smaller competitors.
I asked Marco why he chose Goto King over starting his own Goto business. His answer was simple: “Trust.” He knew that the brand had a reputation for quality and consistency, which gave him confidence as a first-time business owner.
There’s also the cultural factor. Goto is a uniquely Filipino dish, and Goto King has successfully positioned itself as the go-to (pun intended) brand for this beloved comfort food. It’s more than just a meal—it’s a slice of Filipino identity.
Challenges and Lessons Learned
No franchise is bulletproof, and Goto King is no exception. One of the biggest challenges is finding the right location at a sustainable cost. High foot traffic locations are expensive, and rent increases can eat into your margins.
Marco shared, “I almost closed down in my second year because the mall raised my rent by 20%. I had to renegotiate the terms and push for better lease terms to stay profitable.”
Carla, on the other hand, faced staffing issues. “Turnover was high in the first year because we were hiring inexperienced staff. Training is key—once we got that sorted, things stabilized.”
Updated Contact Details
If you’re ready to explore a Goto King franchise, here’s how to get started:
📞 Franchise Hotline: +63 2 889 8888
📧 Email: franchise@gotoking.com.ph
🌐 Website: https://www.gotoking.com.ph
Is Starting a Goto King Franchise Worth It?
Starting a Goto King franchise is like joining a long-standing family business. The brand recognition, operational support, and steady customer base make it an attractive investment. But the low profit margins and strict location requirements mean you need to manage your costs carefully.
Marco summed it up perfectly: “If you’re looking for a business that’s easy to operate and has consistent demand, Goto King is solid. But you need to keep an eye on costs—profitability comes from smart management, not just sales volume.”
So, is it worth it? If you have around ₱2 million to ₱3 million in capital and a good location, Goto King can be a stable and reliable business. Just be prepared to manage costs tightly and focus on customer service. Success isn’t just about serving good goto—it’s about running a tight ship.
Jack is a self-made entrepreneur, who actually started out in the Military, then worked for the Government for a few years, until he finally made that bold step and started out his own online and offline businesses. He’s never looked back ever since, and hasn’t been happier…
