Founded in 2022, the homegrown coffee brand has expanded to more than 500 company-owned stores across the country in less than four years, transforming from a small grab-and-go concept into one of the country’s most recognizable beverage chains.
Company executives said in a statement the move marks the next phase of growth for PickUp Coffee as it seeks to expand its footprint while strengthening its mission of making quality coffee more accessible to Filipinos.
“Our growth to more than 500 stores reflects how PickUp Coffee has become part of Filipinos’ everyday routines,” said Rami Chahwan, country president and chief executive officer of PickUp Coffee.
“As we continue expanding nationwide, franchising allows us to partner with entrepreneurs who believe in our mission of making quality coffee and uplifting experiences more accessible to communities everywhere,” he added.
Rapid expansion
The company formally introduced its franchising initiative during Franchise Asia Philippines held from April 24 to 26, where it attracted interest from entrepreneurs and prospective operators looking to invest in the fast-growing coffee sector.
PickUp Coffee said its rapid expansion has been driven by affordable pricing, strategic store distribution, and technology-enabled convenience that appeal to Filipino consumers seeking accessible everyday coffee.
To date, the company has sold more than 50 million cups nationwide while strengthening customer engagement through collaborations, digital campaigns, and partnerships with well-known personalities.
Executives said the company spent years refining its operational systems and scaling more than 500 company-owned stores before opening franchise opportunities to the public.
Modern consumers
Built around fast-paced consumer lifestyles, PickUp Coffee continues to expand its technology ecosystem through the PickUp Coffee App, which offers digital rewards, promotions, seamless ordering, and curated brand experiences.
“With PickUp Fast, Deals, and Rewards, we’re building an experience that fits seamlessly into our customers’ daily lives,” the company said.
To support expansion across different communities and trade areas, the company operates multiple store formats including kiosks, outdoor carts, cafés, and its premium PickUp Coffee Prime concept.
Beyond its signature green carts, the company is also rolling out Café 2.0 spaces designed to offer warmer dine-in experiences while maintaining the convenience and accessibility associated with the brand.
Scalable growth
Company executives said accessibility and distribution remain key drivers behind the brand’s accelerated growth.
Its low-capex operating model allows faster rollout and scalability compared with many traditional café concepts, enabling the company to rapidly penetrate both urban centers and emerging communities.
PickUp Coffee global managing director Francis Flores said franchise investment costs range from P1.7 million to P4 million depending on the chosen format.
Smaller kiosk formats require around P1.7 million, while outdoor carts cost approximately P2 million. Larger café formats measuring 50 to 80 square meters may require investments ranging from P3 million to P4 million.
The investment package includes the one-time franchise fee, store or cart construction, equipment, and initial inventory.
Based on internal estimates and ideal operating conditions, the company projects a franchise payback period of 18 to 24 months.
Executives added that franchisees would benefit from a business model centered on operational efficiency, high customer traffic, and repeat daily transactions.
Franchise support
According to PickUp Coffee franchising head Hazel Hernandez-Francisco, the company’s franchising initiative is anchored on four key pillars: proven demand and frequency, modern consumption behavior, strong return potential, and end-to-end operational support.
The company said franchise partners will receive centralized supply chain support, onboarding and training, marketing assistance, operational guidance, technology integration, and store construction support.
“These pillars are designed to help franchise partners build sustainable businesses while delivering the consistent PickUp Coffee experience customers know and love,” Hernandez-Francisco said.
Beyond coffee
As part of its continued expansion, PickUp Coffee is also introducing new beverage innovations and premium café concepts to diversify customer experiences.
Despite global pressures such as rising fuel and commodity costs, the company said it has no plans to increase prices in the near term.
Chahwan said the company’s lean operating model — characterized by smaller store footprints, minimal seating, and reduced reliance on air-conditioning — helps maintain competitive pricing amid external cost pressures.
“Usually a consumer, the last thing they would cut is that cup of coffee,” Chahwan said, noting that coffee remains an affordable daily reward for many Filipinos.
The company expects sales to grow by around 18 to 20 percent this year, supported by resilient domestic demand.
Beyond the Philippines, PickUp Coffee has also begun international expansion, with more than 50 stores already operating in Mexico.
The company recently announced upcoming PickUp Prime and Café 2.0 locations, alongside new product innovations such as protein-infused drinks developed with Wheyl and seasonal beverage offerings.
As it enters its next growth phase, PickUp Coffee said it remains focused on innovation, digital growth, accessibility, and strengthening its connection with Filipino consumers nationwide.--- Ed: Corrie S. Narisma
