PICKUP COFFEE celebrates four years of redefining everyday coffee experiences in the Philippines, now with more than 500 stores nationwide. 
This milestone signals the brand’s next phase of growth—celebrating the everyday routines it has built with customers across the country—and was commemorated with a well-attended event at Fifth Rockwell, bringing the brand back to where it all began in Rockwell with its first cloud store. The event brought together partners, stakeholders, team members, and endorsers Donny Pangilinan and Hannah Pangilinan.
As PICKUP COFFEE marks its fourth year, the brand continues to build on its momentum with four key priorities: product innovation, a stronger PICKUP App experience, an expanded store network, and franchising.
What began as a mission to make premium espresso more accessible has grown into one of the country’s most visible fast beverage brands—built on convenience, consistency, and a clear purpose: to UPift everyone with high quality, great tasting, and surprisingly affordable beverages — one PICKUP at a time.
After four years in the Philippine market—marked by millions of cups served, rapid expansion across key cities and provinces, and a growing digital ecosystem—the brand continues to strengthen its national footprint.
“Reaching four years is both a moment to reflect and a signal of what’s ahead for PICKUP,” said Francis Flores, Global Managing Director. “It’s less about the brand turning four, and more about the everyday routines we’ve built with our customers—cup after cup, across the country. More importantly, it marks our next phase of growth.”
Product Innovation, Superior Quality & Value
PICKUP COFFEE’s growth is driven not just by expansion, but by a disciplined approach to quality and operations built into every cup.
From carefully sourced beans and trusted supplier standards to freshness managed across roasting, storage, and delivery, the brand ensures consistency through precise in-store execution and continuous quality checks.
This system—reinforced by audits, customer feedback, and real-time reviews—supports PICKUP COFFEE’s promise of premium quality espresso without the premium price.
The brand continues to evolve its offerings, refining its Signature espresso lineup while introducing new products such as Protein UP, in collaboration with Wheyl, and the upcoming Summer Fresh Fruits series.
“At PICKUP, we constantly ask how we can make great coffee even better for everyone,” said Symon Siman, Product Marketing Director. “From Protein UP to our Summer Fresh Fruits and our core signatures, everything we create is designed to give customers more reasons to choose PICKUP every day.”
Elevated App Experience
The PICKUP App continues to play a central role in how customers engage with the brand—offering a faster, more seamless, and more rewarding experience.
Over the past year, the app has grown significantly, with monthly users increasing fourfold, sales tripling, and more than 1.8 million transactions recorded—highlighting its role as a key growth driver.
“The PICKUP App is designed to make everyday coffee runs faster, easier, and more rewarding,” said Edward Martinez, Head of Digital Sales Channels & Media. “With PICKUP Fast, Deals, and Rewards, we’re building an experience that fits seamlessly into our customers’ daily routines.”
500 Stores — and Beyond
In just four years, PICKUP COFFEE has reached over 500 stores nationwide—reflecting strong demand for its fast, reliable, and accessible coffee experience.
More than a measure of scale, this milestone reflects growing customer trust and the brand’s expanding role in everyday routines across the country.
“Our growth to 500 stores reflects how PICKUP COFFEE has become part of people’s everyday routines,” said Rami Chahwan, PH President & Chief Executive Officer. “As we expand, we’re
evolving the experience through new formats like Café 2.0—warmer, more inviting spaces beyond grab-and-go, with one opening soon at KPMG Center Makati. We’re also introducing more PICKUP PRIME locations, our more premium, curated format, including an upcoming store at Park Triangle in BGC—while continuing to deliver consistent quality and value.”
UPlifting Everyone, Everywhere through Franchising
Following its 500-store milestone, PICKUP COFFEE is opening franchising opportunities—inviting partners to bring the brand to more communities nationwide.
The franchising system will be officially introduced at the Philippine Franchise Asia Expo from April 24 to 26, 2026.
“Guided by our mission to uplift everyone, everywhere, we’re opening franchising opportunities to grow the PICKUP community even further,” added Chahwan.
As PICKUP COFFEE marks its fourth year, the focus is clear: to continue strengthening its everyday relevance through better products, a stronger digital experience, an expanding store network, and new opportunities for growth.
