Phl coffee market sees surge in homegrown innovation

Despite a landscape long dominated by global coffee chains, the Philippine coffee market is experiencing a surge in homegrown innovation, with PickUp Coffee—one of the country's fastest-growing homegrown brands—marking an aggressive move through the launch of its first flagship in-line store, PickUp PRIME, at SM Seaside City Cebu.

- Ehda M. Dagooc, Staff Member

The new premium-format outlet underscores a bullish outlook for the country's coffee retail segment, which continues to see rising consumption and evolving consumer preferences.

As international giants such as Starbucks and Tim Hortons compete for market share, local entrants like PickUp Coffee are redefining consumer value by blending affordability, speed, and localized experiences.

Since its inception in 2022, PickUp Coffee has defied expectations, expanding to more than 400 locations nationwide, selling over 40 million cups and acquiring close to half a million app users.

With a brand built on affordability and convenience—initially popularized by its ubiquitous green carts—PickUp has managed to carve out a distinct identity in a crowded and competitive field.

"The coffee category in the Philippines is growing at an extraordinary pace," said Francis Flores, the company’s President and CEO.

"PickUp Prime marks an inflection point in our journey. It elevates the fast-coffee experience while staying rooted in our mission: to uplift people through great coffee—accessible, fast, and now, premium," he said.