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The Philippines’ But First, Coffee seeking to double footprint this year

The 148-store coffee chain has rapidly expanded across the Philippines since launching a franchise programme in 2021 and plans to open 150 new sites over the next 12 months

But First, Coffee has rapidly scaled to reach 148 outlets across the Philippines | Photo credit: But First, Coffee Olongapo


Filipino coffee chain But First, Coffee (BFC) is seeking to double its footprint with 150 new stores this year. 

Founded by entrepreneur Anna Magalona in August 2020 as an online ready-to-drink (RTD) coffee business, BFC opened its first store in November 2020 and began franchising in 2021. The coffee chain has rapidly scaled to reach 148 outlets across the Philippines – primarily across Metro Manila, as well as Olongapo and Pila.

Of the planned new stores, 100 will be franchised with the remaining 50 company owned, Magalona told local reporters. 

World Coffee Portal’s Project Café East Asia 2024 report shows the total Filipino branded coffee shop market exceeds 3,200 outlets. The market, led by Dunkin’, Mister Donut and Starbucks, is forecast to exceed 5,200 outlets by 2029. 

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