The value-focused operator has opened 12 stores in the Philippines since debuting in Quezon City in September 2023 and sees significant scope to expand with its focus on value and app transactions
Malaysia’s ZUS Coffee is seeking to rapidly scale its presence in the Philippines after announcing a target to reach 150 stores in the country by the end of 2024.
The value-focused coffee chain debuted in the Philippines with an outlet in Quezon City in September 2023. ZUS Coffee currently operates 12 sites in the southeast Asian country – which remains its only international market.
ZUS Coffee, which prioritises app-based pre-ordering, is among a growing group of value-focused operators gaining market share in the Filipino branded coffee shop market.
ZUS Coffee prices espressos and americanos at P45 ($0.78) and P65 ($1.13) respectively, while premium beverages, such as Spanish latte and gula melaka, cost around P95 ($1.65).
Its price range is similar to on-the-go chain Pickup Coffee, which has a beverage menu starting at P50 ($0.90) and capped at P100 ($1.74), but less expensive than Filipino value-focused operator But First, Coffee and South Korea’s Paik’s Coffee, which entered the Philippines in February 2023.
Although it has a drip coffee menu starting from P55 ($0.96), Manila-based But First, Coffee sells Americano for P100 ($1.74) while Paik’s Coffee sells espresso for P100 and Americano for P150 ($2.61).
Founded in 2019, ZUS Coffee opened its first store in Binjai, Kuala Lumpur, and now operates 402 stores across Malaysia. In March 2023, Filipino restaurant group Choi Garden Restaurant Company acquired a 35% stake in the coffee chain.
