The fast-growing Filipino coffee chain is focusing on longer dwell times and higher ticket bakery products after rapidly expanding to 400 outlets with a low-cost, on-the-go store model
Pickup Coffee has unveiled its first larger-format flagship outlet in the Philippines, offering a more premium in-store experience and expanded food and beverage menus.
The fast-growing Filipino coffee chain unveiled its Pickup Prime concept at the SM Seaside City shopping centre in Cebu on 20 June 2025, marking a departure from its low-cost small-format store model.
Founded in 2022, Pickup Coffee is one of the fastest-growing branded coffee chains in Southeast Asia – and has opened more than 100 stores over the last six months to reach 400 outlets in its home market. The value-focused operator, which offers espresso-based beverages from ₱50 ($0.89) with a ceiling price of ₱100 ($1.72), has primarily focused on small-format stores and on-the-go coffee carts to accelerate outlet growth.
The SM Seaside City site, designed in collaboration with Hong Kong-based architectural firm DEFT, serves a rotating menu of exclusive beverages, including Americano Orange Sunrise, Americano Affogato Swirl and Mango Coco Milk, which it said will change monthly. Pickup Coffee has also partnered with premium Filipino patisserie LK Bakery on a new food menu to cater to dine-in trade.
“While Pickup Coffee has always been about quick, feel-good moments on the go, we also wanted to create a space where our community could come together, connect, and enjoy a more elevated Pickup experience,” said Bien Lee, Co-founder and Chief Brand Officer, Pickup Coffee.
Although designed for dine-in trade, the Prime outlet retains Pickup Coffee’s focus on affordability and speed-of-service, with customers encouraged to place orders through the Pickup Coffee app or via in-store self-order kiosks. Pickup Coffee, which has a network of approximately 500,000 app users, plans to open a second Pickup Prime store in Metro Manila within the next few months.
