PICKUP COFFEE is not slowing down at four. With more than 500 stores nationwide, the fast-growing homegrown brand is celebrating its latest milestone while setting up an even bigger chapter ahead.
PICKUP COFFEE hits 500 stores and levels up its growth story
Four years after entering the Philippine market, PICKUP COFFEE has grown into one of the country’s most visible fast beverage brands, with over 500 stores nationwide. The brand marked the moment with an anniversary event at Fifth Rockwell, bringing the story back to where it started with its first cloud store in Rockwell.
However, this milestone is not just about numbers. It also reflects how deeply PICKUP COFFEE has become part of everyday life for many Filipinos. As Global Managing Director Francis Flores put it, “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.”
That message feels timely. In a market where speed, convenience, and value matter more than ever, PICKUP COFFEE has built its reputation on making premium espresso more accessible. Its growth has been shaped by consistency, smart expansion, and a clear mission “to UPlift everyone with high quality, great tasting, and surprisingly affordable beverages – one PICKUP at a time.”
Innovation, app upgrades, and franchising shape what comes next
Looking ahead, PICKUP COFFEE is focusing on four priorities this year: product innovation, a stronger PICKUP App experience, continued store expansion, and franchising.
On the product side, the brand continues to refine its signature espresso lineup while adding new offerings such as Protein UP, created in collaboration with Wheyl, and the upcoming Summer Fresh Fruits series. Product Marketing Director Symon Siman said, “everything we create is designed to give customers more reasons to choose PICKUP every day.”
At the same time, the PICKUP App is becoming a bigger part of the brand’s daily customer experience. Over the past year, monthly users increased fourfold, sales tripled, and the app recorded more than 1.8 million transactions. That kind of growth shows how digital convenience is helping fuel the brand’s next stage.
PICKUP COFFEE is also evolving its physical spaces. According to PH President and Chief Executive Officer Rami Chahwan, the brand is introducing new formats like Café 2.0, which offers “warmer, more inviting spaces beyond grab-and-go,” along with more PICKUP PRIME locations for a more premium and curated experience.
Then there is franchising, which could open the door to even wider expansion. Following its 500-store milestone, PICKUP COFFEE will officially introduce its franchising system at the Philippine Franchise Asia Expo from April 24 to 26, 2026.
For a brand that started with a mission to make premium coffee more reachable, this next phase feels bigger than an anniversary. It is a sign that PICKUP COFFEE wants to shape how Filipinos drink, order, and experience coffee in the years ahead.
