PICKUP COFFEE celebrates 4th anniversary with exciting news of fresh formats, franchising opportunities, exclusive flavors, and in-app deals

On slow days when I need a pick-me-up, I treat myself to something sweet for motivation: specifically, a cold cup of Matcha Frappe and a warm Chocolate Croissant from PICKUP COFFEE. Thankfully, there are three stores within a two-kilometer radius of my house — a small fraction of the brand’s 500+ stores across the nation. 

The soft green hue of a PICKUP COFFEE store can make people giddy with the prospect of having a great-tasting drink. It’s unbelievably affordable, too. With premium espresso but minus the hefty price tag, the brand has become an everyday staple, especially among coffee-loving Filipinos. Visit any key city in the country, and there’s a PICKUP COFFEE stall within the vicinity, and the next. The rate of expansion reflects the market demand and is proof of the trust the brand has built with customers since its establishment in 2022. 

#PICKUPTurns4

Marking PICKUP COFFEE’S fourth anniversary on March 19, 2026, at The Fifth at Rockwell in Makati City, the event brought together partners, stakeholders, team members, and celebrity endorsers Donny Pangilinan and Hannah Pangilinan. Here, the brand celebrated not just a momentous milestone but also recognized its rapport with consumers.

Endorsers Donny Pangilinan and Hannah Pangilinan pose with partners, stakeholders, and team members to celebrate PICKUPTurns4.

“Reaching four years is both a moment to reflect and a signal of what’s ahead for PICKUP,” said Francis Flores, Global Managing Director of PICKUP COFFEE. “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. More importantly, it marks our next phase of growth.”

New formats and franchising opportunities

PICKUP COFFEE has quickly won its way into the hearts and daily routines of avid patrons. It shows no signs of slowing down, picking up speed with the introduction of new formats: Café 2.0 and PICKUP PRIME locations.

PICKUP COFFEE introduces two new location formats: PICKUP PRIME (left) and Cafe 2.0 (right).

Cafe 2.0 is the brand’s initiative to create warmer, more inviting spaces where customers can linger and enjoy their beverages — moving beyond its usual grab-and-go experience. The first of its kind will open soon at the KPMG Center in Makati.

PICKUP PRIME, on the other hand, is a more premium, curated format. Patrons can look forward to an upcoming store at Park Triangle in BGC.

In an effort to be more inclusive and cater to coffee aficionados in untapped locations, PICKUP COFFEE has announced that it’s opening up franchising opportunities. The franchising system will be officially introduced at the upcoming Philippine Franchise Asia Expo, which will be held from April 24 to 26, 2026.

“Guided by our mission to uplift everyone, everywhere, we’re opening franchising opportunities to grow the PICKUP community even further,” Rami Chahwan, PICKUP COFFEE PH President and Chief Executive Officer, said.

More flavor, more power

Alongside the expansion of its locations, PICKUP COFFEE has also broadened its product offerings. Still driven by its promise of delivering premium quality espresso without the premium price, the brand has refined its Signature Espresso lineup.

PICKUP COFFEE partners with Wheyl Nutrition Co. for a protein-packed series.

PICKUP COFFEE has also collaborated with crowd-favorite sports nutrition brand Wheyl Nutrition Co. for a new and exclusive series called Protein UP. This lineup includes flavorful and power-packed drinks for the active and health-conscious: Iced Protein Latte, Iced Dark Chocolate Protein Milk, Iced Matcha Protein Milk, and Iced Strawberry Protein Milk. 

PICKUP COFFEE recently introduced its new Summer Fresh Fruits series, which includes refreshingly sweet drinks like Apple Iced Tea, Peach Iced Tea, Mixed Berries Iced Tea, and Lychee Iced Tea. Each drink is guaranteed freshly brewed daily using real tea.

“At PICKUP, we constantly ask how we can make great coffee even better for everyone,” said Symon Siman, Product Marketing Director at PICKUP COFFEE. “From Protein UP to our Summer Fresh Fruits and our core signatures, everything we create is designed to give customers more reasons to choose PICKUP every day.”

Sweet deals just for you

With stores on nearly every corner for added convenience, PICKUP COFFEE underscores its commitment to making customers’ lives easier and better, and this is further enhanced by the PICKUP COFFEE App. The app has grown significantly in the past year with a fourfold increase in monthly users, tripling sales, and more than 1.8 million transactions recorded — highlighting its role as a key growth driver.

Loyal customers can enjoy exclusive deals on the PICKUP COFFEE App.

Its three main features are PICKUP Fast, PICKUP Deals, and PICKUP Rewards.

PICKUP Fast allows customers to order ahead via the app and skip the lines in-store. PICKUP Deals, on the other hand, offers value-adding app-exclusive offers. And PICKUP Rewards is the brand’s own loyalty benefit, where customers earn a stamp for every cup and redeem rewards.

“The PICKUP App is designed to make everyday coffee runs faster, easier, and more rewarding. With PICKUP Fast, Deals, and Rewards, we’re building an experience that fits seamlessly into our customers’ daily routines,” said Edward Martinez, Head of Digital Sales Channels & Media at PICKUP COFFEE. 

The cup that keeps giving

Even with only four years in the market, PICKUP COFFEE has quickly become a household name — part of Filipinos’ mornings, afternoon pick-me-ups, and just-because cravings. With franchising opportunities soon available, new products and flavors to keep people excited, and bang-for-your-buck app perks, PICKUP COFFEE makes a case for picking up a delicious cup, every time.

For more information, follow PICKUP COFFEE on Instagram, Facebook, and TikTok, or visit https://pickup-coffee.com/

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