Since 2022, PICKUP Coffee has been part of our mornings, late nights, and everything in between, with 399 carts spread across cities. This year, its 400th store aims to offer more than what the brand has delivered so far.
PICKUP PRIME recently opened at SM Seaside City Cebu as the brand’s first flagship store. The new space goes beyond their typical grab-and-go setup by encouraging customers to sit down and enjoy their coffee over conversations. As the first of its kind, it brings a more thoughtful experience to the table.
PRIME Exclusive Perks
As the fastest-growing coffee brand in the country, PICKUP has always stayed true to its mission of delivering “fast, delicious, and surprisingly affordable beverages everywhere.” This promise remains evident in its newest store.
Photo courtesy Dual Story, PICKUP COFFEE
“With PICKUP PRIME, we’re introducing the next chapter of the PICKUP experience — something more elevated, more exciting, but still very much rooted to who we are,” Country President and CEO Francis Flores expressed.
Starting with their menu, they are proud to offer items across varied categories that are exclusive to the store: espresso-based and milk-based drinks, affogato and sundae swirls, and fruit teas.
Photo courtesy Dual Story, PICKUP COFFEE
Their innovative coffee options put a twist on familiar favorites, including the Americano Orange Sunrise and the Golden Butter Latte, served with or without cream. Prices range from Php 99 to Php 109.
PICKUP has also collaborated with the locally renowned LK Bakery to serve their quality pastries. Their famous croissants are priced at Php 99 to Php 200.
In her speech, LK Bakery’s founder and head pastry chef, Kim Chan, shared how the values of both brands align in their commitment to delivering “the best quality possible without compromising affordability.”
These products are promised to innovate every few months, giving the PICKUP community more surprises to look forward to.
An UPlifting Space
Rather than launching another grab-and-go cart, PICKUP Coffee marked a milestone in creating a warm and youthful space for everyone.
The brand worked with its Hong Kong-based architectural partners to design what it envisions as the ideal PRIME space. As a tech-enabled company, they also introduced self-ordering kiosks and a queueing screen to provide a more efficient experience.
Art pieces by Filipino artists welcome customers as they enter the store. ‘Coffee Buddy’ by Jesse Comancho is a playful resin character striking a confident nakapewang pose brought about by a good cup of coffee, expressing the classic Filipino resilience against the tropical heat. Meanwhile, Dondi Fernandez’s ‘UPlift’ portrays a character embodying the energized feeling one needs after being fueled by coffee. These works are displayed to enhance the overall scene and add artistic connotations to the brand’s offerings.
Finally, the brand’s commitment to being a welcoming space also comes through in its people. When staff member Mary shared her thoughts on customer interaction in the new setup, she emphasized the value of hospitality and genuine service. This approach carries the PRIME philosophy beyond interior design and technology.
Visit PICKUP PRIME at the Lower Ground Floor, Mountain Wing Atrium of SM Seaside City Cebu.
Photography Kyrra Kho
