Pickup Coffee opens first Pickup Prime concept in Cebu

Pickup Coffee, the three‑year‑old Philippine chain best known for its green curbside carts, is taking a seat.

The fast‑growing company on Friday launched its first premium in-line concept, Pickup Prime, at SM Seaside City Cebu.

The new flagship store marks a milestone for the company as it introduces a more elevated customer experience, while staying true to its core mission of accessibility and community.

“We’re not just here to serve great coffee — our bigger purpose is to uplift,” said Bien Lee, co-founder and chief brand officer of Pickup Coffee, in a statement.

“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. That’s what led us to launch Pickup Prime — a new chapter that brings our mission to UPlift to life in a whole new way,” he added.

Designed in collaboration with Hong Kong-based architectural firm DEFT, the Pickup Prime space features a contemporary aesthetic infused with the brand’s signature youthful energy. 

Filipino artists Dondi Fernandez and Jesse Camacho contributed custom art toys to the space — playful, character-driven pieces intended to invite interaction and reinforce the store’s uplifting atmosphere.

New menu, local collaboration

Pickup Prime debuts with a selection of exclusive menu items available only at the new location. 

These Prime exclusive creations reimagine classic Filipino flavors, including: Mango Coco Milk, a blend of coconut milk and mangoes with coconut bits; Ube Coco Milk made with coconut milk, ube, and macapuno; and Kape Kastila Sundae Swirl, the brand’s signature Kape Kastila coffee swirled with creamy espresso soft serve.

To complement these beverages, Pickup Coffee partnered with Chef Kim of Cebu’s LK Bakery.

A graduate of ISCAHM with advanced training in Malaysia and Las Vegas, Chef Kim created a line of croissants specifically for Pickup Prime, including flavors such as White Choco Matcha, Strawberry Custard, Hazelnut Caramel, Ham & Cheese, Creamy Truffle & Mushroom, and the Espresso Crookie.

Tech-driven and fast

The Pickup Prime experience retains the brand’s emphasis on speed and convenience. Customers can place orders through the Pickup Coffee app or via self-ordering kiosks inside the store.

In just three years since launching in 2022, Pickup Coffee has expanded to 400 stores nationwide, amassed nearly half a million app users, and sold over 40 million cups.

“We've seen incredible growth, and we're just getting started. We're excited to share that we'll be opening our first Pickup Prime in Metro Manila very soon,” said Francis Flores, president and CEO of Pickup Coffee. 

“It’s all part of our continued growth and commitment to giving our customers top-notch quality and doing it fast. Pickup Prime lets us do that in a vibrant atmosphere, all while staying true to our mission of uplifting everyone, everywhere — one pickup at a time.”

To celebrate the Cebu opening, Pickup Coffee is offering a 25% discount on all orders made through the Pickup App with a minimum spend of P300 from June 21 to July 5.