Cebu Gets a Caffeine Upgrade: PICKUP PRIME Now Brewing at SM Seaside!

PICKUP COFFEE, the proudly homegrown brand known for having its iconic green carts all over the nation, opens its first premium in-line branch, PICKUP PRIME at SM Seaside City Cebu. 

This milestone brings the company's mission to life: to UPlift every moment and everyone, offering a welcoming space for the PICKUP Community to pick-up their coffee fast, connect and enjoy an elevated PICKUP experience.

“We’re not just here to serve great coffee — our bigger purpose is to UPlift.” says Bien Lee,

Co-founder and Chief Brand Officer of PICKUP COFFEE. “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.”

Designed in collaboration with Hong Kong-based architectural partners, DEFT, the space brings

together modern style and PICKUP COFFEE’s signature youthful energy—creating an environment

that’s intentionally crafted to make you feel good and UPlifted. Adding to the experience are custom-designed art toys by Filipino artists Dondi Fernandez and Jesse Camacho. Playful, inspiring,

and full of personality, each piece brings the spirit of PICKUP to life and invites customers to engage

with the space in a fresh and meaningful way.

PICKUP PRIME Exclusives

PICKUP PRIME at SM Seaside City Cebu boasts a range of standout offerings designed to enhance

the customer experience:

●

PRIME Exclusive Creations: As part of the new experience, the PICKUP PRIME menu will

feature exclusive PRIME beverages that will be switched up every few months —giving●

●customers something new to look forward to. 

For its pilot release, the lineup brings a fresh

take on your PICKUP favorites and well-loved Filipino flavors like mango, ube, and coconut.

Taking these beloved flavors and adding a fun twist, PICKUP introduces exciting new

beverages like the refreshing Mango Coco Milk, a creamy blend of coconut milk and

mangoes with coconut bits, and Ube Coco Milk, made with coconut milk, ube, and

macapuno. 

Also on the menu as part of the PRIME Exclusive Creations is your favorite Kape Kastila, now swirled with creamy espresso soft serve, creating the new Kape Kastila Sundae Swirl.

Local Collaboration: To complement their signature beverages, PICKUP COFFEE has partnered with Chef Kim from Cebu’s coveted LK Bakery to offer exclusive bites. Chef Kim is an award-winning pastry chef who has honed her craft from years of training locally and abroad. A graduate of ISCAHM, she further specialized in laminated pastries and sourdough in Malaysia and Las Vegas. Bringing her refined expertise back home, she established LK

Bakery with her husband last year, where her creations continue to reflect both her skill and

passion. 

For the exclusive collaboration with PICKUP COFFEE (PRIME), Chef Kim developed

a line of savory and sweet croissants. Namely, the White Choco Matcha Croissant, Strawberry Custard Croissant, Hazelnut Caramel Croissant, Ham & Cheese Croissant, Creamy Truffle & Mushroom Croissant, and Espresso Crookie.. Seamless PICKUP Experience: Embracing tech-savviness and efficiency, customers can continue to order via the PICKUP App or use the self-ordering kiosks at the store for a grab-and-go experience, allowing customers to PICKUP fast and seamlessly.

Rapid growth and future plans PICKUP COFFEE has quickly established itself as a major player in the Philippine coffee scene. In just three years, the brand has grown to 400 branches nationwide, welcomed nearly half a million PICKUP App users, and sold over 40 million cups to date—each one adding to a growing community built on PICKUP moments.

“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,” notes Francis Flores, PICKUP COFFEE

President and CEO.

“It’s all part of our continued growth and commitment to giving our customerstop-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.

”

Your PRIME Experience Awaits!

PICKUP COFFEE invites everyone to visit PICKUP PRIME at SM Seaside City Cebu and be among the

first to experience their first-ever flagship store. To celebrate, customers can get 25% off (with a

minimum spend of PHP 300) on all orders made through the PICKUP App from June 21 to July 5.

Don’t miss out—experience PICKUP PRIME now!

Donny Pangilinan is PICKUP COFFEE celebrity ambassador

Donny Pangilinan Joins the PICKUP COFFEE Family as Their Newest Brand Ambassador.

Established in 2022, PICKUP COFFEE is redefining the coffee experience in the Philippine coffee scene. With over 300 branches nationwide and 20 million cups sold—including 3 million cups of its iconic Kape Kastila—PICKUP COFFEE has cementedbits role as a key player in delivering premium yet surprisingly affordable coffee to Filipinos.

On February 5, PICKUP COFFEE celebrated a milestone moment during its Welcoming Event at SM Megamall Fashion Hall, where the brand unveiled its newest endorser, Donny Pangilinan, and showcased its signature handcrafted beverages. During the event, Francis Flores, PICKUP COFFEE’s Country CEO, highlighted the company’s mission:

“Since we launched in February 2022, our team has remained steadfast in achieving our mission—to UPlift everyone through delicious, high-quality, and surprisingly affordable beverages, everywhere, one PICKUP at a time.”

Donny Pangilinan’s introduction was a major highlight of the program, complete with a playful backstage search that built excitement among fans in attendance. Sharing the stage with PICKUP COFFEE’s iconic beverages, Donny expressed his enthusiasm: “Saying yes tobjoining the PICKUP COFFEE family was easy. They’ve perfected the balance of premiumquality and affordability—it’s something you don’t see every day. It's become my go-to because it just hits the spot every time.

Known for its bean-to-cup promise, PICKUP COFFEE espresso-based beverages arelbmade with 100% Arabica beans and a double shot of espresso, ensuring bold, rich flavor in every sip. Fans got to witness this firsthand during a live demo, where Donny prepared perfect espresso shots and served Kape Kastilas to lucky audience members.

At the heart of the celebration were PICKUP COFFEE’s renowned PICKUP Signatures: the rich and velvety Kape Kastila, the smooth and indulgent White Mocha, the sweet and bold Caramel Macchiato, and the creamy PICKUP Crème Latte. These crowd favoritesvunderscore the brand’s dedication to serving beverages that cater to every coffee lover’s palate.

PICKUP COFFEE continues to make premium coffee experiences accessible to all, proving that quality doesn’t have to break the bank. From its beverages to its latest partnership with Donny Pangilinan, PICKUP COFFEE continues to prove why #ItsBetterEspresso