First PICKUP PRIME Branch Opens in SM Seaside City Cebu

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 located at the Lower Ground Floor, Mountain Wing of 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 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.”

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 ₱300) on all orders made through the PICKUP App from June 21 to July 5.

Don’t miss out—experience PICKUP PRIME now!

About PICKUP COFFEE

Founded in 2022, PICKUP COFFEE is a proudly homegrown coffee company on a mission to make premium beverages more accessible to all Filipinos. With 400 stores nationwide, it UPlifts everyone with fast, delicious, and surprisingly affordable beverages everywhere—one PICKUP at a time. PICKUP COFFEE aims to become the #1 fast beverage brand in the Philippines, creating uplifting experiences through quality, innovation, and exceptional value. For more information, visit pickup-coffee.com.

^{*This is a press release issued by DDB Philippines for PICKUP COFFEE.}