PickUp Coffee
PickUp Coffee is a Philippine tech-enabled coffee chain operating 500+ stores across carts, kiosks, cafés, and PRIME flagships. It serves mass-market Filipino consumers with affordable premium espresso beverages via its proprietary PICKUP App and tiered PICKUP Club loyalty program, and recently launched franchising and a Mexico footprint.
- Company typePrivate
- Founded2022
- HeadquartersTaguig, Philippines
- Headcount101–250
- GTM typeB2C
- OfferingServices
What PickUp Coffee does
PickUp Coffee (legal entity: STARBREAKER CORP.) is a Philippine-founded, tech-enabled coffee chain launched in February 2022 with a stated mission to make premium espresso accessible and affordable to mass-market Filipino consumers. The company serves students, young professionals, and everyday coffee drinkers seeking grab-and-go quality beverages without premium pricing, and has expanded into secondary segments including franchise investors and event organizers. Its international footprint includes approximately 50 stores in Mexico alongside its domestic base.
The product portfolio centers on espresso-based beverages made with 100% Arabica beans, freshly roasted daily, with a double shot per cup. The core retail formats — PICKUP Cart (12-30 sqm), PICKUP Kiosk (12-30 sqm), PICKUP Café (30-80 sqm), and PICKUP PRIME flagship (60-180 sqm) — allow flexible placement across diverse locations. Sub-brands include ProteinUp (protein-fortified drinks with Wheyl, up to 20g protein, ₱145-₱175) and seasonal limited-edition collaborations (e.g., Auro Pistachio Chocolate Milk). The PICKUP App is the central digital platform, supporting order-ahead, in-app payment via GCash, Maya, and cards, and the PICKUP Club tiered loyalty program (Bronze, Silver, Gold, Emerald). No public API, SDK, or AI capabilities are documented.
Revenue is generated primarily through direct retail beverage and food sales across company-owned stores (transaction-based), supplemented by event catering (PICKUP Cart) and — following the May 2026 franchise launch — franchise fees and ongoing royalties across three investment tiers (₱2M and below, ₱4-6M, ₱6M+). Distribution extends to GrabFood and Foodpanda for delivery. The company has raised $46M+ across disclosed rounds ($6M in Sept 2022, $40M led by Go-Ventures and Argor Capital in April 2023) plus up to $8M in convertible notes in March 2026. Leadership includes Rami Chahwan (Country President & CEO), Bien Lee (Co-founder & Chief Brand Officer), and Francis Flores (Global Managing Director); Jaime González Fernández is identified as co-founder linked to the Mexico entity. The company is not publicly listed, is registered as a corporation in the Philippines, and has no parent company disclosed.
PickUp Coffee firmographics
Firmographics- Name
- PickUp Coffee
- Legal name
- STARBREAKER CORP.
- Website
- https://pickup-coffee.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PickUp Coffee is a Philippine tech-enabled coffee chain operating 500+ stores across carts, kiosks, cafés, and PRIME flagships. It serves mass-market Filipino consumers with affordable premium espresso beverages via its proprietary PICKUP App and tiered PICKUP Club loyalty program, and recently launched franchising and a Mexico footprint.
- Ownership category
- akta.pro rank
PickUp Coffee industry classification
Industry- Product category
- Specialty Coffee Retail
- NAICS
- Snack and Nonalcoholic Beverage Bars (722515), Coffee and Tea Manufacturing (31192)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Coffee Chains & Franchise Cafes (THAFADAB)
- akta.pro secondary industries
- Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG), DTC Beverage Delivery (Alcoholic & Non-Alcoholic) (AFAIANAK)
Keywords
Where PickUp Coffee is headquartered
LocationHeadquarters
- HQ city
- Taguig
- HQ country
- Philippines
- HQ region
- Asia
Offices4 records
Markets served
PickUp Coffee business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Beverage Sales: Direct sales of coffee beverages and food items through company-owned and franchise stores across Philippines and international locations (Mexico). Revenue from in-store purchases, takeaway, and delivery orders placed via app or third-party platforms.
- Franchise Fees: Revenue from franchising program launched May 2026. Franchise partners invest in store setup with projected payback period of 18-24 months. Investment tiers: 2M and below, 4-6M, 6M and up.
- PICKUP Club Loyalty Program: Points-based loyalty system where customers earn points for purchases. Points can be redeemed for discount vouchers, cashback, or merchandise. Free to join.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | ProteinUp beverages priced at ₱145-₱175 |
| Unit Pricing | Pay-as-you-go | Seasonal holiday beverages |
| Unit Pricing | Pay-as-you-go | Auro Pistachio Chocolate Milk collaboration |
| One time/ perpetual license | Multi-year contract | Franchise investment options |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
PickUp Coffee product offering
Product offeringCore offering
PickUp Coffee operates a Philippine-based specialty espresso beverage retail chain under the trade name "PICKUP" (legal entity STARBREAKER CORP.), selling premium espresso-based drinks across multiple accessible store formats including carts, kiosks, cafés, and flagship PRIME locations. The company complements its physical retail with a proprietary mobile app for ordering and loyalty rewards, a protein-enriched sub-line (ProteinUp), and a newly launched franchise program for domestic and international expansion.
Product overview
PickUp Coffee operates as a tech-enabled Philippine coffee chain with a multi-format portfolio anchored by a core mobile ordering ecosystem. The primary offering is PICKUP Coffee — affordable espresso-based beverages sold through signature green carts, kiosks, cafés, and PRIME flagship stores. The PICKUP App serves as the central digital platform for ordering, payment (GCash, Maya, cards), and loyalty engagement through the PICKUP Club tiered rewards program. Product extensions include ProteinUp (protein-fortified drinks with Wheyl) and seasonal limited-edition collaborations. The brand recently launched a franchise program (May 2026) to accelerate expansion beyond its 500+ company-owned locations.
Differentiator
Problem solved
Functional benefit
Brands
- PickUp PRIME: Full café format flagship store offering elevated coffee experience with exclusive beverages, delectable bites, self-service kiosks, and interactive mirror photobooth. Locations include SM Seaside City Cebu and Ayala Malls Vertis North.
- ProteinUp
- PICKUP Club
Products and services
- PICKUP App
- ProteinUp Beverages
- PICKUP PRIME Flagship Café
- PICKUP Franchise Program
- PickUp Cart Event Catering
- Pickup Orange Americano
Companies that use PickUp Coffee
Customer profileSegments3 records
Ideal customer profiles3 records
PickUp Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
PickUp Coffee partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Winnie Wong (Pouf World Founder)minorCollaboration for 2026 Everyday Planner through revamped PICKUP Quests. 12 artists featured including Jappy Agoncillo, Glendford Lumbao, Anina Rubio, and others.
- Dondi Fernandez and Jesse CamachominorFilipino artists who created custom-designed art pieces for PICKUP PRIME Ayala Malls Vertis North, reflecting their distinct styles and bringing PICKUP COFFEE spirit to life.
- 5G Coffee House / Ricardo GunintominorSelf-taught baker partnership for PICKUP PRIME Vertis North. Provides hand-crafted pastries including Classic Croissant, Pain Au Chocolat, Dulce Ensaymada Croissant Roll, Ham and Cheese Croissant, and cookies.
- Auro ChocolatecoreCollaboration for Auro Pistachio Chocolate Milk limited-edition beverage (₱99). Both brands share commitment to innovation, quality, and Filipino craftsmanship. Product launched March 12, 2025 as part of PICKUP COFFEE's 3rd anniversary celebrations.
- Secret FreshminorCollaboration for limited edition anniversary shirts (black and white) featuring art by Winnie Yip Xin Wei. Sold in select PICKUP COFFEE branches and at Secret Fresh HQ.
- Winnie Wong (WINNIEYIPPIE)minorArtist collaboration for 3rd anniversary collection. Created PICKUP COFFEE x WINNIEYIPPIE Collectible BBG Toy (100 pieces). Also collaborated on 2026 Everyday Planner with Pouf World Founder Winnie Wong.
Scale indicators8 records
Recent moves9 records
Expansion highlights7 records
PickUp Coffee competitors and assessment
Company assessmentDirect peers
- Tim Hortons Philippines: Canadian coffee chain franchised in the Philippines with a growing store base. Directly comparable on grab-and-go espresso, value pricing, mall-led real estate, and franchise expansion strategy.
- J.CO Donuts & Coffee: Indonesian-origin café chain with strong Southeast Asia presence including the Philippines. Comparable on multi-format cafés, coffee + bakery combo offering, and youth-focused brand positioning.
- Bo's Coffee: The largest homegrown Philippine coffee chain and PickUp's most direct domestic competitor. Both target mass-market Filipino consumers with affordable espresso beverages across multiple store formats in malls and high streets.
- Figaro Coffee: Filipino-founded coffee chain serving espresso-based drinks across mall-based cafés. Comparable as a domestic specialty coffee competitor with similar mid-tier price positioning and café format.
- Dunkin' Philippines: Long-standing Philippine coffee and donuts franchise chain. Comparable on affordable espresso beverages, strong grab-and-go culture, nationwide footprint, and franchise-driven expansion.
Broad incumbents
- Starbucks Philippines: Global coffee incumbent operating hundreds of Philippine stores. While positioned at a higher price tier, it competes for the same daily-occasion coffee consumer and mall real estate that PickUp targets.
- Luckin Coffee: China's largest tech-enabled coffee chain with a heavily app-driven, value-priced, grab-and-go model. The closest global analogue to PickUp's mobile-first, loyalty-anchored, small-format mass-market approach.
- The Coffee Bean & Tea Leaf: Established international specialty coffee chain with significant Philippine presence. Comparable as a premium-positioned café operator but at a higher price point than PickUp's mass-market positioning.
Regional players
- Krispy Kreme Philippines: International doughnut-and-coffee chain with mall-based Philippine locations. Comparable on the combined coffee + sweet-treat offering, mall real estate strategy, and mass-market Filipino consumer base.
Emerging players
- Black Canyon Coffee: Thai coffee chain expanding across Southeast Asia with a franchise-led model. Comparable as an emerging regional coffee chain pursuing multi-country expansion with value-tier espresso offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PickUp Coffee social profiles
Digital presencePickUp Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
PickUp Coffee leadership team
Management profileNumber of profiles
Profiles7 records
PickUp Coffee funding detail
Funding detailFunding overview
Funding rounds2 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PickUp Coffee M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PickUp Coffee
What does PickUp Coffee do?
PickUp Coffee operates a Philippine-based specialty espresso beverage retail chain under the trade name "PICKUP" (legal entity STARBREAKER CORP.), selling premium espresso-based drinks across multiple accessible store formats including carts, kiosks, cafés, and flagship PRIME locations. The company complements its physical retail with a proprietary mobile app for ordering and loyalty rewards, a protein-enriched sub-line (ProteinUp), and a newly launched franchise program for domestic and international expansion.
Is PickUp Coffee a public or private company?
PickUp Coffee is a private company. It is classified as venture growth investor backed and is currently operating.
When was PickUp Coffee founded?
PickUp Coffee was founded in 2022. It employs 101 to 250 people.
Where is PickUp Coffee based?
PickUp Coffee is headquartered in Taguig, Philippines, in the Asia region.
How does PickUp Coffee make money?
Three revenue lines are on record. Retail Beverage Sales are the primary driver. The others are franchise Fees and PICKUP Club Loyalty Program.
Who are PickUp Coffee's main competitors?
Direct peers on record are Tim Hortons Philippines, J.CO Donuts & Coffee, Bo's Coffee, Figaro Coffee and Dunkin' Philippines. Broad incumbents are Starbucks Philippines, Luckin Coffee and The Coffee Bean & Tea Leaf. Krispy Kreme Philippines is listed as a regional player. Black Canyon Coffee is listed as an emerging player.
Does PickUp Coffee have an API?
No public API is recorded for PickUp Coffee.
What industry is PickUp Coffee in?
PickUp Coffee's product category is Specialty Coffee Retail. Its primary akta.pro industry code is THAFADAB, Coffee Chains & Franchise Cafes, with a secondary code of THAFADAG, Cafe-Bakeries (Coffee + Pastry Focus). Its NAICS code is 722515 and its SIC code is 5810.