MANILA, PHILIPPINES – The country’s fastest-growing homegrown coffee chain, PICKUP COFFEE, has unveiled its newest milestone: the opening of its largest branch and the first-ever PICKUP PRIME in Metro Manila at Ayala Malls Vertis North.
The launch marks another leap forward for the brand, which has captured the hearts of millions with its “FEEL THE PICKUP” campaign — a movement centered on uplifting everyday moments through great coffee, good energy, and real connections.
“This is such a special milestone for PICKUP COFFEE — our biggest and very first PICKUP PRIME store here in Metro Manila,” says Bien Lee, PICKUP COFFEE Co-founder and Chief Brand Officer. “I can’t wait to see all the moments of UPlift this store will bring to the PICKUP community.”
Multimedia superstar and proud PICKUP COFFEE brand ambassador, Anne Curtis, graced the launch and shared, “What I’ve always loved about PICKUP is their purpose to UPlift everyone, everywhere, and it makes me proud to see that purpose come to life in milestones like this.”
Following the debut of PICKUP PRIME in Metro Cebu, the new Vertis North flagship reinforces the brand’s commitment to scaling innovation while staying true to its roots: delivering high-quality, affordable coffee paired with feel-good energy.
“At PICKUP COFFEE, we are so proud to have grown at such an unprecedented rate — over 400 company-owned branches nationwide in just three years – making us the fastest-growing Filipino coffee chain,” said Rami Chahwan, Country President and CEO, PICKUP COFFEE.
Francis Flores, PICKUP COFFEE Global Managing Director, shared, “Together with all of you, we’ve served more than 40 million cups of coffee. That’s 40 million uplifting moments — and we are only just getting started.”
Designed in collaboration with DEFT, a Hong Kong-based studio known for innovative architecture and interiors, PICKUP PRIME Vertis North exudes a premium yet welcoming atmosphere. The space is enhanced by custom artworks from local talents Dondi Fernandez and Jesse Camacho, whose playful pieces bring the brand’s youthful energy to life.
Adding a modern twist, the store introduces an interactive mirror photobooth, inviting customers to capture and share their PICKUP moments instantly. Guests can also enjoy a seamless digital experience through self-service kiosks and the PICKUP App, which offers loyalty perks via the PICKUP Club.
To mark its debut, PICKUP PRIME Vertis North rolls out an exclusive lineup of specialty drinks and pastries. Customers can enjoy inventive coffee creations like the Americano Orange Sunrise, Sea Salt Biscoff Latte, Tiramisu Latte, and Golden Buttercream Latte, alongside indulgent espresso soft-serve twists such as the Kape Kastila Swirl and Americano Affogato Swirl.
On the pastry side, PICKUP COFFEE has partnered with celebrated home baker Ricardo Guninto of 5G Coffee House to bring handcrafted delights such as Classic Croissant, Dulce Ensaymada Croissant Roll, and Ham and Cheese Croissant, complemented by indulgent cookies.
To celebrate the launch, customers can enjoy 25% off all orders via the PICKUP App (with a minimum spend of PHP 300) from August 30 to September 12, 2025.
