MANILA, PHILIPPINES – Today, access to premium coffee is anything but scarce. In Imus, Cavite alone, where I live, I can choose from at least four coffee shops nearby for my daily iced Spanish latte fix — not counting the five more within a short delivery radius on my food app.
Yet, despite the options, I stick to my ritual. Every morning, I head to the PICKUP COFFEE kiosk just downstairs from my home gym and order my usual Kape Kastila, swapped for oat or soy milk. On days when I feel like rewarding myself after a good pump. It’s a simple, sustainable routine that never fails to lift my mood and power me through the day — proof that even the smallest habits can yield a big impact.
Last July 22, 2025 at Calle 9465 in Parañaque City, PICKUP COFFEE carried that same spirit into an intimate degustation dinner, an evening hosted by Daniel Faustino, designed to embody their purpose: to uplift, one meaningful moment at a time.
Brewing growth and sustained impact
PICKUP COFFEE President Francis Flores opened the night by sharing a milestone that speaks volumes about the brand’s impact. “We have already served more than 40 million cups of coffee — that’s almost half of our population. And that also means 40 million uplifting moments,” Francis said. “We’re just getting started, and we see exciting times ahead.”
In just three years, PICKUP COFFEE has grown from a bold idea into something far bigger than the team ever imagined. Today, with over 400 stores nationwide — and an average of 20 new openings every month — the brand’s growth shows no sign of slowing.
The evening also marked the launch of PICKUP COFFEE’s newest campaign, “Feel The PICKUP” — a celebration of the brand’s core belief that everyday moments, big or small, can lift us up. The campaign was developed by Manila-based social good agency The Lennon Group, led by Founder & Creative Chief Raymund Sison.
Introducing the campaign, PICKUP COFFEE Co-founder and Chief Brand Officer Bien Lee emphasized the deeper mission behind it, pointing to the brand’s purpose of celebrating both the ordinary and extraordinary moments of life.
“Feel the PICKUP captures the heart of what we do and why we do it — our mission and bigger purpose: to uplift everyone, everywhere, one PICKUP at a time. In a world that’s always rushing toward the next big moment, we invite everyone to pause and rediscover the feel-good uplifts in the everyday — like picking up a cup of coffee,” Bien added.
The team also launched their newest offerings, the PICKUP Frappes and their new and improved app, where users can enjoy limited edition deals and be part of the PICKUP Club, the brand’s newest loyalty program that lets users claim delivery discounts, birthday treats, monthsary treats, and purchase exclusive merchandise.
Scaling impact through moments that matter
The evening began with Calle 9465’s Head Chef Adrian Balanlayos‘ invitation to pause, reflect, and savor life’s small victories. The intimate gathering was a timely reminder that uplifting moments don’t have to be grand gestures or elaborate spectacles. They can be found in the quiet satisfaction of completing your daily routine, in the shared warmth of a home-cooked dish, or in the simple joy of a perfectly brewed cup of coffee.
Between courses, Daniel invited guests to reflect on these kinds of everyday uplifts, asking questions from prompt cards they got upon entering – from “What was the last small or big thing that UPlifted you?” to “What was your UPlift today?” Guests share meaningful stories, underscoring how what may seem small to a person can make a difference to another.
Through this degustation, PICKUP COFFEE brought that belief to life — inviting us to savor, share, and slow down long enough to notice the small wins woven into our everyday life.
“Feel The PICKUP” goes beyond words; it’s an invitation to find joy in the present, to let even the smallest moments lift you up.
Join the #FEELTHEPICKUP Challenge! Share a video that starts with “Here’s what PICKED me UP this week” and share a little thing that made your day like grabbing coffee, listening to your favorite music, cuddling with pets, or a text from your mom. Then, pass it on by challenging your friends to share theirs!
