Local favorite Pickup Coffee just marked its fourth birthday — and it’s looking ahead with as much energy as the espresso in its cups.

Since its 2022 launch, the Filipino coffee brand has rapidly become a familiar sight across the Philippines, known for its affordable drinks, signature green carts and consistently expanding presence.

This year, Pickup celebrated by hitting 500 branches nationwide — a milestone that underscores how deeply it is woven into daily routines, from morning pickups to midafternoon boosts. 

But it’s not stopping there. Fans of the brand have something new to be excited about: franchising is officially open in 2026, a big shift for the brand that until recently operated mostly companyowned outlets. 

Interest is growing among entrepreneurs looking to bring the concept to more neighborhoods —and Pickup is expected to showcase these opportunities at franchise events this year.

Another big change is that the brand is moving beyond its grabandgo roots. The company is planning sitdown spaces where customers can linger over their coffee, with the first of these physical café concepts already underway at KPMG Paseo. Sitin environments like this suggest the brand wants to balance convenience with comfort.

On the menu side, the label is keeping things fresh. Alongside crowd favorites, the brand is teasing proteininfused drinks and a new flavor in its juice lineup — likely to appeal to healthminded customers and those looking for something beyond traditional coffee.

Tech and service are also getting upgrades. The brand’s app has been redesigned to be simpler and more intuitive, making ordering smoother and supporting new features like loyalty perks and rewards that make repeat visits more rewarding.

As the brand enters its fifth year, the brand seems focused on more ways to connect — with coffee lovers, with entrepreneurs through franchising; and with communities through physical spaces where people can truly relax and enjoy their brews.