The first-ever PICKUP Prime store in Manila has officially opened at Ayala Malls Vertis North, marking the coffee chain’s flagship presence in Luzon. The concept, which first launched in Cebu, offers customers a more elevated version of the PICKUP Coffee experience with exclusive drinks, upgraded design, and interactive features.
“For PICKUP Prime, the vision is really a space for the PICKUP Coffee community—a place where people can meet, connect, and enjoy a more elevated PICKUP Coffee experience,” said Bien Lee, co-founder and chief brand officer.
The launch also drew brand ambassador Anne Curtis, who praised PICKUP’s mission to “uplift everyone, everywhere” and called the store opening a proud moment.
A space for connection
The Vertis North location carries touches that set it apart from regular branches. Customers can order through self-service kiosks, track their drinks on digital screens, or use the PICKUP Coffee App for faster, more seamless transactions. For those who like to linger, the store also introduces an interactive mirror photo booth, a playful addition that lets guests snap photos with filters and stickers.
The interiors are a collaboration with DEFT, a Hong Kong-based design studio known for creating thoughtful, high-energy spaces. Inside, custom art pieces by Filipino artists Dondi Fernandez and Jesse Camacho reflect the brand’s youthful spirit and help bring what Lee called “a very vibrant, uplifting” atmosphere.
Prime stores also serve as a testing ground for new creations. “From time to time, we’re going to be updating the menu for the Prime exclusives,” Lee said. “So there’s always something exciting here.”
At Vertis North, these exclusives include the Tiramisu Latte, Golden Buttercream Latte, and Americano Orange Sunrise, the latter being a personal favorite of Lee’s. The menu also features indulgent swirls such as Kape Kastila Affogato, Caramel Biscoff, and Matcha Oreo.
Alongside these drinks, PICKUP partnered with self-taught baker Ricardo Guninto of 5G Coffee House to offer hand-crafted pastries like croissants, cookies, and Dulce Ensaymada Croissant Rolls.
Prime also sets itself apart by using single-origin beans—100% Arabica sourced from South America. While Lee acknowledged that local beans are part of the mix in other branches, she noted the challenges of sourcing sufficient supply to keep up with PICKUP’s scale.
Three years, 425 branches, and counting
Founded in 2022 by Lee and his partners Kiko, Diego, and Jaime, PICKUP Coffee has grown at breakneck speed. In just three years, it has opened more than 425 branches nationwide and served over 40 million cups.
Despite the scale, Lee emphasized that challenges remain, from supply chain issues to the hurdles of being a young startup. But she credits the team for keeping the company moving forward.
PICKUP Prime Vertis North is the first of its kind in Manila, and Lee confirmed there are plans for more. While details are under wraps, she said future locations will be chosen carefully. “Only a handful maybe,” she noted, pointing to areas like Makati and BGC as personal picks.
For now, customers in Quezon City can enjoy the new flagship with an introductory offer: 25% off orders made through the PICKUP Coffee App (minimum spend of P300) until September 12.
As Lee put it, “Prime is where we get to reimagine what a coffee space can be, while still staying true to what makes PICKUP special.” In opening its first Prime in Luzon, the brand is aiming to turn Vertis North into more than just a stop for caffeine—but a hub where convenience and community meet over coffee.
