When Pick Up Coffee began opening locations across Metro Manila in 2022, most outsiders assumed the company’s fast expansion was driven by funding, first-mover advantage, or smart timing during the delivery boom.
But according to co-founder Jaime Gonzalez Fernandez, those were secondary. The real secret? Company culture.
“It takes a lot of effort and time to set the culture,” Fernandez said in an interview with Financial Adviser PH. “But once it’s set, everybody’s collective effort becomes more fluid and efficient.”
That intentional focus on culture—especially in the brand’s earliest days—helped Pick Up Coffee scale operations, train teams quickly, and deliver consistent service even as new locations launched at a rapid pace.
Culture Before Campaigns
While many startups begin by rushing to market, Fernandez and his team chose to be deliberate about how they built the internal DNA of the company.
“Everyone thinks speed is the most important thing,” he explained. “But scaling a business without shared values is like pouring water into a broken cup.”
Pick Up Coffee, known for delivering high-quality espresso drinks at affordable prices, built its internal systems to reflect its external promise: consistency, accessibility, and a deep sense of care.
From hiring frontline staff to training store leads, every aspect of the business was designed to reflect a culture that prioritized service quality and human connection—before growth targets.
Hiring for Alignment, Not Just Experience
Fernandez admits that hiring has been one of the most difficult challenges during rapid expansion.
“You don’t always get it right. But you learn from each decision,” he told Financial Adviser PH.
Instead of rushing to fill roles, the team began using internal data—like employee retention, store performance, and customer satisfaction scores—to identify what traits made a successful team member.
The result? A more predictive hiring process that supports the company’s culture instead of compromising it for speed.
“We’re not just building a coffee chain,” he said. “We’re building a brand where every interaction matters.”
Culture That Scales
For Fernandez, the biggest misconception among entrepreneurs is that culture is “soft” or secondary to strategy.
“It’s the opposite,” he said. “Culture is the invisible engine that drives everything—especially when you’re scaling fast.”
At Pick Up Coffee, culture affects how quickly a new store becomes operational, how efficiently teams train, and how consistently customers experience the brand—whether they visit a kiosk in Quezon City or Makati.
The payoff? A loyal, returning customer base and a workforce that grows with pride, not pressure.
What Entrepreneurs Can Learn
While many founders fixate on marketing hacks or operational tools, Fernandez encourages young entrepreneurs to zoom out.
“Culture doesn’t just happen. You build it—or your team builds something else without you,” he said.
He emphasizes that early-stage leaders should define values, lead by example, and communicate expectations clearly—not just through handbooks, but through daily actions.
“Once people understand the ‘why,’ they own the ‘how,’” he shared with Financial Adviser PH.
Built to Last
As Pick Up Coffee continues to expand, Fernandez remains committed to scaling in a way that protects the integrity of the brand—and the people behind it.
“We didn’t start this just to grow fast,” he said. “We started it to grow right.”
That philosophy is what sets Pick Up Coffee apart in a crowded F&B space. And it’s a timely reminder that when culture is your foundation, growth becomes the byproduct—not the goal.
