When Jaime Gonzalez Fernandez co-founded Pick Up Coffee during the pandemic in 2022, the goal wasn’t just to sell lattes. It was to build a brand that could uplift people, democratize good coffee, and—eventually—represent the Philippines on the global map.
“We weren’t just thinking of opening a few branches,” Fernandez told Financial Adviser PH. “We always had the bigger picture in mind. We wanted to build something proudly Filipino, but globally scalable.”
That mindset has shaped every decision since.
A Homegrown Brand With Global Standards
Pick Up Coffee started with a mission to provide high-quality, affordable espresso drinks—served fast and with consistency. The team knew they had to master the basics before dreaming big.
“Quality is non-negotiable. Just because we’re affordable doesn’t mean we cut corners,” said Fernandez. “We want someone drinking our coffee in Quezon City to have the same experience as someone in Cebu—or eventually in Singapore.”
That commitment to operational excellence, systematized growth, and customer satisfaction has helped the brand scale rapidly across Metro Manila, reaching thousands of daily customers without compromising on taste or service.
Global Inspiration, Local Soul
Fernandez doesn’t hide his admiration for global coffee giants. But rather than copying them, he focused on what made Pick Up Coffee unique: Filipino values, local creativity, and mission-driven growth.
“We took inspiration from successful coffee chains abroad—but our identity is ours alone,” he said. “We’re warm, fast, and intentional. And we want our brand voice to reflect Filipino optimism and hospitality.”
That’s why the company’s tagline isn’t just marketing speak. The phrase “Uplift everyone, everywhere—one pickup at a time” guides both product design and customer service culture.
Scalable Systems for Expansion
Unlike many food and beverage startups, Pick Up Coffee was built from the start with scalability in mind. From digital ordering to store layout to hiring systems, the team invested in infrastructure that could expand efficiently.
“We designed our processes to be replicable—because if we want to go regional or global someday, we need a solid foundation,” Fernandez explained.
That forward-thinking approach is already paying off. The brand continues to open new locations with consistency and speed, earning customer trust and attracting attention from regional investors.
Why “Made in the Philippines” Is the Advantage
Fernandez sees Filipino entrepreneurship as an untapped global asset. For him, Pick Up Coffee isn’t just a personal business—it’s a proof of concept for what homegrown founders can achieve.
“We’re not just a Filipino brand—we’re proud to be one,” he emphasized in his interview with Financial Adviser PH. “We want to show the world that something built here, by Filipinos, can thrive anywhere.”
He sees Southeast Asia, the Middle East, and even parts of Europe as potential markets—not just because of the growing love for coffee, but because of the universal appeal of fast, affordable quality.
Looking Ahead: Legacy and Leadership
When asked what legacy he hopes to leave, Fernandez doesn’t talk in numbers. Instead, he talks about inspiration.
“If Pick Up Coffee can become a success story that inspires the next wave of Filipino founders to dream global, that’s the real win,” he said.
For now, he’s focused on refining the model, expanding responsibly, and staying true to the brand promise. But the long game is clear: to turn Pick Up Coffee into the first global Filipino coffee chain—built with heart, powered by systems, and rooted in purpose.
