Coffee Project, known for its world-class interiors paired with premium food and drink offerings, is expanding its diverse café and dining concepts to meet growing demand in the competitive local coffee industry.
Coffee Project Group, under the leadership of Manny Villar, is setting its sights on a bold goal: reaching 300 stores nationwide by 2027. Currently, the group operates 158 branches spread across Luzon, Visayas, and Mindanao, encompassing 15 distinct brands.
Priorities: Quality, Value & Store Ambience
The brand’s strategy hinges on delivering value without compromise. According to Villar, customers have responded positively to recent improvements in pricing, food & drink quality, and consistency.
Equally important is the aesthetic experience: visually appealing store interiors are a hallmark, contributing to repeat patronage and brand loyalty.
Menu Innovation & New Flavors
To stay ahead in the competitive café industry, Coffee Project is refreshing its offerings. Two new series highlight this push forward:
Sweet Origins – Evoking nostalgia with blends like Coconut Corn Milk and Chocolate Rice Latte.
Coffee Project Black – Introducing bolder, adventurous flavors including Espresso Lemon Drops and the Malty Mocaccino.
Diverse Concepts Under One Umbrella
Beyond its flagship cafés, Coffee Project Group has developed several sub-brands targeting different market segments:
Dear Joe – Health-conscious customers get fresh fruit juices, fruit-based blends, and even interactive features like Bike & Blend where patrons pedal to blend their smoothie.
Caffeena – Focused on locations with students and younger audiences, it features sweeter drinks and convenient settings. New branches are opening in areas like Tanza, EVIA, and Sta. Rosa.
Other concepts include bakery & pastry brands (Bread Basket, Bake My Day), savory quick-service options (Chicken Deli, AllAmerican, Boston Chicken), plus lifestyle café brands and casual dining spots that serve Filipino-themed, heritage or immersive experiences (e.g. Balustre in Tagaytay).
The Big Project
Villar sums up the approach simply: the expansion to 300 stores is attainable, and even surpassable, provided customer demand continues. The group believes that with repeat business, innovative concepts, and commitment to both ambience and menu, their growth trajectory will remain strong.
