Outlining his short-term goals, Flores said he would work to enhance the value-focused coffee chain’s brand equity, scale its to-go store footprint and improve the operator’s digital loyalty scheme
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Francis Flores (left) and a Pickup Coffee store in the Paseo de Magallanes Commercial Center | Photo credit: LinkedIn/Facebook
Filipino coffee chain Pickup Coffee has appointed former Jollibee Food Corp (JFC) executive Francis Flores as its new CEO.
Flores told Quezon City-based news agency MarketTech APAC that his focus will be on driving Pickup Coffee’s brand equity by highlighting the chain’s value-for-money and premium quality coffee.
Pickup Coffee currently offers espresso-based beverages from ₱50 ($0.89) with a ceiling price of ₱100 ($1.77).
He will also seek to scale Pickup Coffee’s to-go focused store footprint – which currently comprises 222 outlets, including flagship stores, 24-hour locations, coffee carts and delivery-only cloud kitchens – and grow the brand’s loyalty membership and app adoption.
Flores started his career at fast-moving consumer goods (FMCG) giant Unilever – where he held several marketing, sales and brand manager roles – before joining Filipino food group JFC in October 2007 as Marketing Director of Greenwich Pizza.
He assumed the role of President for Dunkin’ China in January 2015 before being named JFC’s Global Brand Chief Marketing Officer and Philippines Country Marketing Head in August 2015 – a position he held until June 2022.
Founded in March 2022 by Jaime Gonzales and Diego Lorenzo, Pickup Coffee opened its first physical store in Bonifacio Global City the following June. Lorenzo has been serving as CEO of the coffee chain since its inception.
In April 2023, Pickup Coffee raised $26.7m in a Series A1 investment round which valued the chain at $119.5m.