The Jakarta-based coffee chain debuted in the Philippines in April 2024 and is seeking to reach 100 stores across the Southeast Asian country by the end of this year
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Tomoro Coffee head office staff, including Global Chief Marketing Officer Nikki Chen (far left), Global Vice-President Fish Sun (third left) and CEO Yuan Xingwei (second right), at the ribbon cutting event for the new store | Photo credit: Tomoro Coffee
Indonesia’s Tomoro Coffee will invest $10m to kickstart outlet growth in the Philippines and is seeking franchise partners to support its plans to reach 100 stores by the end of 2024.
The ATM Capital-backed coffee chain opened its first store in the Philippines in April 2024 at the Wynn Plaza apartment complex in Manila. Tomoro Coffee unveiled a three-story flagship site at Far Eastern University on 13 June 2024 – its fifth site in the Southeast Asian country.
World Coffee Portal’s Project Café East Asia 2024 report shows the Filipino branded coffee shop market comprises more than 3,200 outlets, led by the US chains Dunkin’ and Mister Donuts with 800 and 633 stores respectively.
However, convenience-focused domestic operators Pickup Coffee and But First, Coffee are also planning significant outlet growth this year, while Malaysian brand ZUS Coffee is seeking to scale from 16 stores in the Philippines to 150 by the end of 2024.
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Tomoro Coffee opened its first store in Jakarta in August 2022 and has rapidly scaled to more than 500 outlets across Indonesia. The coffee chain made its international debut in China in November 2023 with a store in Shanghai before launching in Singapore in February 2024 with an outlet at the National University of Singapore (NUS) Business School.
In May 2024, the fast-growing operator opened its first roastery in Jakarta, capable of producing 2,400 tons of coffee annually. In a press release, Tomoro Coffee said the roastery will supply its stores with fresh coffee every 10 days and support plans to reach 1,000 stores across Southeast Asia within the next 12 months.