Homegrown coffeeshop eyeing ASEAN expansion

CEBU, Philippines - Coffee Dream, one of the largest Cebu-based coffeeshop chains is looking at ASEAN region as its long term expansion launchpad, said the company's president Glenn O. Soco.

While its local franchise system is already in place, Soco said the company is currently studying how to properly enter the ASEAN region for franchise offering.

As the regional franchise system is being studied to polish its grand expansion plan, Soco said Coffee Dream is at the same time working on to increase and strengthen its presence in the country.

"Coffee Dream will be opening two to three stores this year. We will likewise focus on renovating our existing stores," said Soco.

According to Soco, its international venture plan will not only work in favor of the company, but it will be bringing out Philippine-grown coffee bean (products) to other countries.

There are a total of 38 branches nationwide, of which 12 branches are located in Cebu.

Coffee Dream is one of the coffee shop chains in the Philippines that is serious in developing the local coffee industry. In fact, Soco has started to partner with coffee farmers in Cebu and in other mountainous areas around the country.

Soco remains optimistic of the profitability of Philippine coffee shop market, which continuously attracts international coffee chains to enter in the country's fertile market.

"When foreign coffee brands came into the market, it didn't really affect local players because there is still room for more coffee players. In fact, their presence has helped cultivate and educate the market on gourmet or specialty coffees," he added.

He suggested that local players should concentrate not only in retail as well as in the farming aspect.

Coffee Dream started as a small kiosk in Ayala Center Cebu in 1996. Since then, Soco said his coffee shop maintains to use locally produced coffee beans. — (FREEMAN)