Jaime González and Bien Lee on revolutionizing Filipino coffee culture with their fast-growing grab-and-go concept that’s making premium espresso accessible across the archipelago.
From the get-go, PICKUP COFFEE has been about accessibility, with a mission to serve delicious, affordable beverages everywhere, one cup at a time. In under three years, the home-grown start-up has expanded to over 350 branches across the Philippines, redefining how Filipinos experience coffee.
In this exclusive conversation with Lifestyle Asia, we talked with two of the co-founders behind this caffeine-charged movement: Jaime González and Bien Lee.
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How did you meet and decide to start PICKUP COFFEE?
Jaime: Diego Lorenzo [one of our co-founders] introduced the team to each other—he knew each of us individually and brought us together.
Bien: As avid coffee drinkers, we spent a significant portion of our income on coffee. We saw this as a large pain point for ourselves and Filipinos in general. That’s what inspired us to start PICKUP COFFEE. We started thinking of ways to offer espresso-based beverages at a price point that wouldn’t hurt your wallet. That’s when we came up with the idea of a grab-and-go concept to minimize operating costs and pass the savings along to customers.
Tell us about your backgrounds. Where did you grow up, and what did you study?
Bien: I grew up in Cebu and went to De La Salle University, where I majored in Marketing Management. But honestly, I’ve learned more about marketing through my work experience. I was involved in my mom’s business at a young age and gained a lot from mentors like Mitos Borromeo and Francis Del Val.
Jaime: I was born in a small town in Northern Spain, near León, surrounded by animals, mountains, and rivers. I played handball for the Spanish national team, studied aerospace and mechanical engineering, and later did an MBA at Harvard Business School.
How did you come up with the name PICKUP COFFEE?
Bien: “Pickup” is a call to action, since we’re primarily grab-and-go. “Pickup” also means to uplift—the emotional mission of our brand.
What roles did each of you take on in the early days?
Bien: I led brand development, plus commercials and marketing. Diego handled our corporate P&L and strategy as CEO. Kiko [Miguel Macaalay, one of our co-founders] led product development and operations. Jaime took charge of in-house construction and expansion. We divided and conquered, made quick decisions, and trusted each other to do our part.
Jaime: Most things were new to us, so we had to adapt fast. Thankfully, we were always flexible and able to pivot quickly.
What challenges did you face early on?
Bien: In the beginning, we had limited resources and only ourselves to make things happen. It was difficult to hire people when few knew about PICKUP. We’re grateful to the early team members who believed in our vision. As we grew, we onboarded professionals with decades of QSR [Quick Service Restaurant] experience, but we’re all still very much involved, ensuring PICKUP continues to grow in the direction we envisioned.
How did you market PICKUP when you were just starting out?
Bien: I didn’t start with a set strategy. What worked was figuring things out with a small team that believed in the vision. We moved fast, trusted our instincts, and focused on clear goals: make people know who PICKUP COFFEE is, get them to try our drinks, and show them they’re surprisingly affordable.
We didn’t pay for reviews—we asked friends and influencers for honest feedback and shared that authentically. To this day, we stick to our promise: we’re not the cheapest, but we offer real value. Holding a cup of PICKUP doesn’t mean you’re nagtitipid—it means you made the smarter choice.
What sets PICKUP COFFEE apart from other coffee shops?
Bien: PICKUP COFFEE is a disruptor. We made espresso-based beverages more accessible—before, those drinks were typically ₱120 to ₱200.
Jaime: We also pioneered the grab-and-go coffee format. Our products are not only accessible in terms of price, but in proximity—we’ve opened 300 branches in under three years, which is unprecedented growth in the Philippines.
What are your go-to drinks on the PICKUP menu?
Bien: It’s tough to choose! I’d say it’s a tie between Kape Kastila (Spanish Latte) and Kape Sua Da (Vietnamese Latte). I also love the Lychee Iced Tea, Hot White Mocha Latte, and Hot White Chocolate Matcha. They’re all so good.
Jaime: Since I’m Spanish, I have to recommend the Spanish Latte—our best seller. But my favorite depends on the time of day. In the morning, I like an upside Iced Latte with an extra shot. After lunch, Matcha. On weekends, especially before heading out of town, I love our signature drinks—especially the Nutellate.
How has PICKUP influenced your wellness habits?
Bien: I’ve always prioritized taking care of myself, so that hasn’t changed. It’s hard to do good work or be in a positive mindset if you’re not taking care of yourself or doing things you genuinely enjoy. That’s always been a constant for me—both personally and professionally.
Jaime: PICKUP lets me customize my drink based on what I need—different milks, sweetness levels. After a workout, I go for something that gives me energy and helps me start the day strong.
What does a typical day look like for you?
Bien: I try to be in the office as much as I can to stay close to the team and make quick decisions. Right now, I’m focused on building brand guidelines to ensure consistency as we evolve and make sure everyone internally knows our mission and core values.
Jaime: Every day is different, but our mission and culture remain constant. Some days I’m in the office, attending review meetings or checking dashboards. Other days, I’m in the field getting a firsthand pulse of operations. As long as we’re guided by our principles, we’re on the right path.
How do you stay inspired?
Bien: Inspiration can’t be forced—you need passion and genuine interest. I find the best ideas come when we’re not overanalyzing, when we’re relaxed and playful. Also, being around like-minded people makes the work not just productive, but fun. During tough times, I try to shift my perspective. Instead of thinking, “I have to do this,” I remind myself, “I get to do this.”
Jaime: Spending time with our PICKUP team is my biggest source of motivation. I also travel from time to time to visit other coffee shops abroad and stay updated on global trends. That keeps the ideas flowing.
What’s the best advice you’ve received?
Bien: One of my mentors advised me to marry someone who shares my core values. That advice has shaped how I choose my relationships, my career path, and who I go into business with. When I’ve gone against that gut feel, things usually don’t work out.
Jaime: Always keep your eyes open, be resourceful, and react quickly. Learn fast, adapt, and never make the same mistake twice.
What has running PICKUP taught you about yourselves?
Bien: I’d say my greatest strength is that I’m easy to work with. I don’t shy away from tough conversations, but I’m approachable. People feel comfortable collaborating with me, and that brings clarity and results.
Jaime: It’s taught me that you need to be surrounded by the best people. That’s the only way to build something great. I’m hands-on, resourceful, and quick to learn—that’s what’s helped me most as a business owner.
What’s next for PICKUP COFFEE?
Bien and Jaime: We have big dreams. Right now, we’re focused on growing in the Philippines, but we aspire to bring PICKUP COFFEE to other markets and eventually become a multinational fast-beverage brand that Filipinos can be proud of.
Photos courtesy of PICKUP COFFEE.
