L
aunched in 2020 at the height of the Covid-19 pandemic, But First, Coffee (BFC) is the brainchild of owner Anna Magalona, who started the business from her condo in
Manila. With the world in lockdown and people separated from their loved ones, she envisioned a brand that would put community at the heart of everything it does. Trough strategic marketing and Magalona’s
personal touch, exemplified by the brand’s in-house free delivery, BFC quickly gained traction in the market. Once the fastest- growing café franchise in Metro Manila, BFC now serves customers across the Philippines with more than 200 outlets. So, what drove the brand’s rapid success?
It comes down to a combination of two things: great coffee and a strong sense of social responsibility. “Our strategy is to position the brand as
the go-to coffee destination by offering a perfect blend of quality, affordability, and community,” says Magalona. “Te brand aims to create exceptional experiences while ensuring customers have access to great- tasting beverages anytime, anywhere. Its core values center on elevating everyday moments through convenience, consistency, and a strong sense of connection with its customers.”
Drip-fed support “From the beginning, we have supported Philippine farmers by using locally sourced Barako beans, which serve as the foundation of our drip-based line and one of our best-selling drinks, the Vietnamese coffee,” she adds. “We continue to highlight and promote these products to maintain strong sales, ensuring a steady demand for local beans. Additionally, we support local suppliers by sourcing some of our ingredients from them, further contributing to the local economy.” Coffee drinking is deeply embedded in
Filipino culture – not only in the morning, but throughout the day, whether for socializing, working, or simply relaxing. Today, BFC operates 212 branches, including 182 franchise-owned and 30 corporate-owned locations. Te brand continues to innovate
is to position the brand as the go-to coffee
Our strategy
destination Anna Magalona, But First, Coffee
and expand, bringing high-quality, affordable coffee to more communities across the Philippines. Te market embraces both traditional local
beans, like Barako, and international trends such as milk-based and iced beverages. BFC has capitalized on this by offering flavorful, affordable drinks that cater to evolving consumer preferences, making premium coffee more accessible to local consumers.
The Crem de la crème In a competitive and fast-growing market, delivering a high-quality coffee experience requires more than great beans; the right equipment is just as critical, which is why the Crem® EX3 2G is the machine of choice for the brand. Te EX3 was launched in 2020, the same year as BFC, emphasizing a strong link between the two brands, both of which aim to provide an affordable specialty coffee experience to customers – offering premium quality without exclusivity. “When we first started, we used a basic
drip coffee maker,” Magalona explains. “As the business grew, we transitioned to professional coffee machines to ensure consistency and quality. After testing various equipment, we chose the Crem EX3 2G for its reliability and performance. It has since become the standard machine across most of our branches and the required model for our franchisees. We are confident in its durability and efficiency, ensuring that every cup meets our quality standards while supporting the success of our franchise partners.” Te EX3 2G is a professional-grade espresso
machine known for its precision, reliability, and intuitive design. Its modular system allows for customization to meet specific business needs, while advanced temperature stability and efficient steam wands support consistent milk frothing. Its ease of use
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