How to Start But First, Coffee Franchise
Coffee is more than just a morning ritual in the Philippines. It is a comfort, a lifestyle, and a business opportunity. One of the rising stars in the local coffee scene is But First, Coffee, a proudly homegrown brand that made waves for bringing quality coffee at sulit prices. And yes, you can franchise it.
Behind the But First, Coffee Franchise
But First, Coffee was born during the pandemic in 2020 as a digital coffee shop, delivering affordable yet well-crafted coffee even while people stayed at home. What started online quickly gained traction, and before long, physical branches began to pop up everywhere.
Now with over 200 branches nationwide, the brand continues to attract franchisees because of its trendy identity, accessible price points, and straightforward coffee menu. Bestsellers include their Spanish Latte, Cold Brew bottles, and classic Caramel Macchiato. Their drinks usually start at just ₱49, which is hard to resist for students, young professionals, and anyone looking for a budget‑friendly caffeine fix.
Why But First, Coffee is a Good Business Move
The coffee industry in the Philippines keeps growing, and But First, Coffee found a sweet spot: specialty coffee that is affordable. That makes it appealing not only to the masses but also to the Instagram crowd that loves the brand’s aesthetic.
From a business angle, the investment options are flexible, whether you go small with a cart or aim bigger with a kiosk or café. Support is provided by the franchisor, from training to marketing, which makes it less overwhelming if you are a first‑time business owner.
Requirements to Start a But First, Coffee Franchise
According to the official But First, Coffee franchise kit (official page here), these are the available franchise packages for 2025:
1. Cart (Basic Cart)
- Initial Investment: ₱800,000 + VAT
- Size: 6 sqm (up to 14 sqm max)
- Inclusions: franchise fee (3 yrs), training, operations manual, marketing support, delivery‑app setup, POS (6 mos), ₱20,000 stock credits, baseline equipment, and site assessment
2. Indoor Cart (Take‑out)
- Initial Investment: ₱1,200,000 + VAT
- Inclusions: Espresso machine & grinders, under‑counter and display chiller, plus all standard support
3. Indoor Kiosk (Dine‑in)
- Initial Investment: ₱1,900,000 + VAT
- Inclusions: Equipment, chillers, tables and chairs, complete support package
4. Outdoor Cart (Take‑out)
- Initial Investment: ₱1,900,000 + VAT
- Inclusions: Equipment, chillers, CCTV, full support package
5. Outdoor Kiosk (Dine‑in)
- Initial Investment: ₱2,500,000 + VAT
- Inclusions: Aircon, LED menu board, full dine‑in setup, complete support
6. Customized Store (Small Format)
- Initial Investment: ₱350,000 + VAT (plus franchisee‑borne construction cost)
- Inclusions: Design guidelines, equipment, training, POS (6 mos), ₱20,000 stock credits
7. Customized Store (Bigger Format)
- Initial Investment: ₱1,000,000 + VAT (plus construction cost)
- Inclusions: Comprehensive design package, equipment, training, POS (6 mos), ₱20,000 stock credits
8. Premium Cart (Large Format)
- Initial Investment: ₱1.5M–2M + VAT
- Size: 8–20 sqm
- Inclusions: Full package, LED menu, ₱30,000–50,000 stock credits
- Best Locations: malls, open areas, gas stations, parks
How to Franchise But First, Coffee
Franchising is simple and systemized:
- Submit the franchise inquiry form via their official form.
- Send a Letter of Intent expressing your preferred location.
- Review the franchise kit and investment details.
- Await approval after site evaluation.
- Sign the contract and pay franchise fees.
- Submit your store design for approval.
- Handle construction, training, onboarding.
- Open with marketing support.
Typical timeline is around 2 to 3 months, depending on permits and build-out.
Who Is This Franchise Best For
But First, Coffee appeals to:
- First-time entrepreneurs craving a guided business model
- Franchisees with limited budget or space (cart or kiosk models)
- Investors targeting campuses or malls
- Coffee aficionados wanting to monetize a trending brand
Voices from Current Franchisees
Real feedback from r/phinvest gives mixed insight:
“Our branch will be closing down soon, the revenue cannot sustain the royalty fee and recurring charges BFC is asking. … I suggest you dig deeper on their revenue calculation”
“We are averaging around 13‑15k daily and we net about 80‑90k monthly. I don’t think it’s just a hype. I believe BFC has established itself well as a brand. It’s a worthwhile investment”
Alternative Franchise Options
If you’re weighing options, here are similar ventures to consider:
- Pickup Coffee: Affordably priced specialty coffee, minimalist aesthetic targeting young pros.
- Nescafé Coffee Vending Machine Business: Vending machines ideal for offices, schools, terminals.
- Big Brew: Locally known for easy, sub‑₱100k start‑up milk tea and coffee carts.
- Don Macchiatos: Flavored iced coffee with fun, mass appeal in compact kiosks.
- Fruitas Shakes: Fruit shakes and smoothies with strong mall presence and brand recall.
Frequently Asked Questions (FAQs)
How much is the franchise fee
Varies by format, roughly ₱350,000 to ₱2.5M plus VAT.
What is the total investment needed
Ranges from ₱800,000 to ₱2.5M plus VAT; customized stores may require additional construction budget.
How long does ROI take
Estimated ROI timeline is about 12 to 18 months, depending on sales and expenses.
What support does the franchisor provide
They offer training, operations manual, marketing support, POS, supplier links, and delivery‑app setup.
How do I apply
Complete the official form, submit your LOI, then wait for evaluation.
