CP Group to expand to 300 stores by 2027
The Coffee Project Group is set to brew double the stores in two years.
Coffee Project—known for its world-class interiors paired with premium food and drink offerings—has the formula for staying strong in the competitive coffee industry in the country.
“People have been really receptive to the changes we made in the price, quality, and quantity of our food and drinks that they really see the value of what they’re getting. Add to that, there’s no beating the beauty of our stores, so we also keep seeing the increase in repeat customers,” said owner and chairman Manny Villar.
Experience the new look, taste, and favorites
Its latest campaign, Experience The New, invites customers to see their favorite coffee shop through a different perspective—one that highlights more than what’s in the cup, but the feeling behind every visit. It’s about rediscovering the joy of familiar comforts, now elevated with new flavors, new stories, and a renewed commitment to creating memorable moments.
Alongside expanding its locations nationwide, Coffee Project is also broadening its menu offerings to keep pace with evolving tastes and customer cravings.
Leading this is the Sweet Origins series, featuring nostalgic blends like Coconut Corn Milk and Chocolate Rice Latte. For those craving bold flavors, Coffee Project Black introduces Espresso Lemon Drops and the Malty Mocaccino.
This ensures that as the Coffee Project Group grows toward 300 stores, each visit feels like a first. Whether customers come for the beautiful spaces, the upgraded drinks, or the seasonal food offerings, Experience the New keeps every cup and every stop fresh and memorable.
The Coffee Project Group has 15 brands under its belt with 158 branches nationwide. Aside from Coffee Project, the other big brand is Dear Joe, geared towards the more health-conscious and fit patrons, where aside from coffee and tea, they offer all-natural fruit juices blended fresh right in front of you.
Fresh forward with Dear Joe
Taking this refreshing step further, Dear Joe introduces its Bike & Blend experience, where customers hop on pedal-powered bikes to blend their own smoothies. It gives customers of all ages a unique way to enjoy their favorite blends while promoting an active lifestyle.
More than the experience, Dear Joe goes beyond just being a café—it’s about making healthier and refreshing choices for daily life.
Keeping track with staying fresh, Bread Basket and Bake My Day lead the front when it comes to extensive bread and pastry offerings baked fresh inside the stores every single day.
The group’s Chicken Deli, AllAmerican, and Boston Chicken brands specialize in chicken inasal, big-sized pizzas, and crispy fried chicken, respectively. Mostly present in university areas, Caffeena offers drinks on the sweeter side, and for the even younger market, there is KinderCafe, located in children’s play places.
“The people want variety, and we are here to give them that. We have multiple concepts ranging from farm-to-table cafés to student-centric ones with dedicated study areas, to serving kare-kare. For us, the customer is the boss and we want to keep them happy,” Villar said.
Sip, savor, and explore
Caffeena is making waves this September with three brand-new stores now open in Tanza, Evia, and Sta. Rosa, bringing your favorite drinks closer than ever. Each location is designed to be a convenient stop for your daily coffee fix or a relaxing spot to recharge.
The excitement continues into October with three more stores opening in prime locations, giving even more coffee lovers the chance to experience the Caffeena magic.
Heritage reimagined in the hills
As the group of dining destinations continues to grow, Balustre emerges in the cool, pine-covered hills of Crosswinds, Tagaytay, as a concept that feels both bold and nostalgic.
It is a Filipino kitchen reborn from the ruins, where cracked concrete walls, antique tiles, wrought ironwork, and weathered balusters are deliberately preserved to embrace their imperfections. The result is a space that carries haunting beauty and cinematic charm, inviting guests into an atmosphere that is raw, intimate, and unforgettable.
“Given the number of concepts we have, growing to 300 stores is easy. We can even go higher so long as our boss, the customers, demand it. We have a very positive outlook, and it’s all because the people keep coming back,” he said.
Rounding up the long list of brands are Coffee Project Group’s concept stores namely Roma Cucina, Ruined Project, Napa, Windmill, Joe’s Tavern, Pievana Roots Cafe, and Coffee Project Bern. These are often on the must-visit café lists of their cities, frequented by tourists, balikbayans, and families on road trips.
With the wide range of choices from all these brands, one thing is for sure: if the people keep craving more, Coffee Project will keep opening stores.
