Big things are brewing as Seattle’s Best Coffee (SBC) is celebrating a milestone in the Philippines.
On Tuesday, September 23, 2025, the U.S.-born chain marked its 25th year with a coffee festival at its Bonifacio High Street branch in Taguig City.
Laurent Adrias, SBC’s group marketing director, called the milestone proof that the brand is on the right track.
"I think the 25 years is a testament that we have done something right," he said.
"We have the recipe already. What they really like about us, when they go to Seattle's Best they don't just get coffee.
"They get food, they get an experience. It's not transactional na parang, 'I get coffee, I leave.'
"No, we encourage you to stay, we encourage you to invite your friends over, meet here. That's what, that's what sets us aside."
Read: Why you should not drink coffee on an empty stomach
SEATTLE'S BEST COFFEE: GROWTH AND EXPANSION
The celebration also served as the launch of their revamped flagship in Bonifacio Global City.
"It's been here for more than a decade now," Laurent said, explaining the decision to refresh the store interior.
"So we decided to change it up because we feel like if we change this, it sends the message that this is the new era of Seattle's Best Coffee."
The store now sports a modern-industrial design with warm wood accents, exposed textures, and matte-black fixtures. A notable update is the relocated kitchen—moved to the front to showcase food and coffee as soon as customers walk in.
"If you would see, if you visited us before, our kitchen, our counter was nakatago at the back. We decided to put it in front. Why? Because we're proud of who we are, di ba?
"We are in the FNB industry, we are proud of our coffee, we are proud of our products and we have to showcase that.
"That's why we really pushed it forward. As soon as you open the door you will see the variety of products."
Meanwhile, the open layout and seating for more than 50 guests aim to create a relaxed, communal spot where customers can linger over drinks and meals.
And this aesthtic will soon be adopted by over 60+ stores nationwide.
Laurent told the press, "Moving forward, the aesthetic [of all of our stores] is going to be very this one, American-Industrial."
Beyond redesigns, the chain has been expanding beyond Metro Manila.
Laurent revealed, "Currently we have 60, more than 60 stores in the Philippines. We commit to open more than 10 for the balance of the year within 2025.
"And we're focusing also outside Metro Manila so we'll be opening some in Zamboanga in two weeks time and then Legazpi, which is open Boracay last month.
"So it's really penetrating markets even outside of Metro Manila."
When asked why the brand has kept its footprint to just over 60 branches after 25 years, Laurent said the priority is sustainable, profitable growth.
They only open new locations that can earn and be viable long-term.
Laurent stated: "We do have stores that we have, unfortunately, had to close in the middle of the operation especially during the pandemic.
"But despite that we learn because we make sure that every store we build is operating and earning. That's our goal.
"Because we don't wanna scale just for the sake of scaling. Like what I said a while ago, that's where intentionality comes into play.
"You grow because you can grow and you make sure that the growth is sustainable."
WHAT'S COMING BACK AND WHAT'S NEW?
The revamped store is only the beginning.
For its 25th anniversary and ushering in a “new era,” SBC reintroduced the fan-favorite Ube Deluxe Collection (Iced Ube Coco, PHP230; Iced Ube Coco, PHP235; Ube Affogato, PHP245; and Ube Cream Cheese Milkshake, PHP240).
Laurent shared, "We actually had a consumer vote. We had them cast their vote on all of the flavors we've launched over the 25 years and ube won, Ube Deluxe. So that's why ube was just relaunched again last Monday."
The coffee chain also teamed up with lifestyle brand Milkwear for a limited-edition merch drop: t-shirts (PHP799) and caps (PHP499), available at select branches beginning September 29, 2025.
"We are trying to break the barriers and, and show that, you know, we can also add value to a lifestyle of the Seattle's Best customer.
"We bumped into Milkwear because... 90% of our product uses milk, we might as well collaborate with them. It's just a play on words.
"And we feel like Milkwear shares the same values as we are which is very young... we celebrate the authenticity of a person."
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