Coffee Dream@15

CEBU, Philippines - What started out as a small kiosk  operation in 1996 at the 4th Level  in Ayala Center Cebu has grown to be one of the country's specialty coffee chain with a total of 36 stores nationwide.

It has shops here in Cebu, Metro Manila, Cavite, Bohol, Bacolod City, Iloilo City, Cagayan de Oro City, Davao City, and General Santos City which include franchised outlets.

According to Glenn Anthony Soco, president and founder of Coffee Dream Company Inc., the firm ventured into franchising in 2001 and currently has 13 franchised outlets.

He used to envision a "homegrown concept utilizing high-quality locally produced coffee beans." He also visualized a place where people can converge, hang out, relax, and do business over a cup of coffee. Realizing that there is a growing trend in the coffee-drinking lifestyle globally, he created his own concept fervently believing that the "market is best served by patronizing its very own."

Coffee Dream is best known for its regular brews: Café Americano, Cappuccino, Café Latte, Café Mocha, as well as Chilled Blends (frozen blended coffee and non-coffee concoctions), paired with its delectable selection of cakes and pastries.

One of its famous drinks is the Tsokolate, a traditional local recipe using fresh "tableya" (chocolate from cacao beans) from Argao, a southern Cebu town. Recently, it expanded its menu to include food items such as sandwiches and pastas and the all-day breakfast meals.

Coffee Dream continually serves the local market not only by selling its products, but also by putting a concerted effort in making its coffee shops comfortable and homey to visit and stay. About three years ago, it embarked on its new-look campaign and shied away from the conventional specialty coffee shop look. It has transformed its stores to being modern and minimalist, hip (for the young pros) and fresh (clean approach to interiors) with the use of bold colors (more browns and whites). It changed its logo design and branding to showcase a uniquely distinctive concept. Employing the services of Industrial Design students mentored by world-renowned furniture designer Kenneth Cobonpue, they collaborated in creating new and interesting ideas for Coffee Dream giving fullest attention to detail.

Embarking on a new logo complements new services. The steam over a coffee mug (from an aerial view or perspective), alone, gives the impression of today's advent of cloud computing. It gives the feeling of being "now", being "in" this digi-generation. In fact, free Wi-Fi is seen to connect a big percentage of its goals to its patrons who have adapted well to the semi self-service approach of the establishment as it goes down to the community. "Cebu used to be a very difficult market. So we positioned ourselves by being uniquely distinctive, as the coffee-drinking lifestyle in Cebu evolves. Now, we can claim to be your neighborhood coffee shop," Soco added.

Last October 24, Coffee Dream launched its banner year campaign with the following activities:

• Pick-a-prize promo. This entitles customers to a freebie/privilege for a minimum purchase of P150. The customer picks a prize and instantly gets it.

• Capture your dream. This is an online photo contest where entries will be submitted and posted online through Coffee Dream's Facebook fan page. The most creative photo showcasing Coffee Dream will win cash prizes and gift certificates.

• Coffee Dream extends a 15-percent discount on a featured Chilled Blend of the Month.

• Free refill of freshly brewed coffee from 10:15 a.m. to 1:15 p.m. every 15th of the month.

Aside from the said activities, three short films produced by Coffee Dream were also released last Oct. 24 to highlight the 15th year celebration. The films tell three different stories that happened inside the coffee shops, presenting how the coffee-drinking lifestyle evolved among Filipinos. All films were directed by Franz Arrogante and team with local cast and talents.

Coffee Dream also invited Miss Universe 3rd Runner-up Shamcey Gurrea Supsup. She led the launch of the 15th-year activities and graced the ceremonial ribbon-cutting of Coffee Dream Arcenas Estate branch in Banawa, Cebu City.

The Arcenas Estate outlet is the latest addition to the growing number of stores of Coffee Dream. In a press conference, Soco mentioned that the said branch features a different feel using new set of furniture, new colors and an expanded menu. The store offers wines and premium beers with additional food items to complement. Such concept came to mind to enhance the "third place" definition of Filipinos as part of Coffee Dream's effort to be adaptive to the needs and wants of the community.

Further, Coffee Dream is an active partner in moving the Micro and Small Enterprises (Obra-Negosyo-Eskwela program of the provincial government and the Mandaue Chamber of Commerce and Industry) by selling local products like the yummy and nutritious camote cookies from Aloguinsan and the tasty Ginamos Paté (salted fish paste) from Pilar, Camotes produced by community-based enterprises.

Alturra beans made from the foothills of Mt. Apo are being sold and used as well at Coffee Dream. In line with the trade, Soco seeks to assist farmers of local coffee beans in Asturias. "Forging of partnerships is in the process. Coffee Dream will be able to roast own blend of native coffee beans and sell in stores, and assist Cebu farmers the way we have helped Davao farmers. It is our advocacy to support local producers. If we source out locally, we are able to bring coffee rates down," Soco said.

Moreover, the "Your Piso, My Dream" campaign was also launched. Cancer-stricken children of the Kythe Foundation are the beneficiaries. This means that for every Coffee Dream product you purchase, a peso will go to the fund drive.

The children graced the event and received gifts handed over by Shamcey Supsup.

With the continued evolution and pursuit for excellence, Coffee Dream aims to further expand its operations nationwide. By the end of 2011, a total of 10 stores will have been renovated and opened. Soco sets a target of opening seven more stores next year, four of which will be in Metro Manila as a bullish move to carve a more "aromatic" name in the industry. An estimated P30 million is set to be poured out in additional capital. An upgraded commissary is currently being set up at the central office and another commissary will be set up in Metro Manila next year to service its branches in the area. Total capital expenditures for this rollout in the next three years is pegged at around P100 million.

However, he said he won't venture yet outside of the country. "There's just too much complications when you bring it abroad. We're not ready for that yet," he replied; which means that efforts of doing so would rather be channeled productively via redesigning of its Web site (after 10 years) to make features more interactive. "That's why we need your help guys [referring to Cebu bloggers] as we capitalize on the reach and strength of social networking activities," he added.

As Soco purveys only the finest coffee to the local communities, we coffee cats are urged to continue sharing in the Coffee Dream experience "one homegrown cup at a time."