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International coffee giants have penetrated the Philippine market, but this fact doesn’t worry Glenn Soco, president of the Coffee Dream Coffee Inc. In fact, this homegrown coffee shop chain has even invested P10 million for its re-branding program.

At the height of the global economic turmoil, Soco believes that the investment for their re-packaging program will give them the advantage while international coffee companies are adopting cost cutting measures to cushion the adverse effects of consumers’ belt-tightening measures. “We find opportunity in crisis. I believe this is the best time to invest and position ourselves, so that when the economy recovers, we will be ready for greater competition challenges,” Soco said.

International coffee brands are now spreading their presence all over the country. With their investment, Soco expects to strengthen Coffee Dream brand’s position in the local market and hold their own against the global brands. Soco believes that instead of being intimated by these coffee giants, local coffee brands should positioned themselves well and instead be the ‘threat’ to them.

Coffee Dream Coffee Inc.’s re-branding program started with the opening of their 32nd outlet at the Park Mall shopping and leisure destination at the North Reclamation Area in Mandaue City.
“We want to sustain our identity as a Cebuano-grown coffee shop, and ride with the tremendous growth of coffee shop business in the Philippines,” said Coffee Dream Coffee Inc. president Glenn Soco.

The coffee drinker market in the country has now become sophisticated. The main objective of the game now is not limited to selling gourmet coffee products, but to provide an ambiance that offers customers an environment for lounging, unwinding and even brainstorming. In fact for most people now, coffee shops are more than just a place to take their coffee but it is now a part of their lifestyle.

That is why in 2009, Soco said that Coffee Dream will open five more branches within Cebu, and other key cities in the Philippines. He even added that, “it’s not jus a fad” and that the coffee shop business will still flourish because after all, “coffee is addicting.”