Villar retail arm eyes expansion of coffee shops


All Value Holdings Corp., the Villar Group’s retail arm, is aiming to venture into the coffee business by introducing up to 20 stores of its Coffee Project shops in the next 12 months.

“I have always liked coffee shops. I think there is a big room for coffee shops in the country. There are different niches for this. On the business aspect I would like ours to offer something that is food-related,” Manuel Villar, who is also the chairman of listed realty firm Vista Land and Lifescape, told reporters during the opening of Coffee Project’s third branch in Tomas Morato Extension in Quezon City.

Villar said that the company spends about P12 million per Project Coffee store, and intends to initially introduce up to 20 branches in the next 12 months.

“We will very quickly open another four in the next three to four months. Right now we have one in Alabang, one in Imus, and this is the third, in Quezon City. The next four will be in Sta. Rosa, in Evia in Daang-Hari, in Taguig, and the other one would be in Lake Front. So another four,” he said.

Villar noted that its retail arm would house Coffee Project shops in each of the Villar group’s Starmall and Vista Land developments.

“There are a lot of coffee shops like Starbucks and Coffee Bean and Tea Leaf but consumers are still looking for other boutique shops. So we hope to carve out a niche,” he added.

Villar added that the group’s venture into the coffee industry complements its other retail and realty businesses.

“We are already in supermarkets, housing, and department stores, though they are still small. I think this is a good complement business, for this [Coffee Project] is different, it is food-related,” he said.

Coffee Project, Villar said, offers a wide array of coffee products that are brewed from both local and imported beans.


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  1. Cavite is “coffee country” and Bailen (Gen E. Aguinaldo) has about 10,000 coffee trees. A brand called “Kapeng Bailen” has been the to2n’s [remier product since 5 years ago. It cannot open coffee shops because it lacks capital. If Villar can tie-up /Kapeng Bailen, something can emerge because Kapeng Bailen is first class in taste and aroma. It is processed right in Bailen from sun-dried coffee beans.