[Ask TBM] How Can Businesses Stand Out Despite Competition?

CEO and Founder of But First, Coffee Anna Isabelle Magalona-Go shares her company’s experience when it comes to standing out despite stiff competition in the market.

With new businesses popping up left and right across different industries, standing out above the rest and achieving long-term sustainability is a concern that many entrepreneurs have. 

Take, for example, the coffee market in the Philippines. According to Statista, cafes and bars in the country combined for a total of $1.59 billion (approximately PHP 92 billion) in sales in 2023, with Starbucks coming in at number one in terms of sales value.

Aside from international franchises such as Starbucks, there are also local brands that compete in the market, including neighborhood third-wave cafes. The stiff competition can be enough to intimidate new and aspiring business owners, which can lead to the question of how businesses can stand out in a very competitive market.  

In order to gain insights that can help entrepreneurs with this dilemma, The Business Manual spoke with the CEO and founder of But First, Coffee Inc., Anna Isabelle Magalona-Go. Magalona-Go started as her business a modest venture with just PHP 6,000. Today, it is now one the country’s best-known coffee brands. 

Here’s how But First, Coffee remains competitive in the local coffee scene.

How was But First, Coffee able to achieve significant growth despite its modest beginnings? 

Early on, the brand gained popularity by providing value-added services such as free delivery—a bold move that set it apart from competitors.

This dedication to customer satisfaction and innovation allowed the brand to achieve rapid growth. From its first store to multiple branches across the country, But First, Coffee has remained a trusted name for coffee lovers seeking quality drinks without breaking the bank.

How did you make sure that your products and service stood out from the rest of the competition?

Recognizing the need to keep pace with the ever-changing market demands, But First, Coffee has expanded its portfolio to deliver not just coffee but experiences. Last year, the brand introduced new offerings that reflect its versatility and innovative spirit.

The launch of event cart packages allows customers to bring the But First, Coffee experience to their celebrations. At the same time, the e-commerce store offers convenience and accessibility for those who prefer to enjoy their coffee at home. These initiatives underline the brand’s dedication to enhancing lifestyles while maintaining its focus on affordability.

The market has grown more competitive through the years, and more and more coffee brands have cropped up. How else do you make sure that But First, Coffee remains competitive given this?

As part of its evolution, But First, Coffee recently embraced a refreshed identity that symbolizes its current position in the market and its aspirations for the future. The updated logo is a modern take on the brand’s classic design, representing optimism, kindness, and the company’s promise to remain a coffee shop for everyone.

The rebranding serves as a statement of intent: But First, Coffee is not just keeping up with the times but setting new standards in the industry. Despite its growth and success, the brand remains rooted in its core mission of making exceptional coffee accessible to all.

What’s next for But First, Coffee in this ever-changing and always-competitive coffee market?

Today, But First, Coffee stands tall as a homegrown brand with a strong sense of purpose. It continues to innovate and expand its offerings while nurturing its relationship with loyal customers. Beyond being a coffee shop, it has become a community hub, a lifestyle partner, and a testament to the entrepreneurial spirit.

Looking ahead, But First, Coffee aims to solidify its presence in the Philippine coffee industry while exploring new growth opportunities. Whether through product development, store expansions, or creative marketing strategies, the brand is determined to stay relevant and impactful.

As the coffee industry evolves, But First, Coffee’s commitment to inclusivity, affordability, and quality ensures that it will remain a beloved staple in the lives of its customers. From humble beginnings to nationwide recognition, the journey of But First, Coffee is a story of progress, passion, and purpose—and it’s only just beginning.

Anna Isabelle Magalona-Go is the founder and CEO of But, First Coffee, Inc., which she founded in 2020.