Coffee with a conscience
Coffee with a conscience
But First, Coffee is supporting farmers in the Philippines by creating affordable, high-quality coffee for everyone to enjoy – while also building a viable commercial brand. Jim Banks finds out why they chose Crem to supply their coffee machines.
Launched in 2020 at the height of the Covid-19 pandemic, But First, Coffee (BFC) is the brainchild of owner Anna Magalona, who started the business from her condo in Manila. With the world in lockdown and people separated from their loved ones, she envisioned a brand that would put community at the heart of everything it does. Through strategic marketing and Magalona’s personal touch, exemplified by the brand’s in-house free delivery, BFC quickly gained traction in the market. Once the fastestgrowing café franchise in Metro Manila, BFC now serves customers across the Philippines with more than 200 outlets. So, what drove the brand’s rapid success? It comes down to a combination of two things: great coffee and a strong sense of social responsibility.
“Our strategy is to position the brand as the go-to coffee destination by offering a perfect blend of quality, affordability, and community,” says Magalona. “The brand aims to create exceptional experiences while ensuring customers have access to greattasting beverages anytime, anywhere. Its core values center on elevating everyday moments through convenience, consistency, and a strong sense of connection with its customers.”
A consistent coffee experience, designed to deliver quality and atmosphere
A coffee ritual built around care, flow, and attention to detail
Drip-fed support
“From the beginning, we have supported Philippine farmers by using locally sourced Barako beans, which serve as the foundation of our drip-based line and one of our best-selling drinks, the Vietnamese coffee,” she adds. “We continue to highlight and promote these products to maintain strong sales, ensuring a steady demand for local beans. Additionally, we support local suppliers by sourcing some of our ingredients from them, further contributing to the local economy.”
Coffee drinking is deeply embedded in Filipino culture – not only in the morning, but throughout the day, whether for socializing, working, or simply relaxing. Today, BFC operates 212 branches, including 182 franchise-owned and 30 corporate-owned locations. The brand continues to innovate and expand, bringing high-quality, affordable coffee to more communities across the Philippines.
The market embraces both traditional local beans, like Barako, and international trends such as milk-based and iced beverages. BFC has capitalized on this by offering flavorful, affordable drinks that cater to evolving consumer preferences, making premium coffee more accessible to local consumers.
At Crem, we believe it’s all about consistency, craftsmanship, and connection
The Crem de la crème
In a competitive and fast-growing market, delivering a high-quality coffee experience requires more than great beans; the right equipment is just as critical, which is why the Crem® EX3 2G is the machine of choice for the brand. The EX3 was launched in 2020, the same year as BFC, emphasizing a strong link between the two brands, both of which aim to provide an affordable specialty coffee experience to customers – offering premium quality without exclusivity.
“When we first started, we used a basic drip coffee maker,” Magalona explains. “As the business grew, we transitioned to professional coffee machines to ensure consistency and quality. After testing various equipment, we chose the Crem EX3 2G for its reliability and performance. It has since become the standard machine across most of our branches and the required model for our franchisees. We are confident in its durability and efficiency, ensuring that every cup meets our quality standards while supporting the success of our franchise partners.”
The EX3 2G is a professional-grade espresso machine known for its precision, reliability, and intuitive design. Its modular system allows for customization to meet specific business needs, while advanced temperature stability and efficient steam wands support consistent milk frothing. Its ease of use means all BFC baristas can craft high-quality coffee with speed and precision, while its durability ensures consistent performance. “This machine plays a key role in maintaining our brand’s standard of offering great-tasting, affordable beverages while supporting the smooth operations of both corporate and franchise-owned stores,” stresses Magalona. “At Crem, we believe it’s all about consistency, craftsmanship, and connection,” says Tommy Cheong, regional product sales manager for Crem in North and Southeast Asia.
“From the very first shot, our machines are designed to deliver reliable performance, day in and day out. But beyond that, cafés stay with us because we’re not just a supplier, we’re a partner. We evolve with their needs, whether they’re expanding, refining their menu, or elevating the barista experience. That long-term relationship is built on trust, and trust is earned through years of standing side-by-side with our customers.” Professionals trust Crem because of its deserved reputation for precision and durability. Its machines have been thoroughly and carefully designed with cutting-edge espresso technology to ensure they are not only beautiful to look at, but built to perform under pressure.
“Baristas and business owners alike value that balance – intuitive interfaces, customizable settings, and consistently exceptional extraction,” adds Cheong. “In a competitive market, we help professionals stand out, serve faster, and deliver a memorable cup – every time.”
Crem’s machines help franchisees to deliver consistency, ensuring the same high standards of quality, performance, and reliability across every location
Making a match
As strong as their relationship is today, it may never have come to life without the involvement of Allegro Beverage Corporation, whose premium products and solutions have supported BFC’s growth from the start. “When they recommended Crem, we trusted their expertise, knowing it would enhance our brand’s quality and efficiency,” says Magalona. “Together, BFC, Allegro, and Crem are ensuring our expansion is backed by reliable equipment, maintaining the consistency and excellence our customers expect across all branches.” “Crem provided a classic and straightto- the-point type of espresso machine,”
Hard graft
Crem’s machines also help franchisees deliver consistency in a country where water quality and power fluctuations can pose challenges. While Allegro encourages operators to invest in automatic voltage regulators to stabilize fluctuating voltage levels, it stands behind the Crem machines to cope with water hardness. With proper maintenance the machines can withstand the calcium build-up that would limit the performance of less robust machines.
As BFC expands, growing its customer base and deepening roots in the local coffee growing community, the partnership with Allegro and Crem will become more important to the brand and the farmers it supports, allied by Crem’s robust and agile manufacturing supply chain in Asia. “The partnership is built on trust, quality, and support,” says Magalona. “Crem provides reliable, high-performing equipment, while Allegro ensures high-quality products, technical assistance, and maintenance. For long-term success, we prioritize consistent product quality, responsive support, and a shared vision for growth.”
1985
Crem was born as Expobar in Spain in 1985. By 1993, the company operated as Crem Aparatos S.L. and was focused on building smart, highperformance
machines
2008
Crem International was formed through a 2008 merger with Swedish brand Coffee Queen. Spengler GmbH joined the group in 2015
2020
The EX3 was launched in 2020 and has since won four international design awards. In 2022, Crem joined the Ali Group’s global coffee division
Want to see how Crem helps coffee brands grow with consistency and quality?
Crem designs and manufactures professional coffee machines delivering reliability, precision, and performance for consistent, scalable coffee experiences.
