SM Investments Corporation said its subsidiary SM Retail’s The SM Store and The Coffee Bean and Tea Leaf (CBTL) are embarking on an ambitious plan to complete the rollout of in-store cafes across all 78 branches of SM Store by 2026.
In a statement, SM said this strategic expansion aims to seamlessly integrate CBTL's renowned coffee experience into SM Store locations nationwide. The Jollibee Group now owns CBTL.
Currently, 25 SM Store branches, including prominent locations such as North Edsa, Megamall, and Southmall, already feature CBTL cafes.
With the planned expansion, CBTL aims to complete the roll-out of an additional 53 in-store cafes in SM Stores by 2026, for a total of 78 cafes.
"CBTL has committed to opening cafes in SM Stores based on their global reputation for exceptional customer service. We choose partners who align with our commitment to enhancing customer experience,” said SM Store Executive Vice President of Dhinno Tiu.
The collaboration began with opening the first CBTL branch at SM Store North Edsa in December 2022, marking the initial step towards creating inviting spaces for SM Store patrons.
"Our decision to introduce coffee shops within SM Stores is driven by our customers' desire for enhanced shopping experiences. We aim to provide a welcoming environment where customers can relax and enjoy themselves," said Tiu.
CBTL Co-founder and Vice President for Marketing and Business Development Paolo del Rosario said "partnering with SM Store aligns perfectly with CBTL's mission to connect with customers and ensure their satisfaction. SM's extensive presence across the Philippines and deep cultural roots make this partnership highly beneficial."
In addition to enhancing the shopping experience, CBTL will offer exclusive discounts to SMAC holders, further incentivizing customer loyalty.
Del Rosario noted that "having a CBTL cafe in SM Store not only adds sophistication but also provides convenience and comfort to shoppers, transforming shopping into an enjoyable and relaxed experience."
Integrating cafes into retail spaces is a well-established practice among international brands, offering customers more than just products but a communal experience.
Tiu said "enhancing customer experience is pivotal in retaining and attracting customers. The cafes will serve as spots for customers to recharge during shopping or as meeting places for friends and family."