Something big is brewing at SM

MANILA, Philippines —  The SM Group and The Coffee Bean and Tea Leaf (CBTL) are brewing something big, with the international coffee shop chain eyeing to more than triple its in-store cafes in SM Stores over the next two years.

SM and CBTL are embarking on an ambitious plan to complete the roll out of in-store cafes across all 78 SM branches by 2026.

At present, 25 SM Store branches feature CBTL cafes, including prominent locations such as North Edsa, Megamall and Southmall.

CBTL targets to complete the roll out of an additional 53 in-store cafes in SM Stores by 2026, bringing its total to 78 cafes with the expansion plan.

The expansion aims to seamlessly integrate CBTL’s renowned coffee experience into SM Store locations nationwide.

“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,” SM Store executive vice president Dhinno Tiu said.

The collaboration between SM Store and CBTL underscores SM Group’s commitment to elevating customer service standards and providing memorable experiences for shoppers nationwide.

The partnership started in December 2022 with the opening of the first CBTL branch at SM Store North Edsa.

“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,” Tiu said.

According to SM, integrating cafes into retail spaces is a well-established practice among international brands, offering customers more than just products but a communal experience.

“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,” Tiu said.

Paolo del Rosario, co-founder and vice president for marketing and business development at CBTL, said partnering with SM Store aligns perfectly with the company’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,” del Rosario said.

SM’s retail operations are the country’s largest and most diversified, consisting of grocery stores, department stores and specialty retail stores.

“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,” he said.

On top of enhancing the shopping experience at SM Stores, CBTL will offer exclusive discounts to SMAC holders, further incentivizing customer loyalty.