The SM Store and The Coffee Bean and Tea Leaf (CBTL) announced an ambitious plan to complete the roll out of in-store cafes across all 78 branches of SM Store by 2026.
The expansion aims to seamlessly integrate CBTL’s renowned coffee experience into SM Store locations nationwide.
About 25 SM Store branches already feature CBTL cafes, including prominent locations such as North Edsa, Megamall and Southmall. 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.
Dhinno Tiu, executive vice president of SM Store, expressed confidence in the partnership. “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,” he said.
The collaboration began with the opening of 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,” Tiu said.
Paolo del Rosario, co-founder and vice president for marketing and business development at CBTL, highlighted the strategic fit between the two brands. “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,” he said.
Under the partnership, CBTL will also offer exclusive discounts to SMAC holders, further incentivizing customer loyalty.
“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,” del Rosario said.
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.”
The collaboration between SM Store and CBTL underscores SM’s commitment to elevating customer service standards and providing memorable experiences for shoppers nationwide,” said Tiu.
