Photo courtesy of Anna Magalona-Go
What would make the best response to doubt? The But First, Coffee founder shares her story of taking her passion for business nationwide
With the world in isolation to begin the early 2020s, dining in a comfort restaurant or grabbing that much needed morning coffee before work surely was a break in everyone’s routine. Amongst the numerous trends circulating the internet during the pandemic, many would admit to having at least tried making Dalgona Coffee. With such trends and with stay-at-home ordering making it easier to get that fix, there was a noticeable spike in consumer interest for coffee. So much so, that it has been claimed that the Philippines has even earned its title as the second highest consumers of coffee in Asia.
Coupled by the uncertainty of the pandemic and missing her daily dose of coffee, Anna Magalona-Go jumped at the chance to hop on a new venture. Undeterred by the risks at that time and with just PHP 6,000 to spare, the then 23-year-old launched But First, Coffee.
A Knack for What’s to Come
Magalona-Go has always had an interest in starting a business from a very young age, though she did not have a specific venture in mind at the time. She recalls that she would try to sell anything and everything that she could get her hands on; these small ventures would vary from clothes to even the fishes from her grandfather’s fishpond.
After graduating with a degree in Marketing Management from the University of St. La Salle, the Negros Occidental-born entrepreneur inadvertently had to settle for corporate work for her first full-time job. She recalls that though this had to halt her pursuit of being a business owner, it ultimately equipped her with experience on handling the different facets of owning and operating a company. She states, “Looking back, my choices in life contributed to my overall understanding of running a business.”
After buying her first coffee maker, along with the first set of coffee equipment of But First, Coffee, there were people who would tease her about this venture, poking fun at her initial capital. During the early days of the company, however, the doubt would then befall her level of experience from potential business partners as well as the challenge in handling the various aspects running a coffee business. She states, “It was difficult at first since there will always be doubters, but for a business owner, it is important to show [resilience] in spite of criticism”.
Leaving the Door Unlocked
From one risk-taker to the next, Magalona-Go foresees the up-and-coming generation to no longer confide in their fears, but to look to the opportunities that await them. She includes that, “Women [in the future should not be] afraid to explore new opportunities and trends that can enable their companies to remain ahead in the market.”.
She, too, envisions a future where their agility and open-mindedness is what will allow them to grow confident in expressing their thoughts while also maintaining a level sense of empathy and support to those in the workplace. Magalona-Go even advises that women should not be too critical of themselves, that, “In time, your goals, hard work, and passion will lead you to greater heights, especially on days when you feel like you’re not doing enough.”
Coffee, But for the People
Through its various trials, But First, Coffee has been able to continue its expansion within the Philippines through its own sales and the various investors who saw its franchising potential.
Since then, the brand has been able to bring additions to its drink offerings such as the Agimat and Gayuma from the highly-reviewed Pinoy Favorites Series alongside fan-favorites such as their Spanish Latte and Vietnamese style coffee. Recently, the brand has also released a series of spiked refreshments with JINRO Soju for their Sun-Fizzed Sips collaboration in Avida Cityflex, Bonifacio Global City and their Bacolod flagship.
But First, Coffee has become one of the fastest growing coffee brands in the Philippines in-spite of having started in the middle of the COVID-19 pandemic. And from opening her first kiosk underneath her condominium, the brand now operates with over 170 branches nationwide.
Alongside its growth, But First, Coffee has since been able to open opportunities to others which Magalona-Go claims to be one of her “barometers for measuring success”. She also states, “At the end of the day, business is not always about generating more revenue; it’s about helping others, providing opportunities, and empowering people to achieve the same goals”.
Visit But First, Coffee through its various store locations as well as their branches in Robinsons Malls and SM Malls across the country.
For more information and their latest promos, visit their Facebook and Instagram pages on @butfirstcoffeeph.
