Why Hills and Valleys Coffee Is a Distinct Alternative to But First Coffee Franchise
If you’re looking into coffee franchise opportunities in the Philippines, there’s a good chance you’ve come across But First Coffee — a fast-scaling brand known for its trendy, affordable drinks and strong presence in high-traffic areas. With a variety of formats (carts, kiosks, and stores), BFC has become a popular choice for entrepreneurs seeking a plug-and-play model.
But if you’re someone who envisions building a café with ambiance, creativity, and personal brand touchpoints, Hills and Valleys Coffee offers a different kind of opportunity — one centered around connection, design, and experience.
Here’s how these two options compare and who they’re best suited for:
Quick Comparison Table
| Feature | But First Coffee | Hills and Valleys Coffee |
|---|---|---|
| Launch Year | 2020 | 2022 |
| Popular Format | Mobile Cart / Kiosk / Store | Kiosk / Lifestyle Café / Store |
| Starting Investment | ₱1M–₱1.68M | Starts at ₱495,000+ |
| Brand Personality | Trendy, fast-serve | Cozy, visual, community-driven |
| Menu Focus | Milk-based lattes, signature classics | Signature brews, seasonal drinks, Frosted Hills® |
| Store Aesthetic | Minimalist | Thoughtfully designed, Instagrammable |
| Target Market | High-traffic, price-sensitive | Lifestyle customers, content creators, coffee lovers |
Who Are These Brands Really For?
But First Coffee
Best for entrepreneurs who want:
✅ A fast-moving coffee business with a proven model
✅ A low to mid-range investment with clear setup options
✅ To maximize high-foot traffic in malls, offices, or transport hubs
Hills and Valleys Coffee
Best for café owners at heart who want:
✅ A space with ambiance and a strong local identity
✅ Design flexibility for store and branding
✅ To offer a meaningful experience beyond quick transactions
Section 2: What’s the Franchise Story?
But First Coffee’s Origin
- Launched in 2020 during the pandemic
- Built on the idea of accessible, good coffee on the go
- Rapid expansion to 170+ branches in 3 years
- Offers cost-friendly beverages and efficient operations
Hills and Valleys Coffee’s Journey
- Inspired by the “hills and valleys” of life — a space to pause, reflect, and reconnect
- A café concept rooted in Filipino creativity and community
- Built for intentional customer experiences
- Emphasizes cozy ambiance, storytelling, and visual branding
Store Experience — More Than Just Coffee
| Experience Category | But First Coffee | Hills and Valleys Coffee |
|---|---|---|
| Vibe | Minimalist and efficient | Aesthetic, warm, and calming |
| Design Flexibility | Standardized across formats | Customizable layouts and brand expression |
| Community Feel | Primarily grab-and-go | Designed for longer stays and content moments |
| Ideal Customers | Students, commuters, mall-goers | Freelancers, creatives, families, café lovers |
Site Location Flexibility
| Site Type | But First Coffee | Hills and Valleys Coffee |
|---|---|---|
| Mall / Commercial Spaces | ✅ Yes | ✅ Yes |
| Offices / Health Centers | ✅ Yes | ✅ Yes |
| Standalone / Neighborhood Café | ✅ Occasionally | ✅ Designed for this |
| Lifestyle Centers / Content Hubs | ✅ Possible | ✅ Strong fit |
Branding & Marketing Support
| Feature | But First Coffee | Hills and Valleys Coffee |
|---|---|---|
| Brand Guidelines | Standard visual templates | Custom branding kit for each store |
| Social Media Strategy | Influencer-driven, trend-based content | Storytelling, community tie-ins, visual focus |
| Promotional Flexibility | Franchisees may propose promos (with approval) | Franchisees co-create seasonal campaigns |
| Local Campaigns | Limited brand-led efforts | Supported with campaign kits and design assets |
| Store Visual Identity | Templated, approved by HQ | Built to reflect café concept and local vibe |
Frequently Asked Questions
How much is the investment for each franchise?
- But First Coffee: ₱1M to ₱1.68M, depending on your package (cart, kiosk, or store), with VAT and some construction costs considered.
- Hills and Valleys Coffee: Starts at ₱495,000+, scalable based on concept, with support on layout and onboarding.
Which franchise is better for malls or high-foot traffic areas?
- But First Coffee is optimized for quick-service models in malls, offices, and terminals.
- Hills and Valleys Coffee works well in lifestyle centers and community spaces where customers stay longer and engage more.
Which brand gives more design and branding flexibility?
- Hills and Valleys Coffee gives franchisees flexibility in store layout, branding, and seasonal product development.
- But First Coffee maintains a consistent brand experience through approved templates.
Who offers more menu creativity?
- But First Coffee features affordable milk-based drinks like Vietnamese and Spanish lattes.
- Hills and Valleys Coffee is known for premium specialty drinks and creative seasonal offerings like the Buttercream Latte or Frosted Hills®.
Ready to Start Hills and Valleys Coffee?
Choose Hills and Valleys Coffee if you’re ready to:
✅ Build a space that people remember
✅ Serve creatively crafted coffee that tells a story
✅ Be part of a community, not just a transaction
See our coffee franchise packages and schedule your free consultation.
The Author
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