Caffeine Rush: Malaysian Brand ZUS Coffee goes beyond beans and brews

May 2, 2024 | 12:00am

In the Philippines, coffee isn’t just a beverage; it’s a ritual that fuels our busy schedules. Whether it’s city employees grabbing a pick-me-up in the afternoon, bikers pausing their ride for a cup, or our grandmothers indulging in their favorite 3-in-1 blend, coffee holds a special place for Filipinos.

In such a thriving coffee culture, a new player from Malaysia has entered the scene, eager to carve its niche in the Philippine market: ZUS Coffee. With the recent opening of its 12th store at SM Makati last April 18, ZUS Coffee unveils a philosophy that goes beyond beans and brews.

Having entered the Philippine market just last September 2023, ZUS Coffee is ambitiously aiming for 150 stores by the end of 2024. Teaming up with Janica Lao, whose family owns esteemed establishments like Gloria Maris and Choi Garden, ZUS Coffee leverages the family’s local expertise in scaling businesses in the Philippines. Notably, Filipino restaurant group Choi Garden Restaurant Company acquired a 35% stake in the coffee chain in March 2023.

I spoke with Terence Ho, co-founder and head barista, and Venon Tian, COO, who flew in from Malaysia to open their 12th store. They shared insights into ZUS Coffee’s journey from a modest 20-square-meter kiosk to its 400-strong presence in Malaysia and its ambitious expansion into the Philippines.

Tian, who studied law and has experience in ventures like eziPOD — a laundry service utilizing lockers for customer convenience — brings a unique, tech-forward perspective. On the other hand, Ho has extensive experience, from Starbucks to independent chains, complementing Tian’s expertise. Together with their dynamic team, ZUS Coffee embodies a blend of knowledge, innovation, and a steadfast commitment to serving quality coffee conveniently and affordably.

A heartfelt approach to brewing

During the SM Makati launch, around 20 members of the Malaysian team graced the event. It’s a youthful, spirited group, many hailing from startup backgrounds. The core of ZUS team culture is the idea of “the heart of a barista,” shared Ho.

What does this mean? He explained, “That means that everyone in the company should always remember that the barista on the frontlines is making a difference daily. As a barista, I also believe that as long as you look after and love your barista well enough, they, in turn, will look after and love the cafe, the brand, and the customers.”

Terence Ho, who has won awards in Malaysia (Top 5 Malaysia Brewer’s Cup 2023 and Top 7 Malaysia Brewer’s Cup 2022), shared that the team had to try different cafes to find suitable offerings. On event day, he showcased some of their proudest creations: Spanish Latte, ZUS Gula Melaka, and Velvet Creme Latte — each carefully curated to resonate with Filipino taste buds. With prices ranging from P65 to P95, ZUS Coffee makes quality coffee accessible to all, affirming that it’s a daily necessity, not a luxury. On TikTok, young people are raving about the ZUS Gula Melaka, made of espresso and gula melaka, also known as palm sugar, pandan, and coconut cream.

They pride themselves on sourcing 100% Arabica beans directly from countries like Guatemala, Kenya, and Papua New Guinea, ensuring top-notch quality year-round. Customers can personalize their drinks, from bean selection to sweetness levels, fostering a tailored coffee experience. Moreover, avid ZUS Coffee fans have curated their secret menu, celebrated it, and shared it on platforms like TikTok.

Tech-forward for a seamless experience

In an era where convenience reigns supreme, ZUS Coffee takes cues from tech brands like Amazon. Through the ZUS app, customers wield complete control over their coffee journey, from flavor preferences to order timing. Reordering your favorite drink is as effortless as a tap, offering invaluable insights for crafting new flavors and circumventing lengthy queues.

But in today’s coffee scene, it’s not just about the cup of coffee but the whole package. From sustainable practices to a menu that’s as creative as it is delicious, a tech-savvy crew, and a vibe that feels more like catching up with old friends than grabbing a caffeine fix, ZUS Coffee has it all. Yet, at its core, it’s still about serving that perfect cup of coffee and caring for its people.

For more information about ZUS Coffee, visit zuscoffee.ph  and its socials, such as @zuscoffee.ph  on Instagram and @zuscoffeeph on TikTok and Facebook.