Is Toby’s Estate Set to Be the Next Starbucks?June 15, 2014
- Pamela CortezWords
Photo by Charles Paw
When word of Toby’s Estate’s arrival in Manila caught wind, both coffee fans, and foodies alike went in a frenzy. Around the world, the 3rd wave coffee movement has created a demand for high quality coffee, with people being more discerning about their beans. Toby’s Estate is certainly one of those places leading the global movement, and its arrival signified a new revolution in the way we drink.
Toby’s Estate seems to have bigger, bolder plans. Instead, the plans in the Philippines seem to be aimed at improving coffee culture not just among devotees, and for a higher market, but in the mainstream as well.
While Toby’s Estate opened a main outpost in Salcedo Village, with a little kiosk in Century Mall, it seems as if it was destined to just be a specialized import in the country, with just a few branches devoted to the art owner Toby Smith has become known for. However, instead of being a one-off, artisan concept in the city, Toby’s Estate seems to have bigger, bolder plans. Instead, the plans in the Philippines seem to be aimed at improving coffee culture not just among devotees, and for a higher market, but in the mainstream as well. Projected plans for expansion mean that hopefully, people will see a Toby’s Estate branch almost everywhere, all over malls. This would turn Toby’s Estate into a bonafide 3rd wave coffee chain on our shores, improving on the current choices we have for fast, accessible brews. When the next Toby’s Estate opens near you, you’ll get to taste the Woollomooloo and Rodyk beans, responsible for their cult following, and their status as pioneer of the 3rd wave movement.