Photo Credit: Candid Coffee’s Official Instagram
If you’re part of the thriving coffee scene in the Philippines, you’ve likely heard of – or are already a fan of – Candid Coffee.
Known for their signature blends and clever, witty branding, it’s no surprise that they’ve become a favorite among coffee enthusiasts and casual drinkers alike.
But behind their success is a story rich with lessons in adaptability, resilience, and the determination to turn a vision into reality.
The Start of Candid Coffee
Owner Lanz Castillo wasn’t always into coffee. In fact, his real passion was being in the kitchen, so much so that he originally wanted to pursue culinary arts in college.
When that plan didn’t pan out, he ended up studying business – but his love for food never went away.
One day, his brother brought home a coffee machine for their mom. Curious, Lanz began experimenting with the machine and became hooked on making coffee and perfecting his latte art. This newfound interest opened the door to a much bigger world of coffee, sparking a deeper passion he never expected.
But for Lanz, coffee was more than just a hobby. He believed that any successful business starts with solving a real problem.
In his case, that problem came to him at Sidcor Market, where his family visited every morning. Noticing the lack of good coffee there, Lanz saw an opportunity. So, he began brewing and serving coffee at the market every morning for four years.
However, it wasn’t all smooth sailing at first. When Lanz started the coffee cart, he didn’t earn anything for the first 3-4 months. It was a tough realization that he had to reduce his costs to make his product more accessible. So, he decided to take matters into his own hands and began roasting his own coffee.
At first, he envisioned Candid Coffee as a B2B business – roasting and selling to other cafés. But as he started to secure wholesale accounts, potential clients wanted to see a professional setup. That’s when he realized he needed to level up from roasting in his backyard. He found a nearby space and transformed it into a multi-purpose area – a café, roastery, office, and even a sleeping area for him.
Today, Candid Coffee has grown into a business with six branches, serving coffee lovers across the city.
Making coffee more accessible
Photo Credit: Candid Coffee’s Official Instagram
Before getting into coffee, Lanz admitted that he was put off by the culture surrounding it. To him, it felt intimidating, snobby, and honestly, maarte, which made him hesitant to dive in.
But once he got into it and discovered the art and science behind the perfect brew, his perspective completely changed. He realized it could be creative and fun.
With this new understanding, he made it his mission to make coffee more accessible and less intimidating—both in price and experience.
This philosophy is at the core of Candid Coffee. From their witty packaging to their straightforward drink descriptions, everything is designed to make customers feel comfortable – whether they’re coffee experts or just casual drinkers.
Getting his first customers and building long-term relationships with them
Getting Candid Coffee’s first customers was clear – it all came down to storytelling.
“The storytelling part, I think it’s ingrained in all of us. When you meet your friends, anong unang tatanungin mo? Anong kwento mo?” Lanz shared. People love stories, and he knew that sharing them would help him connect with customers on a deeper level.
But it wasn’t just about telling his stories; it was also about asking the right questions. “We have protocols in place on how to get to know our customers,” he explained. “Kasi people like talking about themselves, it makes them feel better.”
Lanz emphasized that it’s not just about a one-way transaction – it’s about building relationships. “I always tell the team na we have to build relations, not just transactional things na bebentahan lang kita or magpu-push ng sales. It’s also getting to know the other side.”
By applying this approach, Candid Coffee was able to develop loyalty and rapport with their customers, turning first-time buyers into long-term fans.
Joining The Final Pitch
During the pandemic, Lanz saw the potential of selling directly to consumers and planned to open more physical stores once restrictions eased. This led him to join The Final Pitch, hoping to secure investors who would believe in his vision.
However, Lanz faced skepticism from the investors. None of them believed in his business model, and he found himself doubting his chances. But he wasn’t ready to give up. “After that pitch, in my head, sabi ko: ‘Okay, I will prove you wrong.’”
By the end of the year, he had exceeded expectations, reaching Php 50 million in sales – far beyond his original Php 13 million target – and opened four new stores.
What’s next for Candid Coffee?
Photo Credit: Candid Coffee’s Official Instagram
For now, Candid Coffee is putting expansion on hold to focus on strengthening its backend operations. Lanz is dedicating time to refining key areas like HR and finance – the “less sexy” parts of the business, but as he puts it, “the most crucial backbone.” These foundational systems are essential for the business’s long-term sustainability.
At the same time, Lanz is rediscovering his love for coffee. After years of focusing on growth, he’s now taking the time to enjoy it again. On top of that, he’s encouraging his team to participate in coffee competitions, building a strong company culture, and growing together with the people who helped make Candid Coffee a success.
Want to learn more about his inspiring story? Watch this full Behind The Counter Podcast episode below!
Recent Comments