For coffee lovers in the Philippines, Yardstick Coffee is more than just a café – it’s a space where every visit feels refreshingly unique. With each of their shops uniquely designed and every cup offering its own distinct flavor, Yardstick Coffee has redefined how Filipinos brew and experience coffee.
In this article, we explore Andre Chanco’s journey and the inspiring story behind the brand that continues to raise the ‘yardstick’ for Filipino coffee.
The vision behind Yardstick Coffee
For Andre Chanco, one of the founders of Yardstick Coffee, his love for coffee started with a simple, nostalgic tradition – his grandfather feeding him instant coffee as a child. That early connection to coffee grew stronger in his adult years as he spent time working in cafés, soaking in the lifestyle of being outside the typical office setting.
Entrepreneurship was always on Andre’s horizon. Inspired by watching his mother run her own business, he knew he wanted to carve his own path, which eventually led him, alongside co-founders Jessica Justa Lee and Kevin Tang, to establish Yardstick Coffee.
The name “Yardstick” wasn’t chosen by chance – it reflected their bold ambition to set a benchmark for the coffee industry in the Philippines. As Andre explains, “The vision from day one was to elevate the coffee industry and the coffee drinking population of the Philippines hence the name Yardstick.”
In just a few years, Yardstick Coffee has built a loyal following, expanding to nine branches and cementing its place as a key player in the Philippine coffee scene. This growth is a testament to their dedication to their vision, as well as their commitment to delivering unique and memorable coffee experiences to their customers.
Starting as a B2B Company and opening in the Philippines
When Yardstick Coffee first launched in 2013, it wasn’t the bustling café brand that coffee lovers in the Philippines know today.
It began as a B2B company, roasting and supplying coffee to other businesses. At the time, the local market was accustomed to low-cost beans and traditional preparation methods, making Yardstick Coffee’s premium coffee and high-end equipment a bold and unfamiliar concept.
As the company grew, Yardstick Coffee transitioned to balancing both B2B and direct-to-consumer offerings. This shift required internal changes, like building new systems and learning fresh skills, while navigating an industry where their customers were often their competitors.
“Our customers are also our competitors, if you think about it. So if you open a café, you might buy equipment and coffee from us. But at the same time, three blocks down, there might be a Yardstick café.”
However, Yardstick Coffee removed this thinking 10 years ago. Today, the team understands their role in the industry: to elevate it – whether by supplying other cafés or running their own.
On top of that, the decision to open in the Philippines was intentional. Compared to Singapore’s competitive market and high overhead costs, the Philippines offered a more favorable startup landscape. As a coffee-producing country, the Philippines also provided an authentic connection to the product.
This combination of opportunity and timing made it the perfect place for Yardstick Coffee to take its first big step.
Standing out in a competitive market
In a sea of coffee shops vying for attention, Yardstick Coffee has found its edge through constant innovation and a deep understanding of what makes a memorable coffee experience.
For them, every space they create reflects their commitment to staying dynamic while remaining true to their brand.
Despite each shop looking different, they follow three cornerstone philosophies:
“We have three cornerstone philosophies that drive every space. Number one: to encapsulate, to be able to encapsulate what we do as a company… The next one is, it also has to allow customers to escape. I think the idea of being transported to a different place is quite powerful even if it’s just having your morning coffee… And the last one is to be able to elevate and that’s in line with the company name of ‘Yardstick’ where in every shop that we build, how are we doing ourselves better compared to the previous shop.”
This dedication to creating unique, meaningful spaces extends to their innovations, like The Flavor Bar.
Inspired by the founders’ transformative experiences in coffee shops around the world, The Flavor Bar aims to recreate that sense of wonder and discovery. It’s an intimate, four-seater concept where guests can engage directly with baristas and explore a seasonal menu that’s entirely different from the main menu – sometimes featuring exclusive offerings like Filipino cacao and coffee.
But even as Yardstick Coffee expands, their focus remains on maintaining the intimacy and individuality of an independent café.
“Given that there’s more shops, our thinking is: eight or nine shops is not a lot but we’re forcing ourselves to think smaller. Because sometimes when you have more shops, you might lose the intimacy or the whole independent café feel.”
By staying true to their philosophies, fostering a culture of innovation, and prioritizing meaningful connections with customers, Yardstick Coffee continues to set itself apart in the competitive coffee scene.
Building and growing a team
At the heart of Yardstick Coffee’s success are their core values summed up in four letters: C.A.F.E. — Customer-centric, Always on fire, Focused, and taking an Einstein approach to problem-solving. These principles guide every aspect of the business, from hiring to decision-making.
“We use these four core values to hire people, evaluate people, and whenever there’s a roadblock or a problem, we always fall back on the core values so that we don’t regret whatever decision we make,” Andre explains.
These values are especially crucial in a company as diverse as Yardstick Coffee, which has a growing team spanning sales, technicians, baristas, HR, and more. This diversity also opens up unique growth opportunities for employees. For example: a barista can eventually move into a sales or HR role, showcasing how Yardstick Coffee nurtures career development.
The company also celebrates employees who embody their core values, inspiring excellence and setting positive examples for others.
But above all that, for Andre, one key insight stands out: their first customers are their employees.
By fostering a supportive and value-driven culture, Yardstick Coffee ensures their team remains as strong and innovative as their coffee.
What’s next for Yardstick Coffee?
The next chapter for Yardstick Coffee is all about growth – but with a thoughtful approach.
They’re focusing on refining their backend systems to support their expansion and investing in the right people and equipment to scale up. And even as they grow, they’re committed to keeping their core values intact, continuing to act small, agile, and authentic at every step.
Want to hear more about their exciting journey? Watch the full Behind The Counter episode with Andre Chanco below!
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