There’s something extra special about sharing a meal with the people you love—and that’s exactly the vibe you get at Villa Parmigiano, an Italian restaurant tucked into the quiet, wealthy streets of Alabang.  

From the outside, it looks like a rustic Italian country house. Step inside and you’re greeted by high ceilings, warm lighting, and that cozy “nonna’s kitchen” aroma—like wood-fired pizza and simmering sauces filling the air.

Villa Parmigiano isn’t just another Italian spot. It’s built on generations of family recipes, reimagined with fresh, high-quality ingredients. The restaurant sources real Italian flour for its pasta and pizza, then pairs them with locally grown vegetables and fresh seafood for that perfect balance of authentic and local.

And who better to whip up our favorite Italian classics than the people who grew up with them? At Villa Parmigiano, the kitchen is led by chefs straight from Italy—the very Cradle of the Renaissance. Chefs Paolo Collavini and David Ceci bring generations of home-cooked know-how to every plate, turning time-tested recipes into something fresh, flavorful, and unmistakably authentic. With these Italian masters at the stove, you don’t need a plane ticket to Roma; just a seat at Villa Parmigiano, and suddenly you’re dining like a local in Italy—right here in the Philippines.

A family recipe with a Roman origin story

The story behind the food is as rich as the menu. The restaurant is the vision of a Filipino-Italian restaurateur whose father once ran a chain of restaurants in Rome before deciding to move to the Philippines and start over.  

But it all began with a love story: his mother and father met in Italy, fell in love, and eventually built a life together. That romance—between two cultures, two countries, and two families—became the foundation of Villa Parmigiano. Today, the restaurant feels like a continuation of that story: a place where Roman family tradition meets Filipino warmth, and where every dish carries a bit of that original love.

That Roman DNA is still very much alive here: the dough is hand-stretched, the sauces are slow-cooked, and the dishes feel like they’ve been tested in a real Italian home kitchen for decades. You can taste the history in the way the flavors are layered—nothing rushed, nothing artificial, just the kind of food that makes you want to stay longer at the table.

The Ube Pizza and other standout dishes

One standout? The Ube Pizza (Pizza Viola Con Prosciutto Cotto) . Yes, the classic Filipino dessert flavor, now twisted into a pizza that’s both familiar and totally new. It’s the kind of dish that makes you go, “Why didn’t this exist sooner?” Think soft, slightly sweet ube thinly spread and layered over a thin, crisp crust, finished with just enough cheese to keep it indulgent but not overwhelming. It’s playful, photogenic, and surprisingly well-balanced—a must-try if you love food that bridges cultures.

Beyond the ube, the menu leans into comfort with a touch of refinement. Seafood pastas are bright and briny without being heavy; meat dishes are tender and well-seasoned, never greasy. Even the simpler plates—like a Salmone Con Spuma Di Piselli E Granchio or a Spezzatino D’agnello Al Vino Rosso —feel intentional, as if each ingredient was chosen to honor the original recipe while speaking to a local palate.

Why it works

Whether you’re planning a family dinner, a date night, or a catch-up with friends, Villa Parmigiana turns ordinary meals into memories. Because at the end of the day, the best part of any meal isn’t just the food—it’s sharing it with the people you care about, in a place that feels like home.  

And in a city full of Italian restaurants, that sense of home—rooted in a father’s Roman kitchens, a cross-continental love story, and a son’s desire to keep the tradition alive—is what makes Villa Parmigiano worth returning to.

The new menu such as the UBE Pizza (Pizza A Routa Di Carro), Piatti Di Mare Seaffod, and, the Spezzatino D’agnello Al Vino Rosso and others are coming to VILLA PARMIGIANO BRANCHES this AUGUST 2026!

Inspired by PICKUP COFFEE’s Filipino roots and developed together with the Department of Tourism, the Proudly Ours campaign celebrates Filipino excellence — from our food and flavors, to our music, artistry, and craftsmanship. Leading the NEW beverage lineup is the Auro Tsokolatte— a must-try indulgence featuring rich espresso with dark chocolate, creating a full-bodied cup with bittersweet cocoa notes and a smooth finish. 

Proudly Filipino. Proudly World-Class. 

From the rich chocolate notes of Auro Tsokolatte and the nostalgic sweetness of Mango Graham Milk, to the creamy indulgence of Ube Cheese Cream Milk and the caramelized crunch of Peanut Brittle Latte, each drink celebrates the unique flavors that have long

been part of Filipino food culture. Through these thoughtfully crafted beverages, PICKUP COFFEE brings familiar local flavors into every cup, offering customers a fresh way to enjoy the tastes they know and love. 

What’s in the lineup? 

The limited edition line includes four beverages inspired by flavors Filipinos know and love: 

● Auro Tsokolatte (₱99): Creamy milk with Auro’s rich 100% Natural Cacao Powder and espresso, over ice. Familiar and inspired by the classic Filipino batirol. ● Peanut Brittle Latte (₱109): Creamy milk with real peanut brittle spread and espresso, over ice. Our take on the classic Filipino peanut brittle candy pasalubong. ● Ube Cheese Cream Milk (₱99): Creamy milk with rich ube, topped with cheese cream, over ice. Our take on classic Filipino favorites: Ube and Keso (cheese) sorbetes. 

● Mango Graham Milk (₱99): Creamy milk with sweet mango bits, topped with cream mousse and crushed graham, over ice. Our take on the classic Filipino homemade dessert. 

Part of the proudly Filipino campaign, customers may also substitute the signature PICKUP Blend with specialty beans sourced by the Coffee Heritage Project from a small-lot farm in Bukidnon. The UPgrade is applicable to Americano, Auro Tsokolatte, and Peanut Brittle Latte at select PICKUP Stores.

The Proudly Ours Discovery Kit 

Beyond the indulgent beverages, the Proudly Filipino campaign shines a spotlight on the beans. Customers who enjoy the Bukidnon specialty bean as an UPgrade can continue their journey with the Proudly Ours Discovery Kit—a curated collection showcasing the diversity and quality of Philippine-grown coffee. 

The Discovery Kit features a trio of carefully sourced coffees from traceable Philippine origins: 

● Atok, Benguet: Grown at 1,250 MASL in the Cordillera highlands by Cristy & Mira Tayao. Naturally processed, bright, and fruity. A 2025 AVPA International Gourmet Silver Medal awardee in Paris — proudly ours, proudly world-class. 

● Lanao Del Sur: Grown at 750–1,100 MASL near Lake Lanao, homeland of the

Maranao people. Clean, citrusy, and distinctly Southern Philippine — a taste of the country’s rich cultural and coffee diversity. 

● Bukidnon: Grown at 1,100–1,200 MASL in Pangantucan by farmer Arnel Pabelonia. Naturally processed with notes of brown sugar, plantain, and dark chocolate — rooted in Bukidnon’s fertile highland soil. 

Priced at P1500, Get first dibs on the Discovery Kit here only until July 31. 

Available nationwide 

The PICKUP COFFEE Proudly Ours collection is available across all PICKUP COFFEE branches nationwide, via GrabFood and Foodpanda, and on the PICKUP App, where customers can unlock exclusive deals. 

APPENDICES 

A. WHERE TO CONNECT 

● PICKUP COFFEE 

○ Instagram: https://www.instagram.com/pickupcoffeeph/ 

○ Facebook: https://www.facebook.com/pickupcoffeeph 

○ TikTok: https://www.tiktok.com/@pickupcoffee 

○ Mail: pickup@pickup-coffee.com 

B. BRAND GUIDE 

● When writing the brand name 

○ PICKUP COFFEE should be written in all caps, at all times. 

■ Any variations, such as, Pickup Coffee, Pickup coffee, PICKUP 

Coffee, are incorrect.

The strong demand for ProteinUP continues–and now, PICKUP COFFEE is taking protein coffee to the next level with the launch of ProteinUP with Wheyl Protein Cloud. 

PICKUP COFFEE introduces a smoother, creamier innovation designed to make adding protein to your favorite coffee moments even more enjoyable. Built for busy days, active lifestyles, and everyday cravings, Protein Cloud transforms your usual PICKUP into a more indulgent and functional experience. 

WHAT’S NEW? 

Introducing Protein Cloud–PICKUP COFFEE’s newest protein cold foam. Crafted to give more variety into your favorite PICKUP beverages, delivering a smoother and velvety finish while still packing at least 20g of protein per cup. Your daily PICKUP just got packed with protein. More variety and indulgence while keeping the functional boost you love. 

Meet ProteinUP with Wheyl – crave-worthy cafe drinks with up to 20g of protein per cup, made for busy days, active routines, and everyday cravings. 

Delicious drinks, now more functional. 

Select PICKUP favorites now come with added protein – no shakes, no prep, no extra steps. Just rich, creamy drinks made to power through your day. 

Meet the newest additions to the lineup:

Protein Cloud Americano (zero sugar, low calories)

Php 145 (+20 Upsize, +100 Mega)

Rich espresso with water topped with Wheyl Protein cold foam.

Protein Cloud Vanilla Latte 

Php 165 (+20 Upsize, +100 Mega)

A velvety blend of creamy vanilla with milk and rich espresso, topped with Wheyl Protein cold foam. 

Protein Cloud Pistachio Milk 

Php 175 (+20 Upsize, +100 Mega)

Creamy milk with rich pistachio, topped with Wheyl Protein cold foam. 

Protein Cloud Oreo Cookies & Cream

Php 165 (+20 Upsize, +100 Mega)

Creamy milk with Oreo bits, topped with Wheyl Protein colm foam.

Each cup remains low in calories and sugar while delivering the protein boost you love. Bringing together indulgent flavors with better-for-you benefits. 

Every sip powers your ProteinUP–no hassle, just ready-to-enjoy fuel that fits your day. 

Enjoy ProteinUP with Wheyl Protein Cloud starting May 13, 2026 at PICKUP COFFEE branches nationwide. 

Link to Stores: https://pickup-coffee.com/pickup-news/article/53

Available in Regular, UPsize and Mega – also via GrabFood, Foodpanda and the PICKUP App!