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PRIVACY POLICY

Effective Date: September 21, 2026
Last Updated: September 21, 2026

But First, Coffee Inc. (“But First, Coffee,” “we,” “us,” or “our”) respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains how But First, Coffee collects, uses, stores, discloses, and protects personal information when you visit or use our website, submit an inquiry, communicate with us, inquire about or apply for a franchise, participate in our promotions or activities, interact with our social media accounts, or otherwise engage with us.

This Privacy Policy is intended to comply with applicable Philippine privacy laws and regulations, particularly Republic Act No. 10173, otherwise known as the Data Privacy Act of 2012 (DPA), its Implementing Rules and Regulations, and applicable issuances of the National Privacy Commission (NPC).

We are committed to the principles of transparency, legitimate purpose, and proportionality in the collection and processing of personal information.

1. IDENTITY OF THE PERSONAL INFORMATION CONTROLLER

For purposes of applicable Philippine data privacy laws, the entity responsible for the collection and processing of your personal information is:

But First, Coffee Inc.
Doing business as: But First, Coffee
Business Address: 30 Arayat St., Brgy. Malamig, Mandaluyong City, Metro Manila, Philippines 1550
General Email: info@butfirstcoffee.ph

For privacy-related concerns, requests, and inquiries, you may contact our Data Protection Officer (“DPO”) at:

Data Protection Officer
Email: dataprotection@butfirstcoffee.ph

2. SCOPE OF THIS PRIVACY POLICY

This Privacy Policy applies to personal information collected or processed by But First, Coffee through or in connection with:

  • our official website;
  • online franchise inquiry and application forms;
  • customer inquiries and communications;
  • email communications;
  • social media interactions;
  • marketing and promotional activities;
  • events and activations;
  • franchise-related activities and communications;
  • surveys and feedback forms;
  • applications for employment or other opportunities, where applicable; and
  • other services, platforms, or activities that expressly refer to this Privacy Policy.

This Privacy Policy does not necessarily apply to third-party websites, applications, or services that may be accessible through links on our website. Those third parties may have their own privacy policies and practices.

3. PERSONAL INFORMATION WE COLLECT

Depending on your relationship and interaction with But First, Coffee, we may collect different types of personal information.

3.1 Information You Provide to Us

We may collect personal information that you voluntarily provide when you:

  • contact us;
  • submit an inquiry;
  • request information about our franchise opportunities;
  • complete a franchise inquiry or application form;
  • request a consultation;
  • subscribe to communications;
  • participate in promotions, contests, events, or surveys;
  • submit feedback or testimonials;
  • communicate with our franchise development team;
  • apply for employment or other opportunities; or
  • otherwise voluntarily provide information to us.

This information may include:

  • full name;
  • email address;
  • mobile or other contact information, where voluntarily provided;
  • residential or business address;
  • company or business name;
  • occupation or position;
  • preferred franchise location;
  • proposed business location;
  • business experience;
  • information concerning your investment or business plans that you choose to provide;
  • franchise preferences;
  • information contained in communications or inquiries; and
  • other information reasonably necessary for the purpose for which it was provided.

We will only request personal information that is reasonably necessary and relevant to the applicable purpose.

4. INFORMATION COLLECTED AUTOMATICALLY

When you visit our website, certain technical and usage information may be collected automatically.

Depending on the technologies implemented on our website, this may include:

  • IP address;
  • browser type and version;
  • device type;
  • operating system;
  • pages visited;
  • date and time of access;
  • referring website;
  • approximate geographic information;
  • website interaction data;
  • technical identifiers; and
  • other information relating to how you access and use our website.

This information may be collected through server logs, cookies, analytics tools, pixels, and similar technologies.

5. COOKIES AND SIMILAR TECHNOLOGIES

Our website may use cookies and similar technologies to improve functionality, understand website usage, maintain security, remember preferences, and support analytics or marketing activities.

Cookies may be used for purposes including:

  • essential website functionality;
  • security;
  • website performance;
  • analytics;
  • remembering user preferences;
  • measuring marketing performance; and
  • advertising or marketing, where applicable.

You may adjust your browser settings to reject or delete cookies. However, disabling certain cookies may affect the functionality or performance of portions of our website.

Where required by applicable law, we will obtain consent before placing or using non-essential cookies or similar technologies.

6. INFORMATION RECEIVED FROM THIRD PARTIES

We may receive personal information from third parties where permitted by law and where necessary for legitimate business purposes.

Such third parties may include:

  • franchise partners;
  • business partners;
  • service providers;
  • marketing and advertising platforms;
  • website and analytics providers;
  • social media platforms;
  • event partners;
  • professional advisers; and
  • publicly available sources.

When we receive personal information from third parties, we will process such information in accordance with applicable law and the purpose for which the information was lawfully obtained.

7. PURPOSES OF PROCESSING

We may collect and process personal information for the following purposes:

7.1 Franchise Inquiries and Applications

If you express interest in becoming a But First, Coffee franchisee, we may process your personal information to:

  • respond to your franchise inquiry;
  • provide information about franchise opportunities;
  • schedule consultations and meetings;
  • process franchise applications;
  • communicate with prospective franchisees;
  • evaluate proposed franchise locations;
  • assess information relevant to the franchise application;
  • facilitate franchise documentation;
  • provide franchise-related assistance and support; and
  • administer our franchise development process.

Submitting an inquiry or application does not guarantee franchise approval or the award of a franchise.

7.2 Customer and General Inquiries

We may use personal information to:

  • respond to questions and requests;
  • provide assistance;
  • address complaints and concerns;
  • communicate with you;
  • process requests;
  • improve our customer experience; and
  • maintain appropriate records of communications.

7.3 Marketing and Communications

Where permitted by law and, where required, with your consent, we may use your personal information to send:

  • promotional communications;
  • franchise announcements;
  • newsletters;
  • event invitations;
  • product or brand updates;
  • business opportunities; and
  • other communications that may be relevant to you.

You may opt out of marketing communications at any time.

7.4 Website and Business Improvement

We may process information to:

  • monitor website performance;
  • analyze website usage;
  • improve website functionality;
  • improve our services;
  • understand user preferences;
  • develop new products or services;
  • identify technical problems; and
  • improve our overall business operations.

7.5 Legal and Regulatory Purposes

We may process personal information where reasonably necessary to:

  • comply with applicable laws and regulations;
  • respond to lawful government requests;
  • comply with court orders or legal processes;
  • establish, exercise, or defend legal claims;
  • protect our legal rights and interests;
  • prevent fraud or unauthorized activity;
  • protect our customers, franchisees, employees, systems, and property; and
  • fulfill other lawful business obligations.

8. LAWFUL BASIS FOR PROCESSING

We process personal information only when there is a lawful basis to do so under applicable law.

Depending on the circumstances, processing may be based on:

  • your consent;
  • the necessity of processing to perform or take steps toward a contract;
  • compliance with a legal obligation;
  • protection of vital interests, where applicable;
  • the pursuit of legitimate interests, where permitted by law; or
  • another lawful basis recognized under applicable Philippine privacy laws.

Where we rely on consent, consent will be obtained through appropriate means and may be withdrawn subject to applicable legal and contractual limitations.

Withdrawal of consent does not affect the lawfulness of processing carried out before the withdrawal.

9. PRINCIPLES OF DATA PROCESSING

But First, Coffee is committed to processing personal information according to the following principles:

Transparency

We will provide appropriate information regarding the collection and processing of personal information.

Legitimate Purpose

We will collect and process personal information only for specified, explicit, and legitimate purposes.

Proportionality

We will collect and process only personal information that is adequate, relevant, suitable, and reasonably necessary for the intended purpose.

10. SHARING AND DISCLOSURE OF PERSONAL INFORMATION

We do not sell your personal information.

We may disclose or share personal information when reasonably necessary and permitted by applicable law.

Recipients may include:

10.1 Service Providers

We may engage third-party service providers to assist with:

  • website hosting;
  • cloud storage;
  • information technology;
  • email communications;
  • customer relationship management;
  • franchise management;
  • analytics;
  • marketing;
  • advertising;
  • customer support;
  • payment processing, where applicable; and
  • other business operations.

Where third parties process personal information on our behalf, we will take reasonable steps to require appropriate privacy and security safeguards.

10.2 Affiliates and Business Partners

We may share relevant personal information with affiliates, franchise-related entities, professional advisers, consultants, and business partners where reasonably necessary for legitimate business or franchise-related purposes.

10.3 Government Authorities

We may disclose personal information when required or permitted by law, including in response to:

  • lawful government requests;
  • court orders;
  • subpoenas or other valid legal processes;
  • regulatory requirements; or
  • circumstances involving the establishment, exercise, or defense of legal claims.

10.4 Business Transactions

In the event of a merger, acquisition, restructuring, financing, sale, or other corporate transaction involving But First, Coffee Inc. or substantially all of its assets, personal information may be transferred as part of the transaction, subject to applicable privacy requirements.

11. PERSONAL INFORMATION PROCESSORS

We may engage third-party entities to process personal information on our behalf.

Such entities may include technology providers, hosting providers, communications platforms, analytics providers, marketing providers, CRM providers, and other service providers.

We will take reasonable measures to ensure that personal information processors:

  • process information only for authorized purposes;
  • maintain appropriate confidentiality obligations;
  • implement reasonable security measures; and
  • comply with applicable privacy requirements.

12. INTERNATIONAL DATA TRANSFERS

Some third-party service providers used by But First, Coffee may store or process personal information outside the Philippines.

Where personal information is transferred outside the Philippines, we will take reasonable and appropriate measures to ensure that appropriate privacy and security safeguards are maintained and that the transfer and processing comply with applicable law.

13. DATA RETENTION

We retain personal information only for as long as reasonably necessary to fulfill the purposes for which it was collected, comply with legal and regulatory obligations, establish, exercise, or defend legal claims, resolve disputes, enforce agreements, and fulfill legitimate business requirements.

The length of time we retain personal information may vary depending on:

  • the nature of the information;
  • the purpose for which it was collected;
  • our relationship with you;
  • applicable legal requirements;
  • contractual obligations;
  • dispute-resolution requirements; and
  • legitimate business needs.

When personal information is no longer necessary, we will take reasonable steps to securely delete, destroy, anonymize, or otherwise dispose of it in accordance with applicable law and our internal retention procedures.

14. DATA SECURITY

But First, Coffee implements reasonable and appropriate organizational, physical, and technical measures designed to protect personal information against:

  • unauthorized access;
  • unauthorized disclosure;
  • alteration;
  • accidental loss;
  • destruction;
  • misuse;
  • fraudulent use; and
  • other unlawful or unauthorized processing.

Depending on the nature and circumstances of processing, safeguards may include:

  • access controls;
  • authentication procedures;
  • confidentiality obligations;
  • secure storage;
  • system monitoring;
  • security updates;
  • backups;
  • encryption or similar technical safeguards;
  • internal privacy and security policies;
  • employee training; and
  • other appropriate security measures.

However, no electronic transmission or storage system can be guaranteed to be completely secure. While we take reasonable measures to protect personal information, we cannot guarantee absolute security.

15. PERSONAL DATA BREACHES AND SECURITY INCIDENTS

But First, Coffee maintains procedures for identifying, assessing, responding to, and managing personal data breaches and security incidents.

Where required by applicable law and regulations, we will notify the National Privacy Commission and affected data subjects of a personal data breach.

Our response to a security incident may include:

  • investigating the incident;
  • containing the incident;
  • mitigating potential harm;
  • securing affected systems;
  • determining the scope and nature of the incident;
  • documenting the incident;
  • notifying appropriate authorities where required; and
  • notifying affected individuals where legally required.

16. YOUR RIGHTS AS A DATA SUBJECT

Subject to applicable law and certain legal exceptions, you have rights regarding your personal information.

These may include the following:

16.1 Right to Be Informed

You have the right to be informed about whether your personal information is being processed and to receive relevant information concerning its collection and processing.

16.2 Right to Access

You may request access to personal information concerning you, subject to applicable legal limitations.

16.3 Right to Correct

You may request correction of inaccurate, incomplete, or outdated personal information.

16.4 Right to Object

You may object to certain processing of your personal information where permitted by law.

16.5 Right to Withdraw Consent

Where processing is based on consent, you may withdraw your consent, subject to applicable legal or contractual limitations.

16.6 Right to Erasure or Blocking

Under applicable circumstances, you may request the removal, blocking, or destruction of personal information.

16.7 Right to Data Portability

Where applicable, you may request a copy of your personal information in a structured and commonly used format and, where legally applicable, request its transmission to another personal information controller.

16.8 Right to Lodge a Complaint

You have the right to lodge a complaint with the National Privacy Commission if you believe your privacy rights have been violated or your personal information has been unlawfully processed.

The exercise of these rights may be subject to applicable legal limitations, identity verification requirements, and other conditions established under Philippine law.

17. HOW TO EXERCISE YOUR PRIVACY RIGHTS

You may exercise your privacy rights or raise privacy concerns by contacting our Data Protection Officer:

Data Protection Officer
But First, Coffee Inc.
30 Arayat St., Brgy. Malamig, Mandaluyong City, Metro Manila, Philippines 1550
Email: dataprotection@butfirstcoffee.ph

To help us process your request, you may be asked to provide:

  • your full name;
  • contact information;
  • the nature of your request;
  • relevant details concerning the personal information involved; and
  • reasonable proof of identity or authority, where necessary.

We may request additional information to verify your identity and protect personal information from unauthorized requests.

We will evaluate and respond to requests within the period required by applicable law.

18. CHILDREN'S PRIVACY

Our website and services are not intended to knowingly collect personal information from children in circumstances where such collection is prohibited by law.

If you believe that a child has provided personal information to us without appropriate authorization, please contact our Data Protection Officer at:

dataprotection@butfirstcoffee.ph

If we determine that personal information has been collected or processed unlawfully, we will take reasonable steps to address the situation in accordance with applicable law.

19. THIRD-PARTY WEBSITES

Our website may contain links to websites, applications, social media platforms, or other services operated by third parties.

These third parties may have their own privacy policies and practices.

But First, Coffee is not responsible for the privacy practices, security, or content of third-party websites or services.

We encourage you to review the privacy policy of any third-party website or service before providing personal information.

20. SOCIAL MEDIA

But First, Coffee may operate official pages or accounts on social media platforms.

When you interact with us through social media, the applicable platform may independently collect and process personal information according to its own terms, policies, and privacy practices.

Information that you voluntarily submit through social media may also be visible to other users depending on the platform's functionality and your privacy settings.

We will process personal information received through social media in accordance with applicable privacy laws.

21. MARKETING COMMUNICATIONS

Where permitted by applicable law, we may send you marketing or promotional communications concerning:

  • But First, Coffee;
  • our products and services;
  • franchise opportunities;
  • franchise events;
  • promotions;
  • announcements;
  • business updates; and
  • other relevant activities.

You may opt out of marketing communications at any time by following the unsubscribe instructions included in the communication or by contacting:

dataprotection@butfirstcoffee.ph

Opting out of marketing communications will not necessarily prevent us from sending important administrative, transactional, legal, or service-related communications.

22. FRANCHISE INFORMATION

If you inquire about or apply for a But First, Coffee franchise, we may collect and process information reasonably necessary to evaluate and administer your franchise inquiry or application.

This may include:

  • contact information;
  • preferred franchise format;
  • preferred location;
  • proposed business location;
  • business experience;
  • professional background;
  • business plans;
  • investment-related information voluntarily provided;
  • franchise preferences;
  • communications with our franchise team; and
  • other information reasonably necessary for franchise evaluation.

Franchise-related information will be used primarily for franchise development, evaluation, communication, documentation, and related legitimate business purposes.

Submitting a franchise inquiry or application does not guarantee franchise approval.

23. ACCURACY OF PERSONAL INFORMATION

We strive to maintain personal information that is accurate, relevant, and reasonably up to date.

You are responsible for providing accurate information and are encouraged to notify us if information you have provided becomes inaccurate or incomplete.

You may request correction of your personal information by contacting our Data Protection Officer.

24. AUTOMATED DECISION-MAKING AND PROFILING

We may use analytics tools and similar technologies to understand website usage, improve our services, measure marketing activities, or understand user interactions.

Where automated processing, profiling, or automated decision-making is used in circumstances subject to specific legal requirements, we will provide the notices and safeguards required by applicable law.

25. CONFIDENTIALITY

We take reasonable steps to ensure that persons who have access to personal information are subject to appropriate confidentiality obligations.

Access to personal information will be limited to individuals and entities that reasonably require such access for authorized purposes.

26. CHANGES TO THIS PRIVACY POLICY

We may update this Privacy Policy from time to time to reflect changes in:

  • our business operations;
  • our privacy practices;
  • technology;
  • applicable laws and regulations;
  • regulatory guidance; or
  • services and systems that we use.

When material changes are made, we may provide additional notice where required or appropriate.

The updated Privacy Policy will be published on this page together with the revised “Last Updated” date.

We encourage you to periodically review this Privacy Policy to remain informed about how we process personal information.

27. QUESTIONS, CONCERNS, AND COMPLAINTS

If you have questions, concerns, requests, or complaints regarding this Privacy Policy or the processing of your personal information, please contact our Data Protection Officer:

Data Protection Officer
But First, Coffee Inc.
30 Arayat St., Brgy. Malamig, Mandaluyong City, Metro Manila, Philippines 1550
Email: dataprotection@butfirstcoffee.ph

For general business inquiries, please contact:

But First, Coffee Inc.
30 Arayat St., Brgy. Malamig, Mandaluyong City, Metro Manila, Philippines 1550
Email: info@butfirstcoffee.ph

We encourage you to contact us first so that we can properly understand and address your concern.

You may also contact the National Privacy Commission of the Philippines regarding concerns relating to your privacy rights and the processing of personal information.

National Privacy Commission
Website: privacy.gov.ph

28. ACKNOWLEDGMENT

By accessing or using our website or voluntarily providing personal information to But First, Coffee, you acknowledge that you have read and understood this Privacy Policy.

Where consent is legally required for a particular processing activity, we will obtain your consent through an appropriate mechanism before undertaking such processing.

Effective Date: September 21, 2026
Last Updated: September 21, 2026

But First, Coffee Inc.
30 Arayat St., Brgy. Malamig, Mandaluyong City, Metro Manila, Philippines 1550
General Inquiries: info@butfirstcoffee.ph
Data Privacy: dataprotection@butfirstcoffee.ph