Customization Takes Center Stage in Matcha Debut Philz Coffee is entering the matcha category with four new handcrafted iced beverages, marking the company's expansion beyond its core coffee offerings. The lineup—Iced Matcha, Strawberry Matcha, Strawberry Mint Matcha, and Salted Caramel Matcha—each feature matcha sourced from Uji, Japan, paired with oat milk and layered flavors. Priced from $6.50 to $7.50, the drinks reflect Philz's signature model: customers can choose to blend the layers or let each flavor unfold naturally. All matcha beverages are customizable by sweetness level and milk option at no additional charge, with 2% milk available alongside the default oat milk. "Our top two requests from customers over the years have been a rewards program and matcha. With the successful launch of our Philz Rewards program last year, we turned our efforts to matcha. We wanted to introduce it in a way that feels unmistakably Philz," said Andy Mai, Chief Business Officer. "By pairing quality ingredients and bold flavors in a customizable way, our matcha feels both approachable and playful."

Rollout and Availability The matcha menu is now available at all 80-plus Philz locations across California and Chicago.

Orders can be placed in-store or via the Philz app, which houses the Philz Rewards loyalty program. Founded in 2003, Philz operates a roasting facility in Oakland and sources green coffee beans from around the world. The chain has over 80 stores and products available in select grocery retailers and online.

Why It Matters

Matcha represents a significant category expansion for specialty coffee chains seeking to diversify revenue streams and meet evolving customer demands. Philz's entry into cold matcha—paired with its established personalization model—positions the company to compete in a growing segment while leveraging its existing loyalty infrastructure and multi-channel distribution.

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Written by FBM Publications Editors