The Milk Tea Craze: An Analysis of Milk Tea Shops

I. Introduction

While it might sound like a rather odd shade of paint suitable for dental

surgery waiting rooms, it’s actually an incredibly tasty drink that is more like a snack

than a beverage that has something to do with the tapioca balls floating around in

the bottom of the cup. It has been 11 years since milk tea has reached the shores of

the Philippines, and is now having a great support and love from all Filipinos

ensuring that they can find their exact, perfect cup. Many have been debating who

have created this now world-famous drink. Some says the most credible is Liu Han-

Chieh of Chun Shui Tang Teahouse in Taichung in the early 80s where he noted

how the Japanese people enjoyed drinking cold coffee. Despite the conflicts of

where it truly originated, no one can deny the craze and the continuous growth of

people adoring milk tea.

For this paper, we have critiqued three milk-tea shops who have been on the

platform for the competing businesses in the milk-tea industry. First, the Macao

Imperial Tea shop who was originally from Macao and have been delighting

customers in China and Vietnam with more than 200 branches; the second is, the

Bon AppeTEA, a unique franchise concept coming from the words combining “bon

appetite” which means “good appetite,” and its main product – the Milk TEA; and

lastly, the Moonleaf Tea Shop, which offers freshly-brewed tea mixed into a variety

of delicious and refreshing concoctions which first started way back in 2010.

II. Result of Analysis

 Overall, as the researchers we conduct a product observation and have found

out that Macao Imperial Tea Shop is a very known milk tea shop because people line

up just to buy milk tea. Also, they are prominent with their best seller cream cheese

flavors and other flavors with soft and smooth sinkers and even complimented with

classy and convenient packaging for the costumers. Experiencing the Macao

Imperial craze is undeniably new, especially with surprising equivalent expensive

prices.

In Moonleaf Tea Shop, we experience a relaxing atmosphere and a simple

and affordable milk tea. They have the flavors that people can easily understand

what’s the content of the milk tea and in terms of packaging they have the simple but

convenient like, as usual.

In Bon AppeTEA, it feels cooling and refreshing and they have different

unusual flavors. For a first timer they will be a bit confuse because of the flavors.

Staffs will also ask the customers what do they prefer as they set the sugar level for

every milk tea. In addition, they have simple packaging and a regular price that

people can afford and has continued to piqued the interest of people with its frequent

promos to offer.

III. Critique Proper

Three milk tea shops in the Paseo De Sta. Rosa (Moonleaf Tea Shop, Bon

AppeTEA, and Macao Imperial Tea Shop) were critiqued based on their product

offered – specifically the milk tea beverages, services, their location, packaging, and

prices.

In terms of the location, the Moonleaf Tea shop is in a secluded place wherein

there are only a few customers passing by. However, when you enter the shop, the
interior design is very pleasing to the eyes, with the set-up of the chairs and tables

properly arranged. In addition, Moonleaf has a beautiful atmosphere as it brings

good vibes as the customer arrives.

On the other hand, Bon AppeTEA is located at the center of the Paseo De

Sta. Rosa, on the left side of the National Book Store, attracting a wide range of

customers. However, the set-up inside the shop is somehow small and causes

congestion when there are a lot of customers.

The Macao Imperial Tea shop who recently opened its new branch in the Sta.

Rosa Vista Mall, has a good strategic location and a nice interior set-up. It’s spacious

and can accommodate its customers well.

In terms of its prices, the three milk-tea shops have values that set their

differences together and subconsciously divide its customers into their socio-

economic statuses. As for the Moonleaf Tea Shop, its prices start at 85 pesos and

above but will not exceed for more than 140 pesos. It’s very affordable, meaning all

types of customers, whether it be a student to an adult.

Bon AppeTEA has a higher price compared to Moonleaf, with its products

ranging from 95 pesos and sometimes does not even include pearls in its milk-teas.

The Macao Imperial Tea Shop has the most expensive price among all three, with

prices starting from 120 pesos and above and it does not guarantee pearls or the

milk-tea that you prefer and indirectly sets its market only within the average and the

upper class.

Now, let’s move on to the product packaging. Just like the typical milk-tea cup,

Moonleaf’s packaging is not that presentable and eye-catching, and rather employs

a sense of simplicity.
 As for the Bon AppeaTEA, it also packages their milk-teas just like the other

milk-tea shops, but sometimes it’s not sealed properly as there are cases

encountered by customers wherein there is leakage as they drink

Innovation and variety are what the Macao Imperial Tea Shop aims to be, as

they created specific cups for their beverages that are very eye-catching and gives

off and aesthetic feeling. Asides from the milk-tea, their sodas and special drinks

have their own types of packaging and cups.

In terms of the services, Macao Imperial Tea shop uses a device that makes a

‘beeping’ sound meaning that your order is ready and you may claim it. As for the

Moonleaf Tea shop, there are board games, cards, guitars and ukulele that is

available to be use by its customers. The Bon AppeTEA shops offers books and

magazines, and free wi-fi that is a trend among its customers since the shop is jam-

packed during weekends.

IV. Conclusion

Each shop has its varying strengths and edges over the other. After

comparing and weighing which one is superior among the others, we think in overall,

there are no one to consider that truly excels. In terms of location and packaging,

we’ll have to say it’s a point for Macao Imperial Tea shop. As for the price, Moonleaf

Tea shop has its edge on this as they offer very affordable prices with quality

products and for services, it’s a point for the Bon AppeTEA shop.

In terms of their tastes, we did not include it as we believe that each one of us

have varying tastes and may differ from one another. If we put our opinions and

thoughts about the tastes or who has the best milk tea to offer, then we’ll be saying

our own preferences and it will be subjective.

 V. Recommendation

Different milk tea shops have their own unique way of selling their products.

Their strategy and techniques will determine their sales and number of customers

that will continuously support their products and services. As customers, Filipinos are

not only after the product itself but also on how the store values them by giving a

good customer service. Based on all the information we gathered, these are the

following recommendations:

For Moonleaf Tea Shop, the store should be known by all the people by

simply posting advertisements on their social media accounts or giving flyers around

the Paseo De Sta. Rosa. They should also innovate new products that will catch the

attention of the potential customers. When putting up a milk tea shop, they should be

on a place where in they can be easily seen.

For Bon AppeTEA, they should always make sure that the product is sealed

so it won’t cause any trouble for the customer, because sometimes there’s a leakage

on the product. In addition, they should also try to expand the space of the store

because it can’t accommodate a huge number of customers. Also, just continue

giving promos because it really attracts the customers especially the students.

For Macao Imperial Tea Shop, the store should include board games, a free

wifi or other things that will entertain the customer while waiting for their orders. The

place was already good and accommodating but the price is a bit high. So, we

recommend that the store should also include promos and discounts to gain more

customers.

Overall, every manager in each store should be wise and innovative. Every

store should provide the best customer service like short waiting time, providing
entertainment materials such as board games, cards or a free wifi and of course the

good quality product or drink that will satisfy them and will be their reason to come

back again and will also recommend your store to others. Satisfy not only their 5

senses but also know how to touch a customer’s heart.

VI. Documentation

Bon AppeTEA
Moonleaf Tea Shop
Macao Imperial Tea Shop
Submitted by: John Ryan F. Ello

Jefford Ninolas

Mark Jason Escleto

Trisha Allyson D. Fernandez

Maxine Anne R. Samson

Lesly M. Esquilona

Submitted to: Ms. Mara M. Reyes

Submitted on: September 29, 2019 (Sunday)