Case Study- MooBoo Greenwich

Bubble tea is a mixed of tea base with milk, sugar or syrup, and the signature
“bubbles” – small and chewy tapioca balls. Originally created in Taichung, Taiwan in
the 1980s, the iconic drink has earned its popularity from the East to the Western
countries, such as United States, Canada, and United Kingdom.

The global market of bubble tea is linked to immigration. According to Dr. Yong Chen,
a professor of history at UC Irvin, bubble tea arrived to eh U.S thanks to the new
wave of immigration. After the Immigration and Nationality Act was passed in 1965,
waves of Taiwanese immigrants came to the U.S. from the ’60s through the ’90s,
mostly to California- where the first bubble tea store can be found in the U.S in the
90s. Today, bubble tea can be found in other countries which have Asian community,
such as Germany, Brazil, and India. The global bubble tea market thus is valued at
$1.9 billion in 2016, and is projected to reach sales of $3.2 billion by 2023.

Mooboo is the United Kingdom based company with rich Far East culture.
When Eric Khaw founded Mooboo Bubble Tea, his aim was to create the finest
quality drinks and desserts for everyone in the country to consume and enjoy. There
are currently 14 franchised stores in Greater London. The menu provides various
drinks, including specialty items like blended ice desserts and smoothies, and special
flavours such as crème brulee and cheese.

Mooboo Greenwich opened in August, 2020, despite the challenging business

environment the area has since the Covid-19 pandemic. The owner, Sunny Yang,
believes that her business can thrive in Greenwich, if she can understand more about
the student population here. “I would like to promote bubble tea to them, and I am
sure they will like it”. Sunny said. “I just need to know more about them and find the
best way to communicate with them”.

Therefore, your job as a market researcher is to analyse the data provided and
present your findings. You need to provide recommendations based on your
findings, so that Sunny can run her business in a more effective way. You should
also suggest a future research to address how the current data collection methods
can be improved.

Source:https://www.eater.com/2019/11/5/20942192/bubble-tea-boba-asian-
american-diaspora; https://www.alliedmarketresearch.com/bubble-tea-market;
https://www.mooboo.co/
Qualitative Data: Google Review
(only the ones with textual comments were selected; data collected at
15/10/2020,4:41pm)

This week
Loved this Mocha bubble tea with tapioca pearls but 100% sugar which is apparently
the “normal” amount is far too much! It was so sweet I could not finish it. I would
recommend 50% sugar or less.

2 weeks ago
Great!

2 weeks ago
First time in this shop today.
My nine year keep asking for bubble tea.
so many varieties but the shop keeper help me to find a nice one for her.
I went back to do school pick up and gave her the bubble tea. She loved it very and
wanted another one immediately.
So I will be back.
Oh good customer services too.

2 weeks ago
The staff were very helpful and friendly in helping me choose what drink to get as it
was my first time getting bubble tea and i was unsure what to get. My wife really
enjoyed her drink she got the mango milk and i got the strawberry milk. For me it
was too sweet and I didn’t end up drinking it all but the service was excellent and ill
try a different flavour next time, but overall I’d still recommend.

2 weeks ago
Lovely tea but pretty low chance you get your order.

2 weeks ago
Good bubble tea and very nice people

3 weeks ago
Awkward entry but great to see the influx of quality bubble tea shops everywhere no
central
a month ago
Just went here for the first time today. Delicious bubble tea and definitely a rival to
some of my other favourites in London. We liked the use of paper straws as a small
step towards making bubble tea a more eco-friendly industry. Delicious taste and
tapioca pearls that had a nice chewy consistency. Will definitely come back.

a month ago
Really delicious bubble tea :) It was the first time trying and I really enjoyed it! Staff
were very friendly and kind where as It was my first time ordering they guided me
through my order. Priced averagely at around 4£ and above depending on the bubble
tea you choose (I had the Classic Bubble Tea) which is reasonable. It's great to have a
place like this local as there isn't one around the area. Opened recently so I will be
there again and will also Recommend!

a month ago
Finally a Local Bubble tea joint!
Pricey as usual for bubble tea at around £4.50 for a large. (2for1 was being offered
for their grand opening weekend)
Quality of the drinks were good, slightly better than average for what we tried so far.
Staff seemed a bit down in the dumps, would be nice to see a smile here and there
especially for the grand opening but could just be that they were very busy.
Sadly most people really struggled to hear the cashiers voice over the noise of traffic
and blenders (and face masks) may be a good idea to have a written template they
can point at if it’s too loud to hear as I felt bad having to keep asking what she was
saying.
Overall a decent little place, hopeful that it will become a regular hot spot for years
to come!

a month ago
Horrible customer service! I went well ahead of closing time, an hour earlier. He
claimed they couldn’t make anymore and was closed. However, they were willing to
serve you if you had preordered online! There was a man serving who was extremely
rude when he decided to inform me they were closed. Seemed like he just wanted to
close early and go home. Wouldn’t bother going back, which is a shame as I would
have been a regular local customer.

a month ago
Great customer service. have been to it already quite a few times and will definitely
come back in the future, love the wide variety and the quality is great!

a month ago
The peach tea was just what I need on a hot day so refreshing and tasty and they
have a huge range of flavours

a month ago
The matcha bubble tea was outstanding, had to wait in the queue but that's because
they where so popular, well worth a visit

a month ago
This is my favourite. Thanks for finally coming to SE. I used to travel to N22 just for
this tea.

a month ago
Pearl cooked through very chew and nice favour

a month ago
Finally, a good milk tea/ boba place!

a month ago
They don’t know how to handle queues, people wait outside for more than an hour
without knowing what’s happening, they could have advise that’s an hour just to
order (or that they’re not taking any at the moment) plus one more waiting for the
tea.

Quantitative Data-
A quantitative survey was designed based on client’s request. It was sent to Year 2
Marketing/Advertising students who study MARK1109 Module in University of
Greenwich. Please see the excel sheet for data.