Serenitea milk tea brand opens franchise in Cebu
Grace Melanie L. Lacamiento (Banat) - May 29, 2013 - 12:00am

CEBU, Philippines - A leading home-grown brand in the Philippine milk tea industry recently opened its first franchise in the country and chose the Queen City of the South as its second home outside Manila.

Serenitea, a local milk tea brand that originated in Manila, had its grand opening for its first franchise in the Philippines last Saturday.

It is its latest addition to the 23 existing company-owned branches in Manila.

It occupies a 90-square meter space situated at Calyx Center, Cebu IT Park with a 60-person seating capacity for both indoor and outdoor areas.

Juliet Herrera, owner and general manager of Serenitea, said in an interview that the company ventured into its first franchise system since they have found an opportunity to expand given the vibrant market of working professionals in Cebu.

She cited in particular that Cebu IT Park is a strategic location that houses its desired market of professionals, yuppies and students.

Amid the strong competition in the market, she said that Serenitea boasts of its freshness, finest taste and richest aroma as each order of tea is freshly brewed by the company’s tea espresso.

She noted that franchises of Serenitea should ensure they follow the same product quality in Manila while the company is open for suggestions from its franchisees to improve the brand.

Although she said that the public could expect more franchises in the years ahead, she clarified that they are carefully studying the market before they carry out their expansion programs in the country.

“We want to strategically position ourselves. We are not in the rush. No pressure,” Herrera said, adding that they may possibly open their second franchise in Davao by year-end or early next year.

With an initial investment of P5 million, Crystal Chloe Ong and Francisco Bernardo work as business partners for the first franchise business of Serenitea in Cebu.

Ong said that they chose to be a franchisee of Serenitea since they believe that it is the strongest milk tea brand in the Philippines as manifested by its good brand recall in the market and growing loyal customers in the country.

“Serenitea is not your ordinary cup of tea. If you want something fresh and innovative, try Serenitea and have that distinctive and addictive feeling for tea,” she said.

She then described Cebuanos as the market who would go for the value for money, thus Serenitea would be the ideal choice for them when it comes to tea beverages.

The Cebu franchise had its soft opening last month and Ong said that the market has been positively responsive so far.

In fact, she said that Okinawa classic milk tea that is famous for its black sugar flavor is considered as the bestselling tea product in Cebu, as in Manila.

Ong further revealed that the Cebu branch will also offer a menu of side dishes and snacks three months after.

Serenitea will turn five years old in the milk tea industry by December. — (FREEMAN)

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