Why Milksha believes more competitors in the bubble tea market is an edge | QSR Media

Why Milksha believes more competitors in the bubble tea market is an edge

The brand has been methodically expanding and targeting Asian consumers.

The bubble tea market is getting more competitive however Milksha managing director Jeffrey Lin sees this as a positive for a growing brand like Milksha.

In a quick catch-up with QSR Media, Jeffrey said he noticed that the market has grown even more competitive, especially in Melbourne with the likes of HeyTea, Gong cha, Xing Fu Tang, and more.

However, because of how many bubble tea brands to choose from, Jeffrey said consumers are now more willing to try different brands.

READ MORE: For Milksha, Australia’s bubble tea market has yet to burst

“Because of these different brands, they get to try more different flavours they haven’t experienced before. It’s more subjective when it comes to choosing a flavour they like. So consumers are more educated about the different bubble tea brands now. Now they can compare different brands, what type of milk they use or what type of tea they use,” Jeffrey explained.

This is where Milksha plans to compete in. 

“There’s always new brands or new ideas coming in. To compete in this market, we focus on quality control because I think at the end of the day it comes back to the product and the service,” Jeffery said.

Brand new Milksha

Milksha recently opened in Sunnybank, sporting a new look to emphasise a more timely and contemporary design incorporated by the new round counters and outdoor sitting area

The new Sunnybank location will also utilise the use of a self-ordering kiosk for customer convenience.

According to Jeffrey, they chose Sunnybank because it is a more Asian-based area and has a good vibe where customers can partner their bubble tea with street foods from different vendors.

“Sunnybank is a location where those who want to eat something outside of the CBD. So it’s a good spot to have a Milksha store,” Jeffery said.

Before the end of the year, Milksha would have a total of seven locations, with a flagship store in Sydney. Jeffrey admitted that their goal of 60 stores is still far off but hopes to get 20 new stores in the next five years.

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