From franchisee to startup: The birth of LiHO bubble tea

• Main Authors: RAMASWAMI, Seshan, WONG, Adina
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Brand Management; Services Marketing; Consumer Behaviour; New Product Introduction; Marketing Principles; Marketing Strategy; Asian Studies; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/333; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0003%20%5BLiHO%20Tea%5D/SMU-20-0003%20%5BLiHO%20Tea%5D.pdf
• Institution: Singapore Management University

The case begins in 2009, when the Gong Cha franchise was launched in Singapore by entrepreneur Rodney Tang with a sole outlet in a mall. Within two years, the franchise expanded to 20 outlets, and another five years later, there were 80 outlets in the city-state, and Gong Cha had a well-established...