Tealive - Success Case Study

Tealive - Success Case Study

Summary

Tealive - Success Case Study is part of GlobalData's Success & Failure case study series. It assesses the success of the coffee and tea shop's innovations, which led to a total number of 650 outlets and a year-on-year increase of 79% between 2017-20.

This report is part of GlobalData's Success and Failures case study series, which explores the reasons underpinning success or failure, and key learnings. The coffee and tea shop mainly offers pearl milk tea and its objective is to bring joyful experiences through the product range.​ The chain witnessed rapid growth and currently has 650 outlets across three continents. In 2021, the private equity company Creador took 30% of the steak in TeaLive. Over the years, Tealive made creative collaborations with Mamee, Walls and beauty brand Safi. The brand has also offered sustainability initiatives e.g. reusable cups.​

Scope

• Implement long-term digital strategies to engage consumers who prefer online delivery.​
• Introduce sustainability initiatives throughout value chain to win over consumers, launching reusable products has especially been effective.​
• Promote experimentation throughout business, exploration of alternative channels such as retail has proved to be successful for foodservice providers.

• Use GlobalData's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success.