The Philippines witnessed an overwhelming craze for frozen yogurt and milk tea, leading to the proliferation of kiosks and stores across malls catering to the popular beverage. Among the enterprises that emerged during this trend is Frotea, a unique blend of frozen yogurt and milk tea, which established its presence in 2012 and swiftly gained recognition in the market.
Ana Lustre-Malijan, the brains behind Frotea and its president, initially ventured into the frozen yogurt and milk tea business as a means to explore entrepreneurship. Despite her background as a civil engineer, she quickly recognized the potential of this venture and dedicated herself to its growth.
“When I opened my first store, I was testing the waters, observing the market’s response. It took me five years to fully commit to the business. The turning point was when we participated in a university fair and sold 400 cups in six days. That’s when I realized the immense opportunity in this industry,” Malijan explained.
Drawing from her experience as a franchisee and armed with a vision to stand out in a saturated market, Malijan positioned Frotea as more than just another milk tea brand. By rebranding as a ‘milk tea dessert shop,’ she aimed to offer a distinctive experience to customers, setting Frotea apart from competitors.
“Our hashtag #summerinacup has gained traction, especially among schools and universities, where we have cultivated a loyal following. Frotea has become a beloved brand in the provinces, nearing its 12th anniversary,” she remarked proudly.
Embracing franchising as a growth strategy, Malijan sought guidance from Francorp Philippines, leading to the expansion of Frotea to 19 branches across diverse locations, including her hometown in Puerto Princesa, Palawan, and various provinces in Luzon.
With plans to further expand into South Luzon and Cavite in 2024, Frotea remains committed to its core values of affordability and quality. All ingredients are sourced from Taiwan, ensuring the highest standards for their products.
Innovation remains at the heart of Frotea’s evolution, with recent introductions such as milk tea dark chocolate-topped bingsu and soft-served milk tea ice cream catering to evolving consumer preferences.
Malijan attributes Frotea’s success to its relentless pursuit of excellence and adaptability. She emphasizes the importance of continuous improvement and resilience in the face of challenges, drawing inspiration from her family and her entrepreneurial journey.
“While entrepreneurship is undoubtedly challenging, it also presents opportunities for growth and learning. Failure is a part of the process, but it’s how we respond to it that defines our success,” she concluded.
