ToCoToCo, one of Vietnam’s leading local bubble tea brands, is intensifying its efforts to stand out in the crowded food and beverage (F&B) market by lowering prices without compromising quality. The brand is leveraging locally sourced materials and prioritizing customer health as central components of its strategy to compete against international rivals.
By investing in research and development to create new beverages and sourcing high-quality ingredients from local farms, ToCoToCo aims to deliver top-notch bubble tea at more affordable prices. This approach not only enhances customer satisfaction but also reinforces trust—a key element that the brand considers its most valuable asset.
1.Innovation and Affordable Offerings
As part of its commitment to providing accessible, high-quality products, ToCoToCo has recently introduced two new drinks: Boba Cheese Milk Tea and Jasmine Green Tea with Pear.
The Boba Cheese Milk Tea features boba made from premium Laughing Cow cheese, paired with robust black tea for a creamy, indulgent experience. Meanwhile, the Jasmine Green Tea with Pear incorporates organic pears sourced from Vietnam’s northern provinces, offering a refreshing twist on traditional green tea.
In a bold move to make its offerings more accessible, ToCoToCo has launched a promotion where all drinks are priced at just VND 25,000. This price point is particularly attractive to students and rural customers, positioning the brand as a more affordable option compared to competitors in the milk tea sector.
“Customer health and satisfaction remain ToCoToCo’s top priorities,” said Van Le, the brand’s marketing director. “We are deeply invested in developing new drinks and sourcing premium materials to ensure our customers receive the best quality beverages. Our goal is to continually evolve and meet our customers’ changing needs.”
2.Commitment to Local Sourcing and Quality
ToCoToCo emphasizes the importance of transparency and locally sourced ingredients, challenging common misconceptions about the quality of milk tea ingredients in the domestic market. The brand’s raw materials come from trusted suppliers and undergo strict testing in accordance with ISO 22000 standards, ensuring food safety at every stage of production.
For example, the green tea used in ToCoToCo’s beverages is grown in Moc Chau, an area known for its high altitude and cool climate, which enhances the tea’s flavor and quality. Jasmine flowers are infused into the tea leaves through a traditional process that spans 40 hours of incubation and drying, preserving the tea’s natural fragrance and creating a balance of sweetness and bitterness.
ToCoToCo remains one of the few brands in Vietnam to offer ISO 22000-certified ingredients, highlighting its dedication to maintaining the highest standards in food safety and quality.
3.Competing in a Challenging Market
The Vietnamese F&B market has become increasingly competitive, with international milk tea chains rapidly expanding. According to a survey by iPOS.vn, the number of F&B establishments across the country has decreased by 4% year-on-year, underscoring the difficulties faced by businesses in the sector.
Despite these challenges, ToCoToCo continues to thrive. “Declining purchasing power and increased competition have not deterred ToCoToCo,” said Van Le. “After more than a decade in the market, ToCoToCo still holds the title as the largest milk tea chain in Vietnam.”
In 2023 alone, ToCoToCo sold an impressive 36 million cups of drinks, solidifying its reputation in a market that is showing signs of saturation. This success is a testament to the brand’s ability to adapt while staying true to its core values of quality and customer trust.
As ToCoToCo continues to innovate and optimize its offerings, the brand is poised to maintain its leadership in Vietnam’s competitive F&B market, remaining a favorite choice among milk tea enthusiasts.
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