By investing in research for new drinks, sourcing high-quality ingredients, and optimizing product costs, ToCoToCo aims to deliver high-quality tea at affordable prices. 

This strategy places customer satisfaction at the forefront, viewing customer trust as the brand’s most valuable asset as it strengthens its position in the F&B market.

Adjusting material costs to ensure the best customer experience  

Recently, ToCoToCo introduced two new drinks to its portfolio, showcasing both creativity and commitment to quality.

The first highlight is Boba Cheese Milk Tea, featuring soft yet chewy boba cheese made from the premium Laughing Cow cheese, combined with rich black tea to create a creamy and irresistible drink. 

The second drink organic, Jasmine Green Tea with Pear, uses locally sourced pears from northern mountainous provinces, offering a unique and refreshing flavor.

In a special promotion, ToCoToCo is offering all drinks at the same price of VND25,000, making its drinks accessible to students and customers in rural areas. This price point is particularly affordable compared to other milk tea shops, making ToCoToCo’s offerings stand out.

“ToCoToCo always places customer health and satisfaction as our top priority,” said Van Le, marketing director of ToCoToCo. 

“We are willing to invest heavily in researching new drinks and sourcing premium materials to ensure our customers receive the best quality beverages. Our goal is to constantly improve and meet the evolving needs of our customers,” she said.

ToCoToCo also emphasizes transparency in sourcing its ingredients, relying on Vietnamese agricultural products with clear origins to change misconceptions about the quality of milk tea ingredients in the domestic market. This commitment has helped the brand gain customer trust and build its reputation.

ToCoToCo’s raw materials are sourced from reputable suppliers and strictly tested under ISO 22000 standards, ensuring food safety at every step. For example, the green tea used in their drinks is grown in Moc Chau, where the high altitude and cool climate produce tea with excellent quality and flavor.

The tea leaves are carefully infused with jasmine flowers using traditional methods, preserving the natural fragrance and quality. The meticulous process, including 40 hours of incubation and drying, ensures that the tea retains a unique balance of sweetness and bitterness, creating a refreshing experience for customers.

Through continuous innovation, ToCoToCo remains one of the few brands in Vietnam to offer ISO 22000-certified ingredients, a food safety management standard that ensures products consistently meet customer and regulatory requirements.

Lowering prices to stay competitive against rivals  

Competition in the F&B market has become increasingly fierce, with international chains rapidly expanding in Vietnam. According to a report by iPOS.vn, which surveyed nearly 1,000 F&B business owners, 2,360 diners, and 1,307 F&B employees, the number of stores across the country has decreased by 4% year-on-year, indicating the growing challenges for businesses in the market.

Despite these challenges, ToCoToCo continues to thrive. “Declining purchasing power and increased competition among milk tea brands seem to be no match for ToCoToCo,” said Van Le. 

“After more than 10 years in the market, ToCoToCo still maintains its position as the milk tea brand with the largest number of stores in Vietnam,” she added.

The brand sold an impressive 36 million cups of drinks last year, a remarkable achievement in a market that is showing signs of saturation. This success highlights ToCoToCo’s resilience and ability to adapt to market pressures while staying true to its core values of quality and customer trust.

By continuously improving its products and services, ToCoToCo aims to strengthen its footprint in the F&B market, ensuring it remains a top choice for milk tea lovers across Vietnam.

PV