Innovation

Teaser has impacted their customers good health and well being with their innovative traditional tea beverage to bring a healthier alternative drink. Beverages are known for their high energy and calories to provide flavors, while tea leaves could provide the flavor while low in energy and calories.

Meanwhile, to make a larger group of people like tea drinking, Teaser adds more nutrition to tea drinking by using fresh cheese topping and they put in fruit chunks. Customers can choose the percentage of sugar and full-cream or low-fat milk to control their energy intake.

For the responsible consumption and production, "we aim to provide a natural and healthy drinking lifestyle to our customers, tea leaves, cheeses and fruit are selected of the best quality to make our tea beverages.", said the store manager Celine. "Cups we use are Polypropylene PP5, which is a commonly recycled material. Moreover, designed cup lid to reduce the use of straws" Celine added.

Inspiration

Celine likes drinking tea as most Chinese people do. Tea drinking has a long history, the first documented references to tea appeared in China in the third century CE. (Munday, 2016) However, nowadays tea drinking is not as popular as coffee. Good quality tea beverages are a fresh market with a potentially significant market share globally.

However, traditional tea drinking is not suitable with current peoples' social needs and fast-paced life, so how can we improve the traditional tea drinking to suit more massive group flavor while retaining the original flavor of the tea.

Teaser innovates tea drink based on the thought of latte coffee and Taiwan bubble tea.

The past several decades have seen a sharp increase across the globe in the consumption of caloric beverages. Also, for many of us, a global intake of several hundred extra calories a day from sugary beverages has now become the new norm. (Popkin, 2012) "People nowadays are concerned about their energy intake from beverages; thus if we could consider this for them, people would also be more willing to purchase," said the store manager.

Reference

Popkin, B. (2012). Sugary beverages represent a threat to global health. Trends In Endocrinology & Metabolism, 23(12), 591. doi: 10.1016/j.tem.2012.07.003

Munday, R. (2016). Tea: Health Effects. Encyclopedia Of Food And Health, 273.

Overall impact

I can see more people drink Teaser' healthy tea beverages in the street without using straws.

Comments from several universal restaurant rating apps reveal people's love for this new generation delicious and healthy tea drink.

In the short term, with more customers switching from their previous choice of unhealthy beverages into a healthy tea drink, they shall become healthier.

In the long term, the full recycled cups would be eco-friendly to the environment, and the straw-less lid is reducing waste and safeguarding the environment.

Business benefit

As more and more people are pursuing a healthy lifestyle and choosing to drink Teaser' new generation tea drink rather than other beverages, revenue rises linearly. Teaser opened three stores in Melbourne, and another one is preparing to open soon. Teaser's new generation of tea drink has the potential of expanding globally like Starbucks.

Innovated tea drink can find a broader customer group, because the tea toppings of cheese, milk mousse, or fruit meet most of the people's tastes.

The more female employees hired benefits this store because female employees understand customers' perspective on tea maker. This is consistent with what Teaser advertised themselves as with each tea drink being made of love.

Although the design process of the straw-free lid cost Teaser a lot, the lower use of straws saves Teaser a much more expensive cost of purchasing straws.

Social and environmental benefit

With the ambition of being a tea beverage brand globally like Starbucks, Teaser impacts their customers in society by selling a healthy alternative to the traditionally unhealthy beverages.

Teaser is willing to hire female employees, and the store manager is also a female, which by doing so, Teaser provides more gender equality and empowers women and girls concerning workforce level.

Moreover, the new design straw-free lids reduce waste generation through prevention, and the full recyclable cups reduce waste generation through recycling. Therefore, the lid innovation benefits the environment.

Interview

Celine Chen, Store Manager