Posted on : 2023-01-22 21:58:50
Article : Good morning, Monday Solution to TASK 226- Winston Chu’s success is, understanding the customer, respecting the traditional tea business and involving his customers in his business with his unique customer promotional offer.
From the child hood Winston Chu was a keen observer of any activity that attracts him. He has grown with his nurtured passion to become an authentic tea master of traditional Hong Kong Milk tea. Now with the opportunity of getting a place in busy high end Admiralty area, Winston Chu made a difference to the heritage Hong Kong Tea by adding fruit juices to the strong blend of tea and cap it with layer of evaporated milk. Customer can choose their choice of fruit juice for their tea. He installed even a sugarcane juice machine to make it ready for any customer’s choice of sugarcane juice blend tea. As an extension to retain and add new customers he started offering tea with a blend of fruit juices, milk and cheese to cap the tea for the customer. This has offered a new opportunity for Hongkongers to enjoy their traditional tea in new flavors and forms.
In fact, Hong Kong milk tea in its standard form comprises 30 per cent Broken Orange Pekoe (BOP) leaves which contribute to the aroma, 30 per cent BOF Fannings which gives a deep reddish/brown color, and 30 per cent Dust, which contributes to the strong taste. The final 10 per cent is any good rated tea leaves/dust, which enhances the aroma and texture.
Chu’s unique consumer promotion-Ultimately taking a leap forward on promotion part for his outlet Winston Chu announced that any customer who had purchased 9 cups of teas in his café can have 10th cup of tea as free on a condition that customer should suggest a new recipe of tea for themselves. One such innovative recipe was offered by a customer who ordered his tea with sea salted cream cheese Milk cha which is now on their menu and the top selling tea in Long Cha café.
This turned the entire business pattern of Winston chu with people thronging to his Long Cha café for their favorite blend of Hong Kong tea. The customer numbers have grown to the extent that Long Cha café indicates waiting time for the customers which customers pleasantly accept. Main plus point is he did not open any branches or offered any franchises.
Here the point to ponder is pulling customers to the café for a tea and to retain the customers with his promotion offer is unique which does mean that Winston Chu is making the customer to involve in his business and that new recipe is becoming an extension to the present flavors of Long Cha improving business growth opportunities.
End point- Tea is a most common stimulating hot beverage in all most all parts of the world. Even in India in Himachal Pradesh, dry fruits tea is served at a high cost. In business and organizations management sometimes, it is not size and sector- it is dynamic idea and determined implementation to satisfy the need of customer. In many of single entrepreneur’s ventures the most essential part is observation of his choice business with passion and progressing with sincere efforts that brings the business success provided he/she understands the customer.
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I thank my son Sandeep Muthangi CFA, working as Managing Director -Research at Sunbridge Capital Partners Hong Kong, for sharing his pleasant experience of having a fruit-based milk and cheese capped Long Cha tea. His experience made me to present this business management TASK and Solution 226 as an innovative business idea for any passionate entrepreneur startups.