Here's How You Can Franchise Moonleaf Tea Shop

When milk tea became first known and loved in the Philippines in the 2010s, Moonleaf Tea Shop was at the forefront of introducing the Taiwanese milk tea experience to the largely coffee-loving Filipinos. One of the owners of the enterprise came from a study experience in Taiwan, the milk tea capital of the world, saw its potential and felt optimistic about bringing the milk tea experience to the Philippines at a time when coffee shops were the go-to place to hang out. 

“It was in 2010, when milk tea was still unfamiliar to the Philippines,” says Pauline Limgenco managing partner and director of Moonleaf Tea Shop. “Our group saw the potential and took the risk to build Moonleaf as a brand. Back then, there were very few milk tea players in the country, so Moonleaf is considered one of the OG homegrown brands that brought the milk tea experience to Filipinos.”

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Today, through established standards and systems, easy setup and operations, strong marketing support, and expert-developed franchise program, Moonleaf is on its way to having 100 branches nationwide. The brand’s delicious yet affordable milk tea and other beverage and snack offerings is loved and sought after since it opened its first branch.

A CSR initiative of Moonleaf Tea Shop

Photo by Moonleaf.

“Our goal is to always bring and foster positivity to the community one cup at a time,” Limgenco says. “To accomplish this, we serve exceptionally delicious milk tea while providing a welcoming environment and warm customer service.”

In pursuit of embodying "good vibes one cup at a time," Moonleaf's devoted team ensures that the brand is built upon a robust foundation through its own take of the 5Ps of branding. This commitment to excellence ensures that the Moonleaf brand is not just memorable, but also leaves a lasting impression on customers and to their franchise partners.

The 5Ps of branding of Moonleaf Tea Shop 

1| Purpose

It all boils down to the why: the reason and the purpose. “When you know your purpose, you are grounded as to knowing why you do what you do, your mission and vision are clear, and you will know how you will inspire others and the community while achieving your dream,” explains Limgenco.

Moonleaf’s purpose began on October 3, 2010, in a small 16 square meter stall in Magiting St., Quezon City. It started because of the belief of the founders that the milk tea industry has a promising future in the Philippines. “We believe in the product, and we believe milk tea fits the Filipino taste. Most of all, we believe in our mission to bring good vibes through our products one cup at a time. We make sure that when customers arrive at a Moonleaf Tea Shop, they come out with a happier mood and optimism that makes their day.”  

2| Publicity

Limgenco says that if you are true to your purpose—your why—it will be easy for you to share your story. Effective publicity is meaningful and can easily communicate your goals, plans, products, efforts, advocacies, and values.

Moonleaf is active and strategic in marketing its brand and products via social media. The consistent use of relaxing, nature-like colors in its materials already gives that calm and positivity that a customer is probably looking for. With an 80,000 strong following on Facebook, Instagram, Tiktok, and Twitter, they see to it that their products are highly accessible by creating a user-friendly website and collaborations with delivery apps.

Photo by Moonleaf Tea Shop .

3| Partnerships

“We have collaborations with Ben & Jerry’s, Mister Donut, Selecta, and more because we want our loyal customers to be happy by introducing more products to them,” says Limgenco. Partnerships with other brands are also very beneficial in providing more income streams to Moonleaf franchisees.

But beyond these business collaborations, Moonleaf also ensures that they contribute and participate in the communities they are located in by supporting local organizations, LGU programs, and more. “We remain genuine in our advocacy for women empowerment and being an ally to the LGBTQ+ community,” she says.

In 2023, Moonleaf launched its PRIDE Campaign, actively engaging with the LGBTQ+ community, including prominent leaders, and making sure the campaign is felt in every Moonleaf store through in-store pride giveaways and collaterals.

Moonleaf has also always partnered with LGUs to give back to the community during the pandemic and natural disasters, providing drinks, food, and good vibes to the most affected.

Moonleaf leaders are also active members of the United Nations Women Organization and Network of Enterprising Women in the Philippines, in support of its advocacy of women empowerment,

4| People

A business will not be successful without the people in and around it. Moonleaf’s officials knew from the start that they should invest in internal talents and customer relationships in order to achieve their goals.

“We treat our customers as family and friends whom we want to take care of, share good vibes via our affordable yet delicious milk tea, relaxing store ambience, and topnotch customer service.” Limgenco says. “We treat our Headquarters Moonleaf team and staff as family by providing them a great working environment, competitive salary and benefits, and unwavering support. We know that finding the right team is critical for Moonleaf’s growth.”

Photo by Moonleaf Tea Shop .

5| Product

In the competitive milk tea industry, staying relevant is a must. “We are always on the lookout for emerging trends to study them and we make sure to check out our competition as well,” Limgenco says. “We release seasonal products to continuously excite the market.”  

Aside from doing collaborations to uplift the brand and increase its reach, Moonleaf makes it a point to continuously pivot and adjust to the demands of the changing times and to regularly evaluate their systems, processes, and even their business model if needed.

How to franchise Moonleaf Tea Shop

To provide options to various entrepreneurs, Moonleaf currently offers two franchise formats: a kiosk store at P688,000 to P899,000; and in-line store at P899,000 to P1.6 million. Those interested in franchising Moonleaf can visit this link to know more about the concept or sched a Franchise Discovery Discussion. The next step is to submit the pre-qualification form and location proposal with a map.

Once the application is assessed and approved, the franchise agreement signing and payment comes next. Store design, activation planning  and construction will commence in preparation for the grand opening of the branch in as fast as two to three weeks from signing the franchise agreement.

For inquiries in franchising Moonleaf Tea Shop, you may call/text  +632 8634 0586, +632 8634 3717, 0920 9830247, or +63917 8816999 or email [email protected].

Sam Christopher Lim is the CEO of Francorp Philippines; Co-author of 12 Strategies for Franchising; President of U-Franchise Sales & Management; Chairman for ASEAN Integration of the Philippine Franchise Association; and Chairman for ActionCOACH Philippines.