How this NUS degree built a pioneering specialized matcha shop in S’por – Wired PR Lifestyle Story

Kevin Chee traveled frequently to Japan (Covid’s predecessor, of course) and then realized that he couldn’t find high quality. matcha (or green tea) is the equivalent of the ones I tried in Japan here.

The 34-year-old wanted to fill that gap and set up an F&B business specializing in it. matcha Singapore. He contacted a fourth-generation Japanese tea farmer to secure cooperation in bringing his tea leaves and powders.

This led to its launch Matchaya In 2015, Matcha Latte, Houjicha Latte and Royal Milk Tea were bottled as a pop-up store selling food at carnivals and flea markets.

The initial investment of $ 3,000 was put into the part-time business and was able to match within three months.

Soon after, Kevin thought the brand needed to have a more lasting presence and set up its first tea bar kiosk in Icon Village, though that has closed.

The following year, he opened his first progressive tea bar in The Cathay, which is still in operation today.

Since then, Matchaya has created a range of four outlets in Singapore and in 2019 also changed it as a “progressive tea bar” to reflect its modern concept, while still maintaining the old trends of smoothing and brewing tea.

Build an inexperienced tea company

Despite zero knowledge and experience in F&B, Kevin – then 28 – was very intrigued by the tea business and wants to help bridge the industry gap, especially in terms of product and customer experience.

“Everyone sees it [Matchaya] as a tea company that innovates tea products so that more people can enjoy tea in a different way. We don’t stick to the rules, but we firmly believe that we push the boundaries when it comes to managing products and experience that add value and customer value. [satisfaction]”.

The beginning of the business, however, was not easy. He relied on a “notion of survival instinct” and did everything he could to make it work, including a variety of juggling caps.

He oversaw business operations for 14 hours a day, then returned home to continue doing financial, marketing, human resources, and research and development (R&D) before finally falling asleep for a few hours, and this cycle would do. repeat.

“Everyone in our industry understands the hard physical work we do, but mental stress continues even when we leave our retail stores,” he laments.

In terms of product development, the Matchaya team is looking for inspiration in “latest discoveries or trips”. Their customers are also involved in the process to let them know which flavor or product form they would like to see.

“To improve our taste and recipe, we take many R&D steps to develop a product that meets their needs. [our standards in terms of] taste, texture and uniqueness. The creation team must agree on a Minimum Viable Product (MVP) before launching the product, ”explained Kevin.

“As a young company, we believe in launching an MVP before improving our product as we learn from our customers. That way, we can adapt and grow faster to better meet our customers. [requests]”.

Beyond tea drinks and desserts, Matchaya recently launched a “tea of ​​peace”.

The group is also doing a lot of R&D due to its floral tea blend, ready-to-drink (RTD) offer and signature soft serve containers. Kevin is responsible for introducing these products to various retail platforms such as RedMart, Lazada and gourmet supermarkets.

As a pioneer matcha a specialist store, Matchaya also had to step up its efforts to educate consumers matcha and its benefits. They invested a lot of time and resources in creating content on their website and social media channels.

With a strong focus on digital marketing, they have managed to grow their strong local and international customer base organically.

Overcoming the challenges of Covid-19

Since its inception, Matchaya has adopted an omni-channel strategy. Beyond its physical tea bars, customers can participate in or buy with the brand through its website and retail distribution channels.

Kevin noted that since the inception of Covid-19, there has been a significant increase in online activities, which has increased the brand’s exposure and increased revenue from all of its channels.

By constantly maintaining its online and offline presence, Matchaya has been able to adapt quickly to the pandemic, which has greatly affected its business, like many others in the F&B industry.

“Pedestrian traffic and sales have dropped a lot in our stores because customers don’t come out so much. Fortunately, Covid-19 has accelerated our growth in our online and distribution channels, where we can reach our consumers through D2C (directly to the consumer).

“We are grateful that our business management and vision continue to expand.”

In the midst of the pandemic, Matchaya has steadily grown in size, opening three more stores in Singapore – a Paragon tea bar kiosk in October 2020, as well as a flagship tea shop in Takashimaya and a progressive JEM tea bar in June 2021.

According to Kevin, three or four more stores will open in 2022. They’re still looking at outlets that “make sense in terms of demographics and delivery radius,” which existing outlets don’t fill at the moment.

He added that they have also received a bit of foreign inquiry and as Covid-19 is improving its situation, it expects to be the first foreign store in 2022.

“People are everything”

Matchaya currently manages between 60% and 70% matcha It supplies Singapore and expects the distribution area to grow by 10 per cent next year.

Commenting on the growth of the business so far, Kevin referred to being “the right people at the right time” one of the main factors.

He has acquired two excellent colleagues and now forms part of Matchaya’s management team, helping to grow the business.

“People are at the heart of every business and in our case, we believe in people. We are fortunate to have people of the same mindset who join us in building a stronger culture of people. As a company, we are constantly evaluating ourselves to make working here a fun and rewarding experience. ”

“Rejoice in your people, and they will take care of the rest,” he said.

In addition, over time, consumers’ knowledge of tea helps. matcha and health foods have arrived, so Matchaya is more attractive now.

However, the F&B market is saturated and competitive, so what can be the secret to success in this industry?

For Kevin, innovation is their key feature: the way they present their products, especially in terms of customer experience and customer service.

“Good experience [encourages] with a return customer and excellent products, a customer will become loyal and supportive in the long run. ”

He summed up the conversation with the mantra of his personal business: “Work hard and keep going, find the right people and never stop challenging yourself. [to be] the best.”