Unveiling the Majime business plan: 19 baht milk tea franchise, 900 branches in 6 years

Get to know Majime, a milk tea shop with 900 branches, highlighting the selling point of adjustable tea flavors to suit target customers in each location, pointing out that a glass of milk tea costs 1 baht, with half the cost and profit, setting up a team to contact locations to find potential locations to serve franchisees, preventing opening branches close to competing for customers, and sending “Majime on the move” as the front line to strictly inspect every branch nationwide.

Ms. Rungnapa Wongchan, Managing Director of Majime Group Co., Ltd. (Majime Headquarters) , revealed on the Franchise Zone stage at Money Expo 2025 Bangkok, in a presentation titled " Building a Successful Franchise: Majime Bubble Tea Has 900 Branches, " that...

Majime bubble tea brand has been open for over 6 years. In the early days of the milk tea business, since it was a new brand, it was not well-known. Majime focused on promoting by setting up booths and giving away samples to make consumers familiar with the brand logo until the brand became well-known.

“When customers started to get hooked, some people were interested in opening a franchise. We studied the franchise system and created a package. From the first day, the response was very good. Many people contacted us to become a franchisee, so we were able to expand our branches to cover the North, Northeast, Central, and South, until today, there are 900 branches.

The bubble tea business is one of the businesses that makes a lot of profit because the product is a beverage. If there is no tea boiling, no raw materials are wasted. This business can make a profit of 50-60% from the selling price of 19 baht per glass because the cost and profit are half and half. If you sell 100 glasses, you will make a profit of 1,400 baht after deducting the cost. In 1 day, you can definitely sell more than 100 glasses. Water is one of the four necessities, so it can be sold anyway.”

The brand's strength lies in its Taiwanese tea, which can be customized in strength according to customer packaging and location. For example, near educational institutions, the focus is on fragrant but light-flavored teas, while locations with a customer base of working professionals offer stronger-flavored teas.

In addition, the brand owner will personally teach every franchise customer to get drinks that meet the standards, as well as various sales techniques, sales locations, various locations, and packages that are suitable for customers. It is called a good consultation for customers who will open a franchise, plus a marketing strategy with a variety of menus that will capture many customer groups, whether children, adults, working people, or even the elderly, they can buy and eat.

“This business has quite a lot of competitors, but because our brand offers a wide variety of teas, we can compete with them. Some teas are unique to our competitors, which is a strong point that attracts customers to open a Majime bubble tea brand. Another obstacle we face is that customers want to buy franchises but are looking for locations close to existing franchises. We don't want stores opening too close together to prevent customer competition. Therefore, we have a team that contacts franchisees to find suitable new locations so we don't lose customers. Finally, we have a “Majime Mobile Team” that visits various branches to check on the quality, taste of the tea, ingredients, and provide advice to customers in-store regularly.”

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