Bobaboba plans expansion through robotic machines on campus
The company plans to increase its urban footprint through the use of robots.
Bobaboba, a rising star in the bubble tea industry, is taking a unique approach to expansion and competition as it plans to deploy robotic machines to universities for students to get their boba fix more conveniently.
Angela Tran, Founder of Bobaboba, said that the business quickly distinguished itself by creating its own tapioca balls, which is a key component of bubble tea. This move was born out of necessity due to limited supply but has become the cornerstone of Bobaboba.
To keep up with the competitive milk tea landscape, Tran said they will use robotic machines slated for installation in high-traffic areas, like university campuses, without trying to interfere too much with their franchises.
“Bobaboba will be in places like universities that have student libraries, just so it's easier for people to access. It does have a limited menu. But when you want one when you're studying, you're going to have one but you won’t want to drive out,” she said.
She mentioned that one of the unique selling points of Bobaboba is its fresh boba, which Tran describes as natural and preservative-free, with a mochi-like texture. She explained that the distinctiveness sets them apart from competitors.
“It tastes a lot different to other competitive brands while still keeping the same value of consistency and texture. We all love the chewiness,” she said.
Tran also revealed Bobaboba’s shift from producing boba at their flagship store to a commercial kitchen, emphasising that this move was crucial to meet the growing demand of the supply chain.
“Our customers are happy to pay that price. That premium price point serving but it is a quality product.” she said, “We entered the market at a more premium price than everyone else. We didn't worry too much that our price point was more expensive. Our mission was to deliver quality bubble tea.”