The Taiwanese tea brand’s Australian head of franchise and operations, Sindy Yeung, explains the brand’s approach, it’s franchise support, and plans for growth.
How long has the business been trading?
Chicha San Chen began trading in Australia in January 2023, when we opened our first flagship store in Sydney. After two years of establishing stable operations, brand localisation, and supply-chain foundations, we launched our franchising program. Our first franchise store officially opened in November 2025.
What does it cost to buy a franchise?
The minimum turnkey investment to open a Chicha San Chen store in Australia typically ranges from $200,000 to $500,000. This includes franchise fees, fit-out, equipment, POS system, signage, initial inventory, and pre-opening setup costs.
What are the core areas of your company’s business?
Our core business focuses on operating and expanding Chicha San Chen in Australia through a fully supported franchise system, offering comprehensive training, supply-chain management, and brand operations. We specialise in delivering high-quality handcrafted tea beverages while providing franchise partners with strong operational systems, marketing support, and long-term business guidance.
Who is a typical customer?
Our typical customers are local Australian consumers across a broad age range, from younger tea lovers to older customers who enjoy high-quality, freshly brewed beverages. As the brand grows, we plan to further engage mainstream local audiences through expanded store locations, community-focused marketing, and products tailored to Australian taste preferences.
What makes your brand stand out from the competition?
Chicha San Chen differentiates itself through its award-winning Taiwanese tea leaves (recognised with the prestigious iTQi 3-Star Superior Taste Award) and a patented extraction system that brews each cup fresh to order with precise temperature and timing control.
Unlike brands relying on pre-brewed bases, our stores operate a full handcrafted tea setup using freshly ground ingredients and on-the-spot brewing, delivering a premium, authentic Taiwanese tea experience that cannot be replicated by typical bubble tea operators.
Why is this a good business for a franchisee to buy into?
Chicha San Chen gives franchisees the advantage of selling a premium, award-winning product that consistently attracts high foot traffic and repeat customers.
Our handcrafted-tea model, streamlined operations, and centralised supply chain allow franchisees to focus on sales rather than complex preparation. Strong brand recognition and continuous marketing support create a clear pathway to long-term growth and profitability.
Which element of franchisee support that you provide is the most well-received?
The most well-received support we provide is our comprehensive store onboarding and ongoing operational guidance. Franchisees value this highly because our team stays with them from pre-opening setup through to daily operations (standardising recipes, troubleshooting equipment, training staff, and ensuring product consistency) so even owners without hospitality experience can confidently run a high-performing store from day one.
How many hours a week does a franchisee typically work?
A franchisee typically works around 25–35 hours per week, with slightly higher involvement during the first few months while the store team is being trained. Once operations and staff are stable, most franchisees shift into a supervisory role rather than day-to-day shop work, giving them flexibility while still maintaining strong oversight of the business.
What drives your growth strategy?
Measured, location-focused expansion drives our growth strategy, prioritising high-traffic sites where our handcrafted tea concept resonates strongly with local customers. By scaling deliberately—supported by solid operations, supply-chain capacity, and strong franchisee onboarding—we ensure each store performs sustainably rather than pursuing rapid, uncontrolled growth.
What are your expansion plans for the next five years?
Over the next five years, we plan to expand Chicha San Chen across major Australian cities through a controlled rollout of between 50 and 80 new stores, focusing on high-visibility shopping centres and strong suburban trading hubs.
Our strategy includes building regional supply-chain capability, strengthening franchisee training programs, and developing new store formats to support scalable, sustainable national growth.
Please share one exciting innovation/ development you have planned
One exciting development we have planned is the introduction of a new Brew Bar concept that showcases our patented tea extraction system and allows customers to watch their tea being freshly brewed in-store. This elevates the premium experience, strengthens product transparency, and gives franchisees a unique point.