| Singapore

The Coffee Bean & Tea Leaf appoints social media agency for Singapore market

The coffee chain has partnered with Singapore-based digital agency Hashmeta to create ‘innovative’ social media content and forge better engagement with customers

CBTL currently operates more than 60 stores across Singapore | Photo credit: The Coffee Bean & Tea Leaf Singapore


The Coffee Bean & Tea Leaf Singapore has appointed Kallang-based digital agency Hashmeta to improve customer engagement via ‘innovative’ social media campaigns. 

Hashmeta CEO Monica Zhuang said the agency will boost CBTL’s media presence, particularly on TikTok where she said ‘creativity and authenticity can make an impact and resonate with its audience’. 

Alongside social media strategies, Hashmeta will assist The Coffee Bean & Tea Leaf (CBTL) with ‘influencer engagement and outreach’ to grow brand visibility. 

CBTL, acquired by Filipino fast food company Jollibee Food Corporation for $350m in late 2019, currently operates more than 60 stores across Singapore. 

In March 2023, Jollibee Food Corp reported opening 23 net new CBTL stores in 2022 to reach 1,071 outlets across 24 countries – its first net outlet growth since being acquired. 

In its financial report, JFC did not include sales figures for individual brand, but did state that CBTL’s system-wide-sales in its international markets grew 33% in 2022 while international same-store-sales for the coffee chain increased 15%.   

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