As competition intensifies in the global café sector, The Coffee Bean & Tea Leaf (CBTL) is positioning itself against what it describes as an increasingly “transactional” coffee market by emphasizing handcrafted beverages, premium sourcing and a community-focused café experience over speed-driven service. The company says its focus on handcrafted beverages, premium sourcing and operational excellence is helping it stand apart in an increasingly crowded café market while attracting franchise partners seeking long-term brand value.
Founded in 1963 in Southern California, The Coffee Bean & Tea Leaf has grown into one of the world’s oldest specialty coffee and tea brands. The company now operates more than 1,200 cafés across over 20 countries and markets and has been part of Jollibee Foods Corporation since 2019. In 2024, it signed a master franchise agreement with Ekaagra Ostalaritza Pvt. Ltd. to expand in India, targeting 250 cafés over five years. The company continues to pursue franchise growth across the United States and international markets through experienced multi-unit operators.
Its global footprint includes company-owned and franchised locations, with expansion continuing across North America, Asia, the Middle East and other international markets.
At the centre of the brand’s strategy is what it calls a “dual mastery” approach, giving equal importance to both coffee and tea. The company sources premium coffee beans and whole-leaf teas through long-term relationships with growers, while coffee is roasted at its facility in Camarillo, California, where beans are roasted individually before blending to preserve distinct flavour characteristics. According to CBTL, this commitment to craftsmanship extends across every beverage served in its cafés.
“At The Coffee Bean & Tea Leaf, we’re operating on 60-plus years of tradition,” said Peter Vavra, Director of Franchise Development. “Our brand, and everything we do within it, is anchored in helping people ‘find their flavour,’ to find what makes them happy and what brings them back. As we grow, we will continue to focus on delivering that experience-driven coffeehouse feeling to each community we enter.”
Innovation also remains a key pillar of the brand’s growth strategy. The Coffee Bean & Tea Leaf introduced The Original Ice Blended beverage and was among the early adopters of cold brew coffee. Today, the menu continues to evolve with handcrafted beverages and customisable offerings while maintaining the company’s emphasis on premium ingredients and preparation.
The company is also leveraging its franchise model to support further expansion. Franchisees can develop traditional cafés as well as airport and other non-traditional locations, allowing operators to adapt to local market opportunities while maintaining brand standards. In the United States, the company is actively targeting development opportunities in California, Dallas-Fort Worth, Salt Lake City and Cincinnati, while also seeking experienced multi-unit franchise partners for international growth.
Alongside its product strategy, CBTL credits its internal culture for helping deliver consistent guest experiences across its network. The company operates around its FROTH values: Friendliness, Respect, Ownership, Teamwork and Honesty, which it says contribute to strong employee engagement and customer loyalty.
“When we look at the success of the business overall, one of the key things I point to is our FROTH values,” Vavra said. “A stable, passionate team creates consistent experiences for guests. This drives local frequency and loyalty because guests know what to expect when they visit one of our cafés, and they know it will be a great experience each time.”
Looking ahead, the brand says it will continue to expand with franchise operators who align with its long-term vision of delivering premium café experiences rather than competing solely on speed or convenience.
“We’re on a mission to disrupt the coffee space by leaning into what made us special 60 years ago: premium quality without the attitude, and a commitment to help our guests find their flavour,” Vavra said. “As we expand, we’re focused intently on bringing operators on board who see and share this mission and vision and will keep the heart of The Coffee Bean & Tea Leaf alive in their own markets.”
