How to Franchise The Coffee Bean & Tea Leaf in the Philippines
The Coffee Bean & Tea Leaf has been a fixture in Philippine malls since the late 1990s, known for its Ice Blended drinks and roasted coffee blends. If you’re thinking about franchising it, here’s what’s actually involved.
Behind the Brand
The Coffee Bean & Tea Leaf (CBTL) was founded in 1963 in Los Angeles, California. It has grown to over 1,000 self-owned and franchised stores across the US and more than 30 countries, including the Philippines. In 2019, CBTL was acquired by Jollibee Foods Corporation (JFC) through its international arm. The Philippine business is run through its local office in Libis, Quezon City.
Jollibee bought CBTL in 2019 for $350 million, its biggest acquisition at the time. The years right after were rocky, store count actually dropped from 1,189 to 1,048 by 2021, before climbing back to over 1,200 by 2024. Worth knowing if you’re betting on a straight growth line.
Why Coffee Bean & Tea Leaf Can Be a Good Business
CBTL has decades of brand recognition in the Philippines and a loyal following for its Ice Blended line, distinct from the espresso-forward positioning of Starbucks. Being under JFC’s international portfolio also means access to a large, experienced franchising organization.
What Franchisees and Customers Are Saying
Critical: “I wouldn’t typically bother to review a coffee but this just had to go noted. It took an insane 25 minutes to order a double espresso.”, TripAdvisor review, CBTL Malate, Manila branch, November 2023.
Critical: A separate reviewer described staff being dismissive toward a customer’s daughter with a disability at the SM Clark branch, calling the experience “very disappointing”, TripAdvisor, July 2023.
Positive: “I love this place! the staff is accommodating and friendly and the pasta? love it! i like also the ambiance, so cozy.”, TripAdvisor review, CBTL Malate, Manila branch, April 2019.
Service consistency across branches looks like the main recurring complaint, worth factoring into staff training plans if you franchise a location.
Coffee Bean & Tea Leaf Franchise Requirements
- Franchise Fee & Investment: Not publicly disclosed. You’ll need to contact their local office directly for current figures.
- Franchise Term: 10 years, with an option for a 10-year renewal, subject to meeting specific requirements.
- Territory: Franchisees do not get an exclusive territory, but CBTL commits to not opening another store within a 0.25-mile (roughly 400-meter) radius of an existing franchisee’s location.
- Staffing: Each store requires a Director of Operations, a certified Training Manager, and a General Manager, all of whom must complete CBTL’s training program.
How to Franchise Coffee Bean & Tea Leaf in the Philippines
- Contact CBTL Philippines directly, Tel. (02) 371-8688, or email ••••••••••••••••••••••••, to request current franchise packages and figures.
- Submit your business background, financial capacity, and proposed site details as requested.
- Go through CBTL’s screening and evaluation process.
- If approved, sign the franchise agreement and begin staffing, training, and store build-out.
Who Is a Coffee Bean & Tea Leaf Franchise Best For?
This one leans toward operators who like structure. Here’s who tends to do well with it.
- Entrepreneurs comfortable working with a JFC-run international brand rather than a purely local one.
- Those targeting mall or commercial-strip locations where CBTL already has brand recall.
- People able to commit to hiring and training a full management structure (Director of Operations, Training Manager, General Manager) per store.
Advantages and Disadvantages of a Coffee Bean & Tea Leaf Franchise
A global name backed by Jollibee’s resources comes with real upside, and a few real catches. Here’s the honest split.
What works in your favor:
- Decades-old brand with a distinct menu niche (Ice Blended drinks) versus espresso-led competitors.
- Backed by JFC’s international franchising infrastructure.
- Protection from CBTL opening a competing store within a 0.25-mile radius of your location.
Now the part worth sitting with before you sign anything.
What you’re taking on:
- Franchise fee and total investment are not publicly disclosed, making early budgeting difficult.
- No exclusive territory, nearby competition from other brands isn’t restricted, only CBTL’s own stores.
- Requires hiring and training a fuller management structure per store than smaller cafe formats.
Cheaper Alternatives to Coffee Bean & Tea Leaf
If you want a cafe franchise with clearer, published figures at a lower entry point, compare:
- Farron Cafe, a homegrown cafe franchise option on our site with its own published details.
- Big Brew, another local cafe franchise with a lower profile than the big international names.
See our full roundup of the Top 6 Cafe Franchises in the Philippines for more options across different investment levels.
Alternative Franchise Opportunities
Beyond the cheaper options above, here’s how Coffee Bean & Tea Leaf compares to other coffee shop franchises in the Philippines:
- Bo’s Coffee, Cebu-founded, sources 100% Philippine-grown beans, leans on a local-origin identity CBTL doesn’t have.
- Figaro Coffee, running since 1993, positions as a European café experience with a fuller food menu.
- Coffee Project, Villar Group-owned, built around Instagram-friendly interiors for a younger crowd.
- Tim Hortons Philippines, Canadian brand pairing coffee with donuts at a lower price point.
For a broader rundown, see our list of the top cafe franchises in the Philippines.
Frequently Asked Questions
Here’s what people usually want to know before reaching out to CBTL directly.
How much is the Coffee Bean & Tea Leaf franchise fee?
Not publicly disclosed. Contact CBTL Philippines directly at (02) 371-8688 or ••••••••••••••••••••••••.
How long is the franchise term?
10 years, with an option for a 10-year renewal.
Do I get an exclusive territory?
No, but CBTL will not open another of its own stores within roughly 400 meters (0.25 miles) of your location.
What staff do I need to hire?
A Director of Operations, a certified Training Manager, and a General Manager per store, all trained through CBTL’s program.
Official Contact
Coffee Bean & Tea Leaf Philippines, Unit 4, 108 E. Rodriguez Jr. Ave. Libis, Quezon City. Tel: (02) 371-8688. Email: ••••••••••••••••••••••••. Website: coffeebean.com.ph
