Meito opened its first store in 2014. Meito Cafe has now grown to an international franchise concept that has several outlets that are committed to social, sustainable F&B experiences. Their menu covers not just bubble tea, but also breakfast, salads, sandwiches, pasta, burgers, and more delicious drinks and desserts. This interview is with Benjamin Götze – Late-Founder & Director, Meito. Read on to find out more about this fast-growing fun franchise.
1. How did you enter the franchise business?
I joined Meito as a late-founder end of 2013 and have worked intensively on the brand since then. In 2014 we opened for franchise internationally – home with its “game face” on with lots of Brewing of new ideas, a new menu & models to suit every market! Eatery, Express, Mobile & Double Decker Bus.
Similar Read: Explosion of Fun with MEITO
2. Where and how did the idea of your concept come from?
One of our founders fell in love with “Bubble Tea” during a Summer vacation in the US. But can you live on Bubble Tea alone? MAYBE… maybe not. That´s why we also offer a yummy menu with oodles of calorie-conscious, healthy bites, whatever time of the day you feel like munching.
3. What inspired the brand name?
Meito stands for “M”anage your stress, “e”ntertain your soul, “i”nvite the good vibes only, “t”hink and be inspired, “o”ffer wonderfulness!
4. What is the story behind the brand’s logo?
We wanted to create a logo that makes you smile – brings joy, which appeals to the whole family. Hence the smiling mouth under the main logo. We also reflected on the bubble tea with the bubble at the top right.
5. What makes your brand different from your competitors?
The Meito teams are fanatical about fun, fairness, and quality. We are dedicated to creating spaces where people can chill, care about each other & refresh with heaps of healthy brain and body fuel. Our Mission is Making life fun. #MeitoDrawsYouaSmile 🙂
6. What are the essential qualities that you look for in a franchisee?
We are looking for individuals who are passionate about our Brand, have a strong ambition to succeed and want to be part of the Meito Family, our journey and growth!
7. How long does it take, on average, for your franchisee to realize their investment?
On average 2.5 – 3 years, depending on chosen Franchise Model as well Market and Initial Investment.
8. What was the major challenge you faced in your career and how did you overcome it?
Definitely Covid-19. In March 2021 it really hit us very hard. We had to close the entire operations in Lebanon for several months, and in Oman we also had sales drops of up to 80% at the beginning. As a franchisor, of course, we had to react and respond very quickly to it. Everything that was planned for the mid-to-long run, such as digital menus, online ordering, delivery, etc. had to be up and running within a very short time. However, we have managed it well I would say and came out stronger!
8.1 What is your best achievement?
Meito has won the “Drinks Franchise of the Year” award from the Middle East for the second year running? This makes me really proud and the hard work paid off. A big shout out to the entire Meito team and family!
9. How does your business day start?
I have my personal morning ritual including mediation, self-reflection, brainstorming, reading, sport and stretching before heading to work.
10. What was your best moment throughout your franchise career?
The best moments are definitely opening up new markets including the entire planning from signing the contract to the opening of the first franchisee store in the new market area! Always a special moment to remember.
11. Where do you see your brand in the next 5 years?
Seeing Meito smiling all over the Middle East. 🙂
12. Any tips you want to impart to our readers who want to be in the franchise industry?
I´ve been through ups and downs over the last few years, hard work pays off in the end, but also learning is always hard – and here´s what I´ve learned along the way (some painful lessons…)
Better walk smaller steps than half the stairs at once! Detailed planning avoids unnecessary costs and spending. The cheapest offer is not always the Best! Nothing beats the perfect location!
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