SOUTH AFRICA - Susu, a South African bubble tea brand, has formed a strategic partnership with premium supermarket chain Checkers to introduce concession stores within its outlets. 

The collaboration aims to enhance accessibility to the popular Taiwanese beverage, with two stores already opened and a third set to launch in November 2024.

Founded in 2018, Susu capitalized on the global trend for Taiwanese-style bubble tea, known for its signature tapioca balls, or boba, combined with cold milk or non-milk teas. The brand currently operates nine standalone locations in the Western Cape and Gauteng, primarily situated in upscale shopping malls.

The newly opened Susu outlets are located in Checkers Helderberg (Cape Town) and Checkers Hyper Sandton (Johannesburg), with the upcoming store in Gateway (Durban). 

This move marks Checkers as the first South African retailer to incorporate standalone bubble tea shops within its supermarkets, following a similar trend of in-store partnerships with brands like Starbucks, Krispy Kreme, and local health fast-food chain Kauai.

The Checkers collaboration aims to provide authentic and fresh Taiwanese bubble tea at supermarket prices, making it more accessible to a broader local audience. With custom-built furniture and eye-catching graphics, the Susu shops have quickly become popular among younger consumers and bubble tea enthusiasts.

Checkers has been pursuing an aggressive growth strategy over the past five years, successfully expanding its market presence through partnerships that enhance customer experience. 

The addition of Susu aligns with this strategy, introducing a playful and trendy element to its supermarkets.