Thai Tea has been a popular drink in Southeast Asian countries for decades, and demand seems to be growing rapidly here stateside. At cafés & coffee shops, food trucks, and Thai restaurants throughout the United States, Thai Tea is appearing on drink menus with increasing frequency.
A type of milk tea beverage made from brewed black tea and milk, Thai Tea is distinguished by its identifiable deep orange coloration and its balanced sweet/spice flavor profile. Typically served as an iced drink, Thai Tea is sweetened with sugar and often spiced with ingredients such as star anise and cardamom. Coconut milk is popular as a non-dairy alternative, too.
The increased popularity of iced Thai Tea may be connected to the rise in the overall trend toward iced beverages within the coffee industry. A 2022 study reported that over 70% of sales at Starbucks were from cold beverages. It’s clear that customers around the country are reaching for new and novel iced drinks to kick off their morning or provide an afternoon or evening energy boost.
The eye-catching bright orange color of Thai Tea may also factor into the drink’s rise in demand. In a similar fashion to how the now-iconic copper mug created buzz for the Moscow Mule cocktail, once customers see the vibrant orange color of Thai Tea, they may feel compelled to ask about it and give it a try.
The deep orange coloration also makes for the type of striking “Instagrammable” photo coveted by café and coffee shop operators everywhere. In-store and digital buzz have worked together to vault Thai Tea into the awareness of consumers nationwide.
Thai Tea is a favorite of café and restaurant staff as well. The drink makes for a great add-on to increase the check total on a food order, and also functions as a means to draw customers in the doors. Thai Tea is not easily replicable at home – it holds a unique position on the menu as something a customer can only get if they go out.
A number of companies have created Thai Tea concentrates and powders, making ingredient storage easier, and drink preparation a breeze.
Houston’s carries Thai Tea offerings from established café brands like Big Train and Mocafe, as well as Thaiwala. Though a new brand within the market, Thaiwala’s founder is the same creator behind Oregon Chai.
With an appealing taste and visual presentation customers love, and advantages for café owners & staff, it’s likely Thai Tea will be a menu staple for years to come.
Read more about other industry trends on the Houston’s Blog.
