A perfect blend: Coffee Bean & Tea Leaf and Citibank

It was love at first sip when I tasted Chai Latte at The Coffee Bean & Tea Leaf in Los Angeles in 2005 with a group of lifestyle editors.We were there to discover why CBTL was such a brewing sensation in the USA and how its aroma had wafted to other Asian countries, including the Philippines. Secretly, we were hoping to see the likes of Ashton Kutcher, Demi Moore and Brad Pitt who would often be spotted standing in line at CBTL for their favorite cup of coffee or tea. 

And where was Paula Abdul of American Idol fame who was perhaps responsible for bringing CBTL to Asia? While in Singapore for a concert many years ago,Paula was craving for her favorite Mocha Ice Blended and told her manager: “Someone has to bring The Coffee Bean & Tea Leaf to Asia!”

Fast forward to 2013: CBTL is now found in Singapore and other Asian countries. In the Philippines, there are over 54 CBTL branches nationwide. Drinking coffee or tea--hot or cold--has become a national passion.Aside from over 22 varieties of coffee and 20 kinds of tea, what CBTL fanatics are now also craving for are its dishes like Toblerone Pancakes with Salted Caramel, Salmon Fishcakes and Beef Short Ribs.

The lines formed by coffee and tea lovers are getting longer.But I’ve noticed that the lines at CBTL counters now move faster.What’s brewing ?The buzz is that there’s a new way to pay now.Over a cup of my favorite tea,I decided to find out and chat with the brewmasters themselves.

Citi Philippines has just introduced the first contactless credit card technology in the country with Citibank Visa payWave.”Now, customers have a new way to pay with their credit cards--they simply wave, pay and go,” explains Citi country officer Batara Sianturi.”Citi is proud to once again be at the forefront of customer banking innovation in the Philippines.”

Here’s how it goes: “Cardholders simply wave their cards in front of the Citibank terminals to pay for their coffee, tea and signature dishes. Since the average ticket size at CBTL are below P2,000, customers with Citibank Visa payWave cards need not sign the transaction slips,” says Mon del Rosario, also of Citi Philippines.

More good news:”We will be launching a free upsize promotion for all Citibank Visa payWave purchases at CBTL. Qualified customers who purchase coffee, tea or CBTL’s  signature Ice Blended Drinks automatically get a free upsize when they pay using their Citibank Visa payWave card,” adds Mon.

“For a product like ours which is a daily indulgence, the payWave makes the lines to the counter move faster. Sometimes, you’re on the go, on the way to work, to a meeting. Time is of the essence. The less hassle, the better,” says Paolo del Rosario, CBTL VP marketing and business development.He adds that CBTL and Citibank credit cards have been partners for several years now. Both companies have that fine taste for innovation.

Remember how The Coffee Bean and Tea Leaf invented the Original Ice Blended in the 1980s? The story was told to us during our LA trip and I just love retelling it .It was CBTL barista Diane Martell who needed to go on a diet, so she mixed, experimented with coffee, chocolate and milk. Lo and behold, she got an excellent drink! The baristas would drink this behind the counter, and curious customers demanded to order the same.

 â€œCompany founder Herbert Hyman, known as California’s founding father of gourmet coffee, stepped in to customize the process and bring it up to CBTL’s exacting standards of quality,” explains Paolo.”We did it first, and we still do it best, using the greatest and latest technology---to process ice so smoothly without the solid ice bits.

 â€œWe also invented the first specialty coffee extract ever produced. Our French Deluxe Vanilla and Special Dutch Chocolate are likewise industry firsts. Now we make many varieties of Ice Blended with tea as well. Recently, we pioneered with our juice-based Ice Blended drinks which bring the fruit smoothie to a new level with the addition of our exclusive Ice Blended Vanilla,” Paolo says.

 Innovative ideas came naturally for the hip and dynamic CBTL Philippines president Walden Chu who saw the need to give a distinct Filipino flavor to a global brand. He recently launched a CBTL full service restaurant, the 26th St. Bistro located at the corner of 26th St. and 5th Avenue within Bonifacio Global City. Its second branch is located at the East Wing, 5th level of the Shangri-La Plaza Mall in Ortigas.

 A tapsilog-inspired Filipino breakfast is served at The 26th St. Bistro along with US Angus Beef Tapa and Baked Pesto Tomato, Steak and Eggs and Smoked Salmon Florentine.For lunch and dinner,choices include Tiger Prawns Bisque, Salmon Fishcakes with Greens,Spinach and Blue Cheese Farfalle, Grilled Lamb Chops with Ratatouille and Rosemary Marble Potatoes and Slow Braised Beef Short Ribs.

 For all-day cravings, CBTL has an expanded range of sandwiches, cakes and pastries--from the vegetarian delight Portobello Mushroom Ciabatta (this one I must try!), the decadent Turtle Pie and four types of cheesecake( Chicago, Blueberry, Toblerone and Triple Decker).Their bestselling dessert is the Pannacotta Sampler in Vanilla, Earl Grey and Espresso.

Aside from such mouth-watering dishes and drinks, excellent service, unique ambience and of course, the free wifi, what makes CBTL not just another coffee/tea shop?  I remember how the Coffee Bean (that’s how Americans fondly call CBTL) officials in their factory in Camarillo, California explained it during our trip: “We buy the top one percent coffee in the world. We get them from 14 countries  like Colombia, Ethiopia, Guatemala, Brazil, Jamaica and Kenya.It’s important to look,smell and taste the beans,” we were told as saw heaps of sacks of coffee beans from these countries.

Their tea connoisseur, who knows 32 of the best varieties by heart and taste, explained the essence of prime tea pickings : two leaves in a bud.The CBTL logo carries these top two leaves in a bud taken from an entire tea plant because that’s where the top flavor is.

All this talk about flavor is making me want to rush to the nearest CBTL branch and try the new payWave way of paying. Batara is confident that Citi cardholders will embrace this new technology. “We closely follow our clients, understanding their needs and anticipating them.  We know the demands on their time and how their lifestyles are changing. With this latest innovation, we are proud to empower them with access to the latest technology in card payments--all the while enjoying the best in class rewards they get only with Citibank credit cards.”

When I try the new Portobello Mushroom Ciabatta and the Ice Blended Vanilla of CBTL, it will be love at first sip--rather, first wave-- at the Coffee Bean thanks to Citibank.

* * *

Citibank Visa payWave is available in 46 branches of The Coffee Bean &Tea Leaf in Metro Manila. CBTL has 12 branches outside Metro Manila.