Carlos Antonius plots Chatime’s next moves

Chatime’s CEO outlines the key growth areas he has identified.

Chatime’s strategy focuses on evolving from a boba brand to a broader beverage brand. To lead this transformation, they appointed Carlos Antonius, the former CEO of Chatime Australia, as the new global CEO.

Carlos told QSR Media that La Kaffa, Chatime's parent company, has tasked him with devising a strategy to expand the brand from 1,500 to 2,500 outlets globally within three years.

A key aspect of  Chatime’s strategy is developing additional functions to support Chatime’s growth, particularly as competition in the bubble tea segment intensifies with various brands competing for market share.

Given the heightened competition, Carlos emphasised the need for bubble tea brands to stay relevant.

“For us, there is an opportunity to look at our wholesaling and logistics model and ensure that each market has a sustainable, equitable, and profitable business model,” Carlos said citing compressed consumer sentiment and reduced spending as one of the primary reasons for this ongoing focus.

Carlos highlighted product innovation, particularly for Gen Z consumers, as a key opportunity. This aligns with Chatime’s repositioning towards a more updated and relevant menu.

As part of this repositioning, Chatime launched its new brand promise, 'Cups of Joy.' This initiative includes an updated logo and tagline, new menu options, modernised packaging, and contemporary store designs. 

Expanding into the coffee segment

Aside from other bubble tea brands, the coffee segment has seen rapid growth in Australia and internationally, with low-cost seeing this as a chance to grow their brand beyond their home markets. 

Carlos noted the ongoing growth and innovation of the coffee category, presenting an opportunity for Chatime to explore the commercial viability of coffee options.

“We’re not positioned to compete in the standard cappuccino or a latte category. So how do we elevate the traditional coffee category and tap into the inherent qualities of boba and tea which is primarily based on decadence, mix-ins, customisation, all those elements to make it a truly unique and personalised experience,” Carlos said.

Carlos added that as part of their strategic review continually assessing dayparts of Chatime’s menu and identifying opportunities where Chatime can potentially offer a new product or vertical options.

Australia

Currently, with Carlos’ new role, Charlley Zhao, managing director of Chatime Australia has stepped in to help lead the day-to-day operations and the rest of the C-suite team in Australia

Commenting on the current state of the market in Australia, Carlos said they anticipate an improvement in the economy in 2025 at around the second quarter.

“It’s really about managing the network, ensuring a real focus on cost control and support of business owners and franchisees whilst ensuring that we navigate the current headwinds together,” Carlos said.

Carlos is currently focused on rolling out the 'Cups of Joy' initiative globally, with the US as a key market and potential expansion in Europe. Over the next few years, he aims to ensure Chatime maintains a global approach whilst adapting to local markets.