In Focus
FOOD SERVICES | Staff Reporter, Australia

Chatime goes digital in a bid to vie for market share

With 84 locations so far, Chatime is continually looking at its business model to drive innovation across various disciplines, including asset design, reducing cost of entry, new equipment, and development and upskilling of partners and brew crew. Below is a transcript of the interview with Chatime.

QSR Media: What's new at Chatime?

We have implemented new POS software with Redcat Hospitality Systems in Q4 2017. Now, we are currently building Business Intelligence dashboard to enable data sources into one customisable dashboard for various stakeholders, enabling better insight, analytics, and improved business decisions.

QSR Media: What's the brand's outlook on the overall beverage industry?

The beverage industry is more competitive than ever, in our category more and more bubble tea/iced tea brands are emerging and vying for market share. We are continually looking at our business model to drive innovation across various disciplines including menu, asset design, reducing cost of entry, new equipment, as well as learning and development upskilling for partners and brew crew through our people and culture programs. We are currently running our Chatstache LTO menu offering (a soft pillow of foam mousse in strawberry and original flavours). This campaign is achieving well above our sales forecast. Furthermore, we have just finalised testing and HACCAP approval of our cream juggler equipment unit which will be rolled out through new assets moving forward. This product will drive efficiencies and improve yields in our fresh cream usage, drive a more consistent product integrity for guest experiences, and as we will now use bladders rather than bottles thus reducing our environmental impact.

QSR Media: Is there a plan for further site expansion?

Our forecast is to open 35 new T-Breweries across Australia in 2018. Commercial negations for 20 locations have already been secured and our central support team are seeking further sites and business partners for these and other opportunities. We are currently at 84 locations and we expect to finish at year end with 118 locations.

QSR Media: With almost every QSR going digital, how does Chatime plan to keep up?

We have been investing considerably in digitising our business. Shortly in April 2018, we will be launching our new customer loyalty with great guest functionality including: online ordering capability and greater CRM capabilities. This initiative has been in planning since 2017 and currently in beta testing, prior to going live. As well as the app, we are centralising our content for digital screens from central support. This will include a range of integrated API’s to enable a much improved and relevant customer centricity of messaging to our various locations and targeted based on region, climate, and other considerations.

QSR Media: Any big plans for the year?

We have been working with our business partners and onboarded the deputy platform of time and attendance across the wider business. This also includes our book keeping service for our partners that enables us improved visibility and input into our partners financial performances. Driving capability across our personnel and improved commerciality outcomes across all of our business is of highest importance to ensure compliance with all legislative requirements. 

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