Chatime's menu and visuals overhaul
Fresh, new and improved.
In an effort to be more appealing to customers, Chatime revamps its menu and in-store visuals.
SIMPLIFYING THE MENU
"We are in the QSR industry, but the [previous] menu was similar to a restaurant menu and reading it became more time consuming and confusing... a potential deterrent to new customers," said Karen Leong, Head of Marketing for Chatime.
Prior to the improvements, the milk tea chain undertook a marketing research using Limbic® insights and found that the it only had 15% brand awareness, and that a large range of product offered was perceived as unimportant or even overwhelming.
The menu consisted of over 130 products, many of which were not even listed on the full menu but displayed on numerous POP stands, "making the counter area messy and cluttered," she added.
To make the ordering process easier, the chain refined the product selection and discontinued non-fast moving items, for the purpose of making it easier for customers to order and to attract a broader target audience and in particular the local market.
Changes to look out for include a few additions to the menu, specifically new products launched that became best sellers; the introduction of a chocolate smoothie; and the launch of "Our Favourites."
"Our Favorites" consist of the chain's top 8 best selling drinks. "Here we strategically paired a few of our best seller drinks with selected toppings. This was developed for customers who are not familiar with our products or are scared to try something different. The recommendations are to help customers order with ease."
EDUCATING WITH VISUALS
Aside from the cluttered menu, Leong noted that the Chatime look and feel did not match that of the brand's positioning in the market, nor did it appeal to the local market.
Another thing the research showed is that customers were confused about what the Chatime products were, "for example, what was a tea espresso? What toppings are best matched with which drink?"
"Chatime freshly brew their teas and uses high quality tea leaves and ingredients but the visuals did not represent us correctly in that manner. Instead, the previous visuals had an Asian appeal and the drinks did not appear to be refreshing, making it difficult for Chatime to attract the local market."
"We therefore had to find a way to educate the customers visually."
Despite the major changes, Leong emphasised that the brand was careful about the changes made. "We didn't want to make a significant change where we could risk losing our loyal Asian customers. Chatime made a strategic decision to tweak the brand and executions to maximise impact as opposed to repositioning."
The menu and visuals revamp initiates the brand's goal to build brand awareness and inevitably increase market share this year.
"With the new visuals, we are now comfortable in aggressively advertising our brand. In addition we aim to be the leaders in the bubble tea industry and set the trend for all to follow."
