Chatime sees secret menus, feedback mechanisms as means to prevent app fatigue

The bubble tea chain has 650,000 users registered in their Loyal-Tea app.

Secret menus and feedback mechanisms are just some of the means brands can utilise to tackle app fatigue amidst a surge in online transactions, Chatime Australia CEO Carlos Antonius said in a live interview during the QSR Media Sandhurst Conference & Awards.

“We’ll be launching NPS [net promoter score] through the [Loyal-Tea] app shortly [to] engage in customer feedback so they are part of the conversation moving forward...moving it from a one-dimensional aspect to it being a real conversation piece,” he said.

The bubble tea chain’s app boasts around 650,000 users, segmented by the brand based on order frequency amongst other factors.

Regardless of category, Antonius cited product innovation, customer experience, ease of ordering and accessibility and a delivery mechanism as key aspects in engaging users.

Chatime has 125 locations in Australia, with plans to double it over the next three years. The chain is looking to explore the FMCG market, as revealed in a previous interview with QSR Media.

Were you a registrant at the QSR Media Sandhurst Conference & Awards? Rewatch Chatime’s presentation on Big Data by going to https://qsr.webcastcloud.com/

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