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Tea franchise Chatime to expand

Sarah Stowe

Chatime, a tea specialist franchise chain, is looking to have almost 60 stores across Australia by the end of the year. The Taiwanese company has 42 outlets here now, with more than 500 stores globally.

Iris Qian, head of franchise business for Chatime, said the company will implement a campaign targeting mainstream Australian consumers to position the beverages as a convenient, healthy alternative to coffee and soft drinks.

And to do this the brand has appointed a new communications company, Horizon, to handle its publicity.

Qian said “Our unique tea brewing techniques, including tea espresso and tea latte, deliver an authentic fresh tea experience.  We look forward to partnering with Horizon and leveraging their insights to help us create momentum for the emerging tea movement.” 

Chatime offers a variety of teas including the Taiwanese grown Oolong tea and bubble tea, which features flavoured tapioca pearls.

More franchised stores are planned for Sydney, the company’s stronghold in Australia, with a flagship in the pipeline. Queensland, Victoria and South Australia are also ripe for further expansion.

Image: Chatime’s Assam black tea