Chatime

HSINCHU — Chatime, a leading global bubble tea and innovative beverage brand, has appointed Carlos Antonius to the newly created role as a new global CEO, the brand announced last June 7, 2024.

Carlos has served as the CEO of Chatime Australia, a role he has held since 2015. With his extensive credentials leading B2B/B2C F&B businesses, he led the repositioning of the Chatime brand in Australia, enabling Chatime to be the largest brand in the category with 200 Australian locations, making the brand synonymous with bubble tea in Australia today.

Carlos is a results-focused business leader with over 30 years’ experience across retail and franchise business sectors, both nationally and internationally. With a proven track record of leadership, management, strategy, and change management, his prior success in repositioning brands, transforming and growing businesses to improve profitability and sustainable growth will be welcomed by all stakeholders. His previous roles included Business Development Director of Nando’s, a fast-casual restaurant chicken brand, and Gelatissimo gelato brand in leading their international development.

In his new role, he will oversee Chatime, responsible for over 1, 500 locations worldwide, and will champion driving the Chatime business to achieve its strategic plan, including targeting 2, 500 operating locations globally by 2027.

With Chatime’s new brand refresh initiative rolling out across Chatime international markets this year, Carlos is positive the brand is on the right trajectory of success. “I’m honoured to have the opportunity to lead Chatime into the next phase of growth, and I look forward to executing our growth strategy and collaborating with the board, our leadership team, and our partners to realize our brand’s full potential.” Carlos added.

HSINCHU — Chatime, a leading global bubble tea and innovative beverage brand, today announced a brand refresh anchored on its new brand promise, “Cups of Joy.” Since 2010, it has helped shape the global bubble tea drinking culture through its franchise partners in key markets, including in Indonesia, the Philippines, Australia, Canada, the United Kingdom, Ireland, the United Arab Emirates, and Mauritius, with the most recent expansion in India and Thailand. The brand refresh captures the vibrant, youthful spirit of the company and appeals to Gen Z around the world– seeking opportunities to create and celebrate in their everyday lives.

Chatime’s values and beliefs emphasize the commitment to fostering inclusivity, creativity, and a sense of a global connected community for customers. From an updated logo and tagline to new menu choices, modernized packaging, and new store designs, all elements of the brand refresh are designed to engage new customers and longtime fans on an emotional level, forging deeper connections as it delivers the fun and flavorful experiences they crave.

“In a changing and often challenging world, Chatime gives people a reason to come together and celebrate all the moments – big and small – that matter to them,” said Henry Wang, Chairman of Chatime. “Our updated brand is designed to catch consumers’ attention and inspire curiosity and excitement to reward yourself with a cup of joy.”

“Chatime’s new brand reinforces that we are committed to delivering an inclusive customer experience in every cup. We embrace our customers’ choices and create an atmosphere of community where they can express themselves freely, boldly, and confidently,” said Teresa Wang, Co-Founder of Chatime. “Our beverages offer value and serve many purposes for today’s consumer, whether they are looking for a moment to rest for their mental health, asocial outlet for spending time with loved ones, or simply a means to recharge for the day ahead. We’re here to support our customers with cups of joy.”

Many Chatime establishments offer customizable options including sugar-free syrups and dairy-free or soy-based milk replacements that contribute to the drink’s increasing popularity. And, with the continued addition of beverages to Chatime menus, the brand is well positioned to satisfy the preferences of more consumers and stay competitive in the broader beverage market.

To learn more about Chatime and its franchise opportunities, visit Chatime.com.tw/en/.

SOURCE Chatime