5 / 10
Business View Australia
with a global trend towards healthier
living and eating, proclaiming Cha
Time as the number one place to get
fresh iced tea is a bold but smart
move from the company. Even so, the
ideals which the company was built
on are still extremely important. Cha
Time in Australia may focus almost
entirely on a new image but it will
still maintain important elements like
the customization of drinks and, of
course, the quality of the tea itself.
“Our positioning will move from being
a bubble tea brand to the home of
freshly brewed iced tea. The reason
for the repositioning is that there’s
been a significant growth in the iced
tea category, not just in Australia
but globally. And people generally
understand iced tea as a category.
So with positioning Cha Time brand
as the home of freshly brewed iced
tea, which reflects and represents
our core, intrinsic, freshly-brewed
tea, customization, product made-
to-order, and quality ingredients”,
comment Carlos and Ben.
Growth in moderation
In essence, Cha Time combines an
enthusiastic new branding with a
focus on the very people who run their
own stores. That way, the company
can be certain that its stores will be
financially successful and that its
brand will continue to enjoy a good
reputation throughout Australia. After
all, the staff members and franchise