The bubble tea chain has introduced three coffee beverages to its Australian menu as part of a strategy to attract more 35-44-year-olds to its 170 outlets
Chatime operates 170 outlets across Australia | Photo credit: William Navarro
Chatime has introduced coffee to its menu in Australia for the first time in a bid to attract older millennial customers.
The Taiwanese bubble tea chain opened its first store in Australia in 2009 and currently operates 170 outlets across the country, predominantly in shopping centres.
In a statement, Chatime Australia said expanding beyond bubble tea with a range of coffee products will enable it to cater more effectively to 35–44-year-olds and broaden its appeal from its typically 18-34 customer age bracket.
The espresso-based range comprises Iced Long Black, Iced Latte and Brown Sugar Cookie Latte beverages, all of which can be customised with additional ingredients, including boba pearls and cream mousse.
“Our approach to introducing coffee at Chatime has been customer-driven. They wanted a coffee option,” said Rachel Druce, National Marketing Manager, Chatime Australia.
Speaking to QSR Media in August 2024, Chatime Global CEO Carlos Antonius said the bubble tea chain was exploring the commercial viability of coffee options as part of a strategy to broaden its appeal and stay relevant in an increasingly competitive out-of-home global café market.
Chatime, which operates over 1,500 stores across 60 countries, has previously introduced espresso-based beverages to markets such as the UK, Indonesia and the Philippines.