Chatime is a Taiwanese tea chain that has set up roots in the Chinese ethnic areas of Australia. Chatime has 29 outlets so far. Chatime wishes to expand into the mainstream market and evolve into the ‘Starbucks of Tea’ in Australia and cater to the mature tea-drinking crowd of Australia. The strategic goal of Chatime is difficult to achieve because Chatime has already placed itself in public consciousness as a brand catering to ethnic Chinese localities. Chatime’s menu is not in sync with mature Australian tea drinker’s palates. Chatime’s franchisees are afraid of expanding Continue reading...