Chatime Malaysia “Thirstea Troopers” reach you all the time
Source：Service Industry Promotion Center
From：Service Industry Promotion Section 3
Update Time：2019/03/05
Chatime’s Thirstea Troopers will be easily found in the streets and alleys to tie up with other potential parties for fashion, education and entertainment in Malaysia
In Malaysia, do you find a special truck with purple and white colors around the streets and alleys? That’s Chatime’s Thirstea Troopers, a new lifestyle drink shop created by Will Group, originally run mining and construction works, afterward started to be one of “Chatime” franchisee in 2011. Finally in 2017, Will Group formally became the general agent in Malaysia of “Chatime”, the brand originated from Taiwan and owned by La Kaffa International Co.
Will Group explained that global bubble tea market valued approximately USD 1,945.6 million in 2016, and is anticipated to grow more than 8.5% over the forecast period 2018-2025 based on a report issued by a research firm, Mart Research. For Food &Bakery fans, especially among youth, it has become a lifestyle trend.
To be outstanding from the competitive market, Will Group regards themselves as a F&B player.
They offer affordable price, the fancy yet tasteful flavors and the “cool” feeling that they put in the products as well as the outlet has made it positioned well among the younger group. They continue to create the unique and localize taste drinks as well as organizing the various lifestyle campaigns such as healthy drinks campaign (less sugar), festive drinks, etc.
Besides outlet shops, Chatime’s Thirstea Troopers is another excellent idea to tie up with other parties for any potential collaboration with fashion, education and entertainment. In addition, they introduced loyalty program, ongoing promotions and Malaysian flavor drinks menu to win the market and grab customers’ attention. Now their best-selling drinks are Pearl Milk Tea, Grass Jelly Roasted Milk Tea, Cocoa Smootea with Oreo Cookie Piece and Mango QQ.
In 2011, Will Group was just a small franchisee with only two outlets respectively in Genting Highlands, Pahang & KL Sentral in Kuala Lumpur. Up to now Will Group has operated “Chatime” brand for almost 2 years and expanded over 40 outlets in Malaysia. During the past 2 years, their strategy was to build solid foundation, execute expansion plan, brand positioning, and generate online presence. In Mar. of 2018, Chatime Malaysia has been awarded halal food certification from the Department of Islamic Development Malaysia (Jakim). Will Group has a great dream. Their future plan is to penetrate Singapore and Saudi Arabia market in 2019. The ultimate target is to open 15 outlets in Singapore, and 30 in Saudi Arabia.
Contact Person: Jennifer Lu (jennfr@taitra.org.tw)