publication

51 shown that iced tea consumption is on the rise. Combined 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 cus- tomization 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 AT A GLANCE CHA TIME AUSTRALIA WHAT: A franchise delivering freshly brewed iced teas customized to order. WHERE: Various in Australia WEBSITE: www.chatime.com.au