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52 category. So with positioning Cha Time brand as the home of freshly brewed iced tea, which reflects and represents our core, intrinsic, fresh- ly-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 own- ers are at the forefront and everyone needs to be in-sync with the company’s philosophy. “I would say that the most successful marketing tool is an engaged staff member in a T-Brewery, first and foremost. If we don’t have our partners, our staff, our franchise partners engaged and embracing the direction and belief of where we are going then nothing else that we do matters”, says Carlos. Instead of trying to expand as quickly as possi- ble, Cha Time has opted for a moderate growth that ensures the success of the brand and its partners. The company already knows where its supporters are and it continues to do every- thing in its power to strengthen its brand and build working relationships with partners and consumers alike. After all, both need to be satis- fied in order to the franchise to be successful. “It’s an ongoing process. If we go back to our stores and our staff, it’s ensuring that they are all provided the tools and the resources enabling them to do what they need to do within their