Chatime turns to TikTok to widen bubble tea appeal in Australia

It seeks to convert curious newcomers confused about the drink.

Chatime is leaning on TikTok and simplified menus to broaden bubble tea’s appeal in Australia, targeting consumers who are interested in the drink but unsure how to order or what to expect.

Alison Walsh, chief marketing officer at Chatime Australia, said the brand is focusing on Australians she describes as curious but confused about bubble tea, a gap she sees as limiting wider adoption.

“Whilst we are coffee drinkers, I don’t think we’re in any way anti‑tea or anti‑bubble tea,” she told QSR Media via Zoom. “We’re just very confused about what the product is.”

Walsh said the confusion is most visible at the counter, where unfamiliar drink names, extensive customisation options, and toppings often deter first‑time buyers. She recalled being asked what “the bits in the drink” were after taking on the role.

Chatime is reviewing how it names and presents its products, with menu changes aimed at making choices easier to understand for newcomers. That effort is being paired with a more deliberate push on TikTok, where Walsh has spent much of her first weeks as chief marketing officer.

She said the platform provides a way to explain bubble tea visually, from how drinks are made to what add‑ons mean and how to order. Short‑form videos will be used to lower barriers for first‑time customers whilst reinforcing brand personality.

The digital strategy is supported in stores. Franchisees and staff are encouraged to hand out small sample cups between weekend peak periods to prompt trial. “We’re hearing from the front line that people take a sip and then immediately go and order it,” Walsh said.

The push is meant to increase accessibility without alienating existing fans. Walsh said familiar entry drinks such as iced teas and fruit flavours act as gateways for more customers, whilst full customisation remains available for regular bubble tea drinkers.

After almost 18 years at Guzman y Gomez, Walsh said marketing decisions are being filtered through a commercial lens, with activity judged on sales and transactions rather than social engagement alone.

She said growth depends on reclaiming Asian customers and converting more Australians into repeat buyers. The latter represents the bigger long‑term opportunity, she added.

That strategy is also stretching Chatime’s positioning. Walsh said the chain is exploring its evolution into a broader beverage brand as menu innovation across quick‑service restaurants accelerates.

Following a collaboration with Muscle Nation, Chatime plans to expand its functional drink range and boost its matcha offering, with premium matcha drinks launching in May and a mass‑market product planned for June.