Chatime Malaysia aims to be world’s biggest Chatime operator by year-end

Beverage provider Chatime Malaysia says it will open outlets in Singapore, Saudi Arabia, India and the United States. (Facebook pic)

KUALA LUMPUR: After recording impressive growth within one year of a “comeback”, food and beverage provider Chatime Malaysia Sdn Bhd aims to be the world’s biggest Chatime operator by year-end.

Group managing director Aliza Ali said the company is looking to expand aggressively overseas, especially in India, the United States, Singapore and Saudi Arabia.

Aliza said the company targeted a revenue of RM250 million per annum as well as solid brand awareness and loyalty.

“We are currently behind Indonesia in revenue and number of outlets. Within a few months, however, we expect to claim the top spot,” she told Bernama.

She said Chatime Malaysia was set to venture into Singapore by this quarter and Mecca and Medina in Saudi Arabia by the third quarter, and open up to 30 new outlets.

She said, the company is prepared to invest RM80 million in the two countries.

As for India and the US, Aliza said the company would allocate a total of RM100 million as capital expenditure (capex).

“India has a big potential for us, given its warm weather and drinking culture that is similar to Malaysia.

“The US, on the other hand, is a big country and they don’t have a bubble tea brand that is heavily marketed and known over there,” she said.

Locally, Aliza is optimistic of Chatime Malaysia’s prospects and business growth despite the on-going court battle between the company and the previous master franchisor for Malaysia, Loob Holding Sdn Bhd.

She said the company planned to open up 70 new outlets throughout the country this year with RM40 million capex.

“Chatime is the same in 40 countries. I don’t think the hiccup with the (previous) master franchisor will affect market sentiment and deter the brand from expanding in Malaysia.

“I think the customers are aware of that and we don’t have to do so much to convince them because they know what had happened.

“So, our job is to really expand again and to give them back Chatime,” Aliza said.

Chatime Malaysia is a wholly owned subsidiary of Will Group Sdn Bhd, the master franchisor for the brand in Malaysia.