Chatime Philippines sees growth opportunities in petrol stations

Chatime Philippines collaborates with Shell to open outlets in petrol stations, complementing its nationwide growth and store revamp plans.

Chatime Philippines is setting new trends in its expansion and branding strategies through collaborations with petrol stations and refreshing the look of its existing outlets.

Christopher Cua, Finance and Marketing Director at Chatime Philippines, said that the collaboration with Shell gasoline stations is one of its growth opportunities, which has already resulted in about thirty establishments, tapping into a new customer base in residential areas.

"Shell is diversifying from fuel to retail, opening stores in neighborhoods without malls. These stations include a convenience store, a Chatime restaurant, and other retail outlets, with the added benefit of free parking," he explained.

Chatime Philippines has also launched its newest collaboration featuring SpongeBob SquarePants, which aims to add a fun element to its offerings. 

"The SpongeBob series, with its pineapple and watermelon drinks, reflects our core values of quality, innovation, and fun. It resonates with all age groups and has been tailored for the Filipino market," Cua said.

The Chatime x Spongebob collaboration first launched in Taiwan before it was introduced in Mauritius, Guam, and other countries.

“[In the Philippines,] we sort of formulated our own drinks. So it's ours, what we launched is pineapple also in watermelon. It's not quite the same as what they launched over there [in other countries],” Cua said.

The company’s focus on staying in sync with market trends is evident in its product innovation. "Whether the trend is coffee, yogurt, or milk tea, we ensure our offerings align with customer preferences. Innovation is at the heart of our business strategy," Cua stated.

Beyond these collaborations, Chatime Philippines is looking to expand its presence in the country, especially in North Luzon. "There are still many cities where Chatime hasn’t marked its presence. Expanding to these provincial areas offers significant growth potential for us," Cua added.

Looking into 2024, Chatime Philippines also plans to revamp its older stores as part of a broader strategy to enhance customer experience and keep up with modern aesthetics.

"Many of our stores were built in the early 2010s and need an updated look to align with the changing times and maintain our fun and fresh brand image," Cua noted.

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