Kevito Group has appointed industry veteran Trinh Tham as Chief Executive Officer for its Chatime and Bake Code brands, positioning the Toronto-based company for growth across existing and underserved Canadian markets. The appointment signals a strategic shift for the master franchisee, which operates Canada’s largest bubble tea network with over 100 locations nationwide.
Tham spent time at Chatime stores last month and hours learning to make bubble tea from with one of their experienced trainers. The newly appointed CEO wanted to understand exactly what goes into creating the perfect drink as a Tearista before rolling out her ambitious plans for the Kevito Group portfolio.
“There’s so much that actually goes into creating the perfect bubble tea. And you cannot underestimate how that translates into the quality of the drinks,” Tham said during an interview from Kevito Group’s Markham headquarters. “We have standardized these procedures for our franchise partners, and this enables us to provide a consistent customer experience.”
That attention to operational detail reflects Tham’s broader strategy for the Kevito Group brands. After 25 years scaling major Canadian brands including Tim Hortons, Loblaws and Harry Rosen, she’s convinced the bubble tea market has so much more potential, particularly outside the Greater Toronto Area.
Tham challenges the thinking that bubble tea appeals primarily to urban Asian communities. Her market research shows demand growing rapidly in smaller Canadian cities where authentic Asian flavors were previously unavailable. “I’m seeing that now outside of Toronto. We’re seeing that in smaller markets across Canada and the openness of consumers to try these different beverage and food concepts,” she explained. “Canadian consumers want to try new and unique flavors. Whether you’ve travelled or not, we see both that desire for customers who want authentic flavors from Asia and a continued appetite for Asian-fusion flavors.”
The opportunity extends well beyond geography. Based on all the combinations available on the Chatime menu, Tham suggests there are unlimited permutations of drinks” when customers mix and match teas, fruit bases, toppings, dairy options, ice, and sweetness levels. Most customers stick to a handful of popular combinations including their Signature Pearl Milk Tea, Grass Jelly Roasted Milk Tea, Mango Fruit Tea and the increasing polarity of Chatime’s Matcha line up. “We’re not saturated yet in terms of the category, nor are we saturated in terms of the core items,” Tham said. “We’re definitely just getting started.”
Tham’s immediate priority involves strengthening Chatime’s franchise network to grow from within while also exploring new expansion opportunities. “My main area of focus going forward is to help strengthen our system to provide our franchise partners the system that will help them grow and be successful,” she said.
That means comprehensive training on drink preparation, enhanced technology tools, branded store design, and what Tham calls “the human level” of relationship building. She’s already begun visiting franchise locations personally to gather feedback. “The partners in our network are incredible entrepreneurs. They are also super passionate about the Chatime brand and serving our customers,” she noted. “The best feedback is through our franchise partners and customers directly.”
The company operates a dedicated support centre in Markham that provides ongoing training, operational support, and marketing assistance. Tham plans to expand those services significantly while the product development team works on a comprehensive menu refresh that emphasizes premium bubble tea ingredients that are sourced globally. The company already imports high-grade matcha from various regions across Japan and plans to expand international sourcing relationships.
“We’re constantly and continuously improving the quality of our ingredients and exploring what’s trending in global markets,” Tham explained. Limited-time offers (LTO’s) serve as testing grounds for increasingly unique and interesting flavor combinations. Recent successes include pink dragon fruit matcha, which Tham describes as creating “Instagrammable Chatime moments.”
“These LTOs are a way for us to test out new product innovation and get a pulse on what resonates with consumers,” she said. The strategy builds on established hits like Chatime’s Brown Sugar Pearl Crema Milk Tea, which helped drive significant sales growth across the network.
Chatime recently relaunched its loyalty app “Societea,” giving customers opportunities to earn points towards free drinks and incorporating advanced personalization features. The platform collects customer preference data and this feeds into menu development decisions. “This is an area that I’m passionate about because it’s about building brand affinity,” Tham said. “We wanted to make sure that the program offered value to our customers and ability to earn and burn at a rate that is rewarding and feels meaningful for them.”
While Chatime dominates headlines, Tham sees significant growth potential in Bake Code’s premium bakery concept. The brand produces all items fresh in Canada, a competitive advantage over those using frozen imports. “Our artisanal products are handcrafted locally, and not made somewhere in Asia, frozen, and then shipped across the sea to be merchandised in a store,” she said. “We make everything from scratch with high-quality ingredients. Once you’ve tried it, you can tell the difference.”
Bake Code’s signature molten salted egg croissant exemplifies the fusion approach that could appeal to mainstream Canadian tastes. While we have a variety of baked goods, our buttery croissants are filled with custards made with matcha, milk tea and other Asian-inspired flavors.
Tham hinted at “different formats and different ways to offer Chatime and Bake Code, either on their own or in combination” but declined to provide specifics. The format experimentation could include smaller footprint locations, hybrid concepts or technology-enabled service models. “We’re always on the lookout for new opportunities to serve new communities,” she said. “But we also have an amazing network of existing franchise partners who are great operators, who we want to make sure we’re supporting first.”
Co-founder Kenton Chan expressed confidence in the strategic direction. “Trinh is a results-driven leader with a clear vision for the future of Chatime and Bake Code,” he stated. “Her deep experience in brand building, operational excellence, and digital transformation—combined with an unwavering focus on innovation and franchisee success—makes her the right person to lead us into this next phase of growth.”
Co-founder Thomas Wong echoed the long-term vision. “We’ve always believed in the power of food and drink to connect cultures,” said Wong. “Looking ahead, we aspire to bring modern Asian experiences to more communities without losing the authenticity and cultural roots that define our brands. Trinh brings the capability and creativity to help us do exactly that.”
Tham positions Chatime as more than a beverage retailer. The brand serves as what she calls a cultural bridge, introducing mainstream Canadian consumers to authentic Asian flavors through approachable formats. “Chatime has helped expand Asian food culture through bubble tea in Canada, and I believe we’re just getting started,” she said. “There’s an exciting opportunity to continue redefining what modern Asian beverage and food experiences can look like.”
That cultural mission extends beyond current offerings and leverages Kevito’s strengths as experts in bringing new F&B concepts to life. Tham confirmed Kevito Group has “other ideas and concepts in the pipeline” but wouldn’t elaborate on specific plans. The company launched Canada’s first global bubble tea chain in 2011 with a single Toronto location serving a variety of bubble tea drinks: signature pearl milk tea and grass jelly roasted milk tea. Today’s unlimited combinations represent dramatic evolution, but Tham insists the journey has barely begun.
With franchise networks facing increasing competition and rising operational costs, Chatime’s focus on innovation and systematic support could provide a sustainable competitive advantage. Success will depend on execution across 100 locations spanning diverse Canadian markets.
Kevito Group operates Chatime Canada, Bake Code Bakery & Cafe and Atealier by Chatime across 100 locations nationwide. Founded in 2011, the company maintains Canada’s largest bubble tea franchise network.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes leadership roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024 and 2025, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.