Bubble Up: Trinh Tham Takes The Lead @ Chatime + Bake Code (Win!)

A new era is steeping at Kevito Group. With the appointment of seasoned executive Trinh Tham as CEO of Chatime Canada and Bake Code, one of Canada’s most beloved bubble tea and Asian bakery brands is entering a bold new chapter. Backed by a powerhouse résumé—spanning Tim Hortons, Loblaws, Sobeys, and Harry Rosen—Trinh brings a sharp focus on innovation, quality, and experience. In this Q&A, she shares her vision for elevating modern Asian flavours, supporting franchise partners, and delivering the next wave of culinary creativity to Canadian communities coast to coast. —Noa Nichol

First off, congratulations on your new role! What drew you to Kevito Group and the opportunity to lead Chatime and Bake Code into their next chapter?

Thank you! What drew me in was the incredible entrepreneurial spirit behind this company. As a Chinese Canadian, I’ve watched with pride as Chatime helped bring Asian beverage culture into the Canadian mainstream. Co-Founders Kenton Chan and Thomas Wong built something truly special — a brand rooted in heritage, community, and bold innovation. When the opportunity came to help shape the next phase of that journey, it felt both personally meaningful and professionally exciting. I saw the potential to strengthen the business, support our franchise partners, and evolve our guest experience in ways that honour our roots while leading the category forward.

You’ve worked with some of Canada’s most iconic brands—Tim Hortons, Loblaws, Sobeys, Harry Rosen. What lessons from those experiences are you bringing to the world of bubble tea and modern Asian bakeries?

Each of those brands taught me the power of staying relentlessly guest-focused while balancing operational discipline. At Tim Hortons, it was about making a deeply emotional, iconic brand relevant to new generations. At Loblaws and Sobeys, it was about innovating with purpose — anticipating consumer trends and delivering them at scale. And at Harry Rosen, I learned how premium experiences and storytelling build deep, loyal communities. I’m bringing those lessons to Chatime and Bake Code by ensuring we honour our Asian heritage while evolving to meet the tastes, expectations, and digital habits of modern Canadian guests.

Chatime helped popularize bubble tea across Canada. What’s your vision for how the brand continues to evolve and stay ahead of the curve?

We have a responsibility to keep innovating while staying authentic. My vision is for Chatime to continue defining modern Asian beverage culture in Canada — not just following trends, but setting them. That means faster menu innovation, sourcing premium ingredients from around the world, refining our brand storytelling, and creating engaging digital and in-store experiences that feel fresh, connected, and distinctly Chatime.

You’ve mentioned accelerating menu innovation—can you give us a taste (pun intended) of what kind of seasonal drinks or flavour inspirations we might see next?

We’re leaning deeper into authentic Asian flavours with a modern twist. You’ll see more premium matcha blends from different regions in Japan, creative cold foam crema variations, tropical fruit flavours, and maybe even nostalgic flavours inspired by popular Asian desserts and street food culture. We also want to play with textures — think tapioca pearls, crystal boba, whipped toppings, and layered drinks that are as beautiful as they are delicious.

As someone passionate about elevating the guest experience, what does a “modern” QSR visit look like to you in 2025 and beyond?

It’s about balancing speed and guest experience. Guests crave efficiency, but they also want to feel seen and connected to a brand’s story. A modern QSR visit means seamless ordering through apps or kiosks, consistent product quality, and digital loyalty rewards — paired with warm service, clean and culturally relevant spaces, and Instagram-worthy moments. The experience should feel effortless and intentional at every touchpoint.

You’re leading with a renewed commitment to Chatime’s Asian heritage. How will that show up in product development, storytelling, or even store design?

You’ll see it in subtle, modern ways. In our drinks, it means ingredients like black sesame, taro, and chrysanthemum showing up alongside trending flavours. In storytelling, it’s about celebrating the origins of bubble tea and the entrepreneurs who brought it to Canada. And in store design, we’re exploring elements like contemporary Asian art, cultural motifs, and textures that reflect our heritage while feeling fresh and inclusive for Canadian communities.

Supporting franchisees is a key part of your growth strategy—what are some new ways you’re helping franchise partners thrive?

We’re building a stronger operational foundation with clear, supportive structures. That includes improving supply chain transparency, providing better training resources, enhancing local marketing support, and introducing new tools through our loyalty program and digital platforms. It’s also about creating more forums for franchisee feedback and collaboration so we grow together as true partners.

Bake Code is known for bold, unexpected flavours. What role do you see it playing in Canada’s fast-changing food scene, and how will it complement Chatime?

Bake Code allows us to offer premium, Euro-Asian baked goods that pair perfectly with Chatime’s drinks, creating a full café experience. As the appetite for global flavours grows in Canada, Bake Code will lead in categories like filled croissants, mochi buns, and layered cakes — with unexpected combinations like molten salted egg, ube, or milk tea. Long-term, I see opportunities for pop-ups, retail partnerships, and product collaborations that extend both brands’ reach.

You’ve got deep experience in digital transformation—how will technology play a role in engaging Chatime’s loyal (and very passionate!) fan base?

We’re already seeing how a smart loyalty program and digital ordering can deepen guest engagement. Our goal is to make every interaction — whether in-app, online, or in-store — feel connected and rewarding. That means better data to personalize offers, gamified experiences within our app, and integrating social content to keep fans involved in product launches and brand stories. It’s about building a digital community that’s as vibrant as our drinks.

And finally, we have to ask: what’s your personal go-to Chatime order right now?

Right now, it’s the Brown Sugar Pearl Crema Milk Tea with less ice and 50% sugar — a classic with a modern twist. I love the balance of creaminess, caramel notes, and chewy pearls. But I’m also loving some of our new matcha creations we’ve been testing — stay tuned for those!

Win! A $50 Chatime Gift Card!

One lucky Canadian winner will receive a $50 Chatime gift card! To enter, head over to Vita Daily on Instagram, follow @chatimecanada and @vitadailymedia and make sure to fulfil all the entry rules in the caption of the corresponding contest post. Contest opens July 7, 2025 and closes July 14, 2025. Complete contest rules and regulations here. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.