Digital Transformation and Growth in the QSR Industry

Mathew Roper, Head of Business Systems, Chatime Australia

Roper’s Professional Milestones

My professional journey has been quite unconventional within my field. I began with a background in Hospitality and Operations before transitioning to Stadia, where I focused on implementing inventory systems across multiple venues. From there, I moved into the QSR industry, gaining the privilege of working under exceptional leaders at some of Australia’s largest brands. This included leading initiatives such as introducing Home Delivery at Red Rooster and developing a comprehensive digital ecosystem at Hungry Jack’s.

In 2022, I joined Chatime with the mission of restructuring and modernizing the IT infrastructure and environment to support the company’s ambitious growth plans, including the expansion to 200 T-Breweries across Australia. This involved optimizing expenses while driving innovation through projects like POS system upgrades, app and kiosk development, digital menu boards, QR ordering, a new website build and the launch of an e-commerce platform.

Ensuring Cross-Departmental Collaboration for Seamless Customer Experience

In a fast paced retail environment, maintaining alignment across departments can be challenging, particularly in the current economic environment. To address this, my first step is to establish clear, measurable objectives that align with the overarching goals, eliminating ambiguity wherever possible. This helps to get clear results and assists in helping you with your next approach. The second step is to harness the power of technology by implementing centralized tools and maximizing their use. Embracing a data-driven approach is also essential to ensure decisions are informed and impactful.

Approach to Integrating Technology into a Traditional Product

Digital transformation isn’t solely about the product—it’s about delivering the product to customers in the most effective and efficient way while providing the best possible customer journey. While it’s crucial to respect the core product and understand how it’s best consumed and transported, our focus should be on enhancement, not replacement. The era of fast-food brands positioning themselves as tech companies is fading; instead, technology now must complement and elevate the experience. At its best, digital technology enhances the customer journey without overshadowing the essence of the product. Services such as Loyalty programs and gamification have been used with great success to add value to a customer and reward their value to the brand.

Implementing Strategies in the Development of Digital Platforms

Chatime has long been a leader in the bubble tea space, both locally and globally. The high quality of the Chatime product has never been in question. However, with the rapid growth of the brand in the local market, I observed that the systems in place were not adequately prepared to support the pace of expansion or the ambitious growth plans ahead.

“It’s equally important to seek those who elevate you as it is to invest in elevating them. This mutual exchange fosters growth, collaboration and shared success.”

My first strategy was to focus on stabilization—cleaning up and fixing existing systems. This involved addressing processes and technologies that were not functioning as intended. Often, when technology is underutilized or misaligned with business needs, it creates unnecessary noise and frustration, leading to dissatisfaction and resistance to future initiatives. Addressing these foundational issues was critical to rebuilding trust and ensuring systems could support continued growth.

The second and arguably most important, step was establishing strong communication and collaboration with the Business Partner network. Building rapport with this group was essential, as my role was ultimately to enable T-Breweries to sell more drinks .. By proactively addressing network concerns and maintaining clear communication about upcoming changes and innovations, I could ensure alignment and build confidence across the network. This approach was key to fostering a partnership mindset and driving collective success.

Role of Business Systems in Supporting Sustainability

The most critical role of business systems in supporting sustainability, waste reduction and responsible inventory sourcing, lies in ensuring data integrity and leveraging digital ordering channels. This year, one key initiative at Chatime was the implementation of an updated BI tool that centralized data from our POS, digital platforms, COGs and analytics into a single, unmanipulated source.

Data-driven systems like these provide actionable insights to support sustainability efforts, such as prioritizing the development of eco-friendly products and packaging, including biodegradable and reusable containers. Robust analytics also help optimize production, reducing overproduction and minimizing product spoilage, thereby cutting down on food and material waste. Additionally, automated processes—like digital order-taking and inventory management—significantly reduce reliance on paper and other physical resources, further supporting sustainable practices.

Effective Upskilling of Diverse Teams

I decided to focus on upskilling my own team first, ensuring we had a strong foundation before actively demonstrating our efforts and progress. While I personally enjoy leading by example and staying hands-on, I understand that not everyone thrives in that environment. From past experiences, I’ve learned that solid foundations and processes are key to building a strong platform for growth. As a result, I brought someone onto my team specifically to lead this area.

Early on, we identified the skill gaps within the team and took steps to address them, focusing on improving overall capabilities. We adopted a “next man up” mentality and over the past two years, the team has shown impressive growth. Throughout this process, we refined and streamlined nearly all of our processes, fostering a culture of collaborative learning and reducing our dependence on single-person responsibilities.

Advice to Peers and Budding Professionals

Sometimes, it’s important to take on roles where you can actively learn from those around you. I’ve been fortunate to work with some incredible executives who have significantly shaped my career and growth. Don’t hesitate to reach out to people who can contribute to your development—whether they are colleagues, suppliers or leaders at other organizations. We all start somewhere and some of the most valuable lessons come from learning through others.

I also make it a priority to surround myself with people who inspire and challenge me. It’s equally important to seek those who elevate you as it is to invest in elevating them. This mutual exchange fosters growth, collaboration and shared success.