Gong cha, the globally recognized Taiwanese bubble tea brand, is accelerating its U.S. growth strategy by appointing Michael Nedelkovich Jr. as Vice President of U.S.
Non-Traditional Franchise Development. With a proven track record at GoTo Foods—home to brands like Auntie Anne’s and Jamba—Nedelkovich brings extensive experience in launching food and beverage concepts in unconventional spaces.
In his new role, Nedelkovich will focus on expanding Gong cha’s presence in high-footfall, non-traditional locations such as airports, university campuses, casinos, and amusement parks. These venues are seen as prime opportunities for engaging Gong cha’s core demographic: Gen Z and Millennials.
“These venues not only provide high visibility, but also allow us to tap into daily routines and impulse-driven purchase behaviors,” said Nedelkovich. “Strategically, they offer scalable, multi-unit growth potential in environments where consumer demand for innovative beverage options continues to rise.”
Founded in Taiwan in 2006, Gong cha entered the U.S. market in 2014 and now operates over 240 stores in 22 states under a master franchise model.
The brand has ambitious goals, projecting a footprint of 500 stores across the Americas by 2028. Its presence is growing steadily in markets such as Mexico, Puerto Rico, and Honduras, with upcoming launches planned in Costa Rica, El Salvador, and Guatemala.
By focusing on non-traditional venues and capitalizing on impulse beverage trends, Gong cha aims to solidify its position as a leader in the U.S. bubble tea market.
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