Global bubble tea brand Gong cha has appointed Michael Nedelkovich Jr to lead the brand’s growth across high-traffic, non-traditional venues.
As vice-president of US non-traditional franchise development, Nedelkovich will focus on expansion via multi-unit partnerships in high-volume, experience-driven venues such as airports, colleges and universities, casinos, amusement destinations and big box retail.
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Gong cha, founded in Taiwan in 2006, noted that such experience-driven venues are key touchpoints for its core customer base of Gen Z and millennials.
Nedelkovich stated: “These venues not only provide high visibility, but also allow us to tap into daily routines and impulse-driven purchase behaviours. Strategically, they offer scaleable, multi-unit growth potential in environments where consumer demand for innovative beverage options continues to rise.”
Nedelkovich’s focus also includes increasing Gong cha’s speed to market, improving operational adaptability, optimising existing franchise relationships and building new partnerships across foodservice, travel and institutional sectors.
He brings more than 15 years of industry experience, specialising in franchising, site selection and strategic partnerships.
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By GlobalDataNedelkovich previously served as director of non-traditional franchise development at Go To Foods (formerly Focus Brands).
At GoTo, he led the expansion of the franchise group’s seven food and beverage brands, including Auntie Anne’s, Cinnabon and Jamba, into a range of non-traditional locations such as colleges and universities, healthcare facilities, amusement parks, zoos and travel centres.
Since 2014, Gong cha has opened 240 stores in the US across 21 states, Washington DC and Puerto Rico.
The bubble tea chain, which operates in 2,200 locations in 29 international markets, forecasts that it will exceed 500 stores in the Americas by 2028.
In April 2025, Gong cha announced its expansion across the Western US, expediting its next major growth phase.
