Gong cha targets 10,000 stores with global expansion
The bubble tea maker is scaling operations and boosting franchise partnerships overseas.
London-based Gong cha is speeding up its global expansion as it tries to reach 10,000 outlets by 2032, starting with a major push in the UK and key growth markets across Europe, the Middle East, and Africa, and the Asia-Pacific region.
The bubble tea maker is focused on launching in new territories, scaling operations, and strengthening franchise partnerships in these regions, Justus Haller, the newly appointed general manager for growth markets, told QSR Media.
“We want Gong cha to become an everyday ritual and part of that comes with location,” he said in an emailed reply to questions.
“We will be working with our franchisees [in these regions] to scale up with new stores that are ‘in the way’—in prime, central locations where friends and family can hang out—and ‘on the way’—in areas with high footfall, perfect for takeaway and drinks on the go,” he added.
This would ensure Gong cha’s position as a brand of choice, strengthening its grip on existing markets, the general manager said.
Founded in Taiwan in 2006 and headquartered in the UK, Gong cha operates in more than two-dozen markets around the world. In March, Gong cha signed a deal with franchise partner Jinziex to open 225 sites in the UK.
Haller, a former Burger King chief financial officer, said they are focused on entering the Middle East.
“We’re currently working diligently behind the scenes to bring Gong cha to market in their chosen locations, creating high-quality new stores with a premium look and feel,” he said.
“For customers who are interacting with the brand for the first time, the groundwork we are putting in now to get our stores absolutely spot on will be critical for creating positive experiences and driving loyalty,” he added.
Gong cha has adjusted its product mix based on market preferences. In the Middle East, testing showed stronger demand for milk-based and indulgent beverages over lighter, fruit-based options, Haller said.
In response, the company and its franchisee Shahia Foods Ltd. introduced products such as strawberry almond jelly tea and boba crème bowls to better align with local tastes.
Haller noted that in the UK, the company differentiates itself by using high-quality ingredients. Gong cha brews whole leaf tea from its own plantations and showcases distinct tea flavours rather than masking them with syrups or additives.
“The UK is a highly fragmented bubble tea sector,” he said. “It’s today centred on fun and highly vibrant drinks. We also do hyper-customisable and ‘Instagrammable’ beverages, but what sets us apart from the industry and is a genuine point of difference is our quality.”
“We want consumers to find their taste—whether it be Oolong, green, black or jasmine—and use that as a platform to express themselves while embracing the unique flavour profiles of tea,” he added.
