Former GoTo Foods Executive Leads Bubble Tea Franchise Growth Across High-Traffic, Non-Traditional Venues
Gong cha, a global bubble tea brand with more than 240 locations across the U.S., has named Michael Nedelkovich Jr. vice president of U.S. non-traditional franchise development. The former GoTo Foods executive focuses on scaling Gong cha through multi-unit partnerships in high-traffic locations such as airports, college campuses, and amusement destinations. He brings more than 15 years of experience in franchising, site selection and strategic partnerships to the position.
“Non-traditional locations offer strong brand visibility and significant potential for multi-unit expansion and strategic partnerships. Gong cha’s ability to operate in compact spaces with minimal equipment and utility requirements makes it a strong fit, creating value for both franchisees and landlords,” Nedelkovich said.
In his previous role with GoTo Foods (formerly Focus Brands), Nedelkovich targeted non-traditional franchise development for Auntie Anne’s, Cinnabon, Jamba, Carvel, Schlotzsky’s, McAlister’s Deli and Moe’s Southwest Grill, and he earned multiple consecutive President’s Club awards for sales achievement. “Joining Gong cha was a natural progression, aligning my experience in scaling brands with the company’s ambitious growth plans and global footprint,” Nedelkovich said.
He began his career in non-traditional development at Fraport USA, a developer and manager of retail, food and beverage concessions programs at airports. He then oversaw business development and brand partnerships at Areas USA, a provider of food, beverage and retail services in the U.S. travel and hospitality industry.
Geoff Henry, president of Gong cha Americas, said Nedelkovich has the ideal background for the position. “Michael brings a rare 360-degree perspective, having served as a landlord, tenant and brand operator. His leadership and deep relationships in the non-traditional space will be instrumental as we expand our footprint into new formats and reach new customers across the U.S. and beyond,” Henry said.
Benefits of Non-Traditional Locations
Nedelkovich said non-traditional venues not only provide high visibility, but also allow franchisors to tap into consumers’ daily routines and impulse-driven purchase behaviors. “Strategically, they offer scalable, multi-unit growth potential in environments where consumer demand for innovative beverage options continues to rise,” he said.
About Gong cha
Founded in Taiwan in 2006, Gong cha offers customers the ability to customize their beverages and provides entrepreneurs with a scalable operational model and strong corporate support. Gong cha is one of the fastest growing bubble tea brands in the U.S. and internationally, with almost 2,200 locations in 29 international markets. The bubble tea franchise has opened more than 240 stores in the U.S. across 21 states and Washington, D.C. and Puerto Rico since 2014, and is on track to exceed more than 500 stores in the Americas by 2028.
