Former GoTo Foods executive Michael Nedelkovich Jr. assumes responsibility for securing sites in high-traffic, non-traditional venues such as airports, universities and amusement parks
Gong cha has appointed former Go To Foods executive Michael Nedelkovich Jr. as its first Vice President of U.S. Non-Traditional Franchise Development.
In a press release, the Taiwanese bubble tea chain said Nedelkovich will lead expansion into high-footfall non-traditional venues, such as airports, university campuses, casinos and amusement parks – which the chain cited as key touchpoints for engaging with its core Gen Z and Millennial consumer base.
“These venues not only provide high visibility, but also allow us to tap into daily routines and impulse-driven purchase behaviours. Strategically, they offer scalable, multi-unit growth potential in environments where consumer demand for innovative beverage options continues to rise,” said Nedelkovich.
Nedelkovich will also be responsible for increasing Gong cha’s speed to market, optimising existing franchise relationships and building new partnerships across US foodservice and travel industries.
At GoTo Foods, formerly Focus Brands, Nedelkovich led the expansion of the franchise group’s seven F&B brands, including Auntie Anne’s, Cinnabon and Jamba, into a range of non-traditional locations such as sports stadiums, healthcare centres and zoos.
Founded in Taiwan in 2006, Gong cha made its US debut in 2014 and currently operates over 240 stores across 22 states under a master franchise model. The bubble tea chain, which operates 2,200 outlets globally, forecasts it will reach 500 stores in the Americas by 2028. Alongside the US, Gong cha has a presence in Mexico, Puerto Rico and Honduras – with franchise agreements in place to also launch in Costa Rica, El Salvador and Guatemala.
