Gong Cha Makes Switch to Direct Franchising to Fuel U.S. Development

Bubble tea concept Gong Cha is changing its growth strategy in the United States. Accustomed to growing through master franchise agreements, the brand is pivoting to direct franchising to saturate the market.

At more than 200 locations in the U.S., Gong Cha’s global growth strategy was focused on master franchises. The U.S. is seeing change specifically because direct franchising is more common for growth.

Source: Franchise Times