Gong cha (Franchise Developement UK & Ireland) – Case Study

CLIENT: Gong cha
PROJECT: FRANCHISE DEVELOPMENT UK & IRELAND

Background:

• McKenna Townsend has been appointed by Gong cha, one of the world’s fastest-growing global tea brands to drive franchise development in the UK and Ireland
• Gong cha currently has 14 stores in the UK & Ireland but has ambitious plans to accelerate growth through a multi-unit franchise model that will see the region split into six areas with a long-term target of opening 500 stores. Expansion in the UK & Ireland forms a key part of the company’s international expansion strategy, which is aiming to scale up to 10,000 stores by 2032
• In 2023, Gong cha was named the Best Food & Drink Franchise at the Global Franchise Awards and, more recently, was ranked #1 in the Tea category in Entrepreneur Magazine’s Franchise 500® list for the third year in a row
• Today, Gong cha operates in over 2,100 locations across
  24 countries
• The global bubble tea market is soaring and expected to reach a staggering $4.3 billion by the end of 2027

Remit:
Reporting into the UK & Ireland Development Director, MT manages an integrated marketing programme to raise awareness of the multi-unit franchise opportunities and drive development in the region. Activity includes:

• PR – media relations and speaker opportunities
• Social media programme (b2b) – paid and organic (creative and copy)
• Stakeholder engagement – banking institutions, membership bodies liaison
• Direct marketing to suitable multi-brand operators
• Identifying and progressing strategic partnership opportunities for corporate and non-traditional development

Results:

• MT successfully secured the Master Franchisees for both GB and Ireland regions
• For GB alone, the Master Franchisee is set to open 225 stores in the next few years