![]() And while other foodservice brands have different menus internationally, 95 percent of what's offered globally is in the U.S. The way tea is prepared and shops are laid out is similar worldwide. Firstly, it makes a significant difference in operational standards. The fact that Gong cha spent years establishing itself across the world before entering the U.S. In the U.S., Boston serves as headquarters. "I think we're building momentum as we build out our team." "We've built out a path to achieve that and get the whole organization fired up to go after it, and our franchisees as well," Henry says. The concept is building the necessary infrastructure for this expansion, with operational, supply chain, marketing, and development leadership now stationed domestically. In the Americas overall, Henry says the objective is 1,000 locations in the next three-plus years. specifically, the brand plans to surpass 500 stores by 2025. The Americas market should be well past 400 outlets by the end of 2023 and is expected to open 125 to 150 locations annually for the foreseeable future. READ MORE: Taiwanese Concept Gong cha Eyes Aggressive U.S. Gong cha increased its global store count by an average of 17 percent over the past three years, and yearly U.S. and around 70 or so units in Canada and Mexico. In the Americas, there's close to 350 locations, which breaks down to about 200 in the U.S. Gong cha was founded in Taiwan in 2006 and has since grown to nearly 2,000 locations in roughly two dozen countries. I've been doing beverages for 20-plus years and it's one thing to have a good brand, but a good brand plus a good product quality are the ones that often stand up the longest over time," Henry says. "We've got a very proven business model, high-quality product, which is what also appealed to me. The potential led him to Gong cha earlier in 2023, when he became president of the chain's Americas business segment. From afar he saw the beverage grow meaningfully, especially with customers under 30 years old. Henry also oversaw the rollout of a new app and POS system and familiarized himself with multi-unit franchising.ĭuring these years of working with drinks, Henry kept an eye on the bubble tea category. Then he worked a handful of years at Jamba, helping the chain grow from fewer than 1 percent digital transactions to north of 20 percent. Some were multi-billion brands, others were under $100 million and still emerging. ![]() There, Henry spent most of his time leading a tea and coffee portfolio that had seven brands, like Honest Tea, Gold Peak Tea, Fuze, and Peace Tea. He has almost 20 years of non-alcoholic beverage expertise, including more than a dozen years at Coca-Cola. Geoff Henry has been in the beverage business long enough to know what works and what doesn't. ![]()
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