Gong cha Expands Campus Footprint via Proud to Serve Model at UCSF and UC Berkeley — GONG CHA LIMITED

Event summary

Gong cha partners with Ladle & Leaf to introduce its bubble tea offerings at UCSF and UC Berkeley campuses via the Proud to Serve model.
The Proud to Serve program allows established foodservice operators to integrate Gong cha's beverages into their existing venues.
Gong cha aims to expand its nontraditional presence beyond traditional storefronts, targeting high-traffic university and healthcare settings.
The brand operates over 240 locations across 24 states and is targeting 500 locations in the Americas by 2028.

The big picture

Gong cha's expansion into university and healthcare settings through the Proud to Serve model reflects a broader industry trend of brands leveraging existing foodservice operators to enter high-traffic, nontraditional locations. This strategy allows Gong cha to increase its distribution points while maintaining product quality and consistency, complementing its traditional franchise growth model. The move is part of Gong cha's broader strategy to reach consumers across more diverse environments, supporting its goal of surpassing 500 locations in the Americas by 2028.

What we're watching

Nontraditional Growth: How Gong cha's Proud to Serve model will affect its ability to penetrate high-traffic, nontraditional locations.
Scalability: Whether the licensing model can be replicated successfully across other universities and healthcare settings.
Market Expansion: The pace at which Gong cha can achieve its goal of surpassing 500 locations in the Americas by 2028.