Gong cha has announced that its master franchisee in Benelux, Mad Vision Group, has expanded its footprint after opening two new sites in Belgium, in Mons and Antwerp.
Launching its first store in Brussels in 2022, Mad Vision Group – run by Adlane Draou – has enjoyed a successful start to life as Gong cha’s master franchisee in the region. Its store in Brussels has, to date, served more than 20,000 consumers, showcasing Gong cha’s consistently high-quality, freshly brewed drinks made with premium ingredients.
Paul Reynish, global CEO of Gong cha, said: “Mad Vision Group has been an excellent addition to our global franchise community. These two new stores are a prime example of what makes Gong cha a leader in the global bubble tea business. Great locations, quality products, great value, and an energized team who ensure we deliver outstanding customer service every day. Gong cha is on a mission to open a store a day in 2023 and thanks to Adlane and the team, we are well on our way!”
The latest openings in Mons and Antwerp – the first in plans to scale up to 50 stores in Benelux by 2030 – will provide another opportunity to highlight the strength of Gong cha’s product and brand as consumer interest in bubble tea accelerates. By 2027, the global bubble tea is expected to be worth approximately £3.6bn, with the fastest growth set to be in Europe, according to Allied Market Research.
Adlane Draou, founder and CEO of Mad Vision Group, said: “We’re excited to launch our new stores in Mons and Antwerp, building on our success to date in Belgium. With an existing portfolio of leading QSR brands, Gong cha has added significant value to our business and offers exciting, long-term growth opportunities thanks to its scalable operating model and strong operating framework. We look forward to opening more stores in the years ahead.”
Mad Vision Group’s success to date reflects the global relevancy of Gong cha’s offer. After expanding overseas for the first time in 2009, the brand has grown significantly and has over 1,900 locations across 22 countries, including the U.K., the U.S., Mexico, Australia, New Zealand, Korea, Japan, and Portugal, which launched in December 2022. It is currently expanding rapidly, with a global vision to open on average a new store every day in 2023.
