Growing a Franchise
Missy Maio is helping drive Gong Cha’s U.S. expansion by aligning national strategy with local execution and giving franchisees the tools to thrive in their markets.
Name: Missy Maio
Role: Vice President of Marketing and Global Partnerships
Brand: Gong Cha
Brand Website: https://gongchausa.com/
With hundreds of locations worldwide and a rapidly expanding footprint across the United States, Gong Cha is making its mark as a global bubble tea powerhouse — and franchise marketing is at the heart of that growth. Leading the charge is Missy Maio, who brings a franchise-first mindset to every initiative.
From localized launch support to strategic national partnerships, Maio focuses on delivering marketing programs that empower franchisees to drive traffic, build loyalty and stay aligned with Gong Cha’s premium brand experience — all while keeping the unique needs of each market front and center.
1851 Franchise: What do you love most about franchise marketing?
Missy Maio: What I love most about franchise marketing is the opportunity to work directly with individual entrepreneurs. Each franchisee brings their own unique perspective, challenges and community knowledge, and I’ve found it incredibly rewarding to support them with tools and strategies that help them succeed on a local level while staying aligned with a national brand. There’s something really energizing about the partnership between brand vision and local execution.
1851: What do you see as the single most important thing franchise marketing pros can do to impact franchisees’ unit-level economics?
Maio: The biggest impact comes from delivering fully integrated launch support, ensuring franchisees not only have a great offer or campaign, but also the operational playbook to execute it seamlessly. That means aligning marketing with operations, training and supply chain so the entire system is set up to drive sales, manage inventory and train crew effectively. When those elements come together clearly and on time, we’re not just creating awareness — we’re setting up the store to capture sales and drive profitability.
1851: What do you see as the franchise brand’s largest marketing opportunity?
Maio: Strategic collaborations with well-known consumer brands continue to be one of the biggest marketing opportunities. When done right, they provide instant credibility, cultural relevance and fresh reasons for consumers to visit and engage. These partnerships can unlock broader awareness and allow franchisees to benefit from national buzz that trickles down to their local storefronts, while also giving us new ways to tell our brand story.
1851: What are the top marketing trends you see in 2025?
Maio: Some of the key trends shaping 2025 include:
1851: What is one bold prediction you have for what’s next in marketing?
Maio: We’ll continue to see a sharp decline in the effectiveness of traditional media like TV, radio and print, especially among younger demographics. My bold prediction? The next wave of brand-building will come from real-time, experience-driven content — think user-generated reviews, live shopping and creator-led activations that blend entertainment and commerce. Marketing won’t be something we “see”; it’ll be something we “do,” with consumers actively participating in the storytelling.
Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.
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