Gong cha debuts new tech-forward store design
Gong cha is unveiling a new store design initiative as it continues its expansion in the United States and beyond.
The Taiwan-based bubble tea chain has launched its “Gong cha 2.0 initiative,” which it calls a “comprehensive digital, operational and design refresh to optimize profitability, efficiency and scalability for franchisees." Gong cha says the initiative combines two key technologies — beverage automation and self-order kiosks — with a modernized store design to streamline operations, reduce labor demands and improve customer experience.
Since 2014, Gong cha has opened more than 240 stores in the U.S. across 23 states and Washington, D.C. and Puerto Rico, and is on track to exceed more than 500 stores in the Americas by 2028.
Beverage Automation
Gong cha’s beverage automation platform, called Super Wu, is designed to real-time intelligence and speed to drink prep. Named after Gong cha founder, Wu Zhenhua, it automates the repetitive steps of assembling drinks by dispensing tea, sweeteners, and syrups to precise standards.
The system which has piloting for over two years in more than 40 stores across 13 countries, is now being rolled out globally. According to Gong cha, it has been shown to ncrease productivity by up to 65% during peak hour and reduce average drink prep time by nearly a full minute. It also has been show to deliver faster service, shorter queues, consistent drink quality, and accurate order customization across over 200,000 possible drink combinations.
Beyond speed, the system delivers back-end operational intelligence that allows operators to track production data in real-time — enhancing inventory management, forecasting, and cost control, and ultimately contributing to stronger margins for franchisees, the company added.
Self-Order Kiosk
All new Gong cha 2.0 stores comes equipped with two self-order kiosks. The kiosks provide 10–15% higher average ticket values compared to traditional register orders, with simple visual ordering for new customers, and full menu access for regulars. More than 80% of guests opt into the loyalty program (via phone number capture) at the kiosks during checkout.
"Super Wu and the digital kiosks create efficiencies that allow team members to focus less on repetitive tasks and more on connecting with guests,” said Geoff Henry, president of Gong cha Americas “Franchisees using the machines have reported easier onboarding, reduced stress during busy periods, and more time for guest interaction."
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Store Design
Gong cha’s updated store design modernizes the customer experience and enhances operational efficiency. First piloted overseas in 2024, the new layout is being rolled out across new U.S. stores.
Design features include bright, open store layouts that put the drink-making process on display, large digital menu screens that replace static boards for real-time content and promotions, and branded visual storytelling through illuminated SEG lightbox tea field frames and a 3D global tea timeline that celebrate Gong cha's culture and craft.
Other elements include warm materials, bold red and white color schemes, and signature "pearl" chandeliers anchor the brand's new visual identity. A new grab-and-go section offering bottled drinks and expanded food options to boost check average
"Gong cha 2.0 is engineered for today's operators," said Henry. "From staffing flexibility to real-time data insights, we're giving franchisees the tools to run smarter, leaner, and more profitably—while preserving the spirit of hospitality rooted in the brand's Asian heritage."
Founded in 2006, Gong cha operates nearly 2,200 locations in 33 international markets.
