U.S. – Global bubble tea brand Gong cha has unveiled “Gong cha 2.0”, a sweeping digital and operational overhaul designed to boost franchisee profitability through advanced automation and modernised store designs.
The initiative aims to scale efficiency by integrating “Super Wu” beverage automation and self-order kiosks. This technology-led strategy is intended to reduce labour demands and increase throughput without altering the brand’s core product quality.
Central to the update is the Super Wu system, an automated platform named after founder Wu Zhenhua. The system dispenses tea, sweeteners, and syrups to precise specifications, automating the repetitive assembly process.
Following a two-year pilot in 13 countries, Gong cha revealed that their data shows the system increases peak-hour productivity by up to 65% and reduces drink preparation time by nearly one minute. Beyond speed, the platform provides real-time production data to assist franchisees with inventory management and cost control. Operationally, this automation allows stores to function with as few as two team members during standard shifts.
Geoff Henry, president of Gong cha Americas, said, “Super Wu and the digital kiosks create efficiencies that allow team members to focus less on repetitive tasks and more on connecting with guests. Franchisees using the machines have reported easier onboarding, reduced stress during busy periods, and more time for guest interaction.”
Under the 2.0 model, new stores will be equipped with two self-order kiosks, which already handle 70% of transactions in U.S. pilot locations. These systems, Gong cha said, have driven a 10–15% increase in average ticket values compared to traditional counter orders and serve as a primary marketing tool, with over 80% of guests using them to opt into the brand’s loyalty programme.
The refresh also includes a physical redesign aimed at lowering build-out and remodelling costs while enhancing the visual environment. These updated layouts feature open floor plans that put the tea-making process on display, complemented by large-format digital menu screens for real-time promotional updates. To boost check averages, the design introduces a new grab-and-go section for bottled drinks and food, while the brand identity is reinforced through “pearl” chandeliers and 3D historical timelines.
Despite the shift toward automation, Gong cha maintains that artisanal elements—such as daily tea brewing and hand-shaking drinks—will remain manual. The rollout is currently underway in the U.S. and select international markets, including California, Japan, and Korea.
Henry said, “Gong cha 2.0 is engineered for today’s operators. 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.”
