Gong Cha Unveils Tech-Driven Store Redesign
Bubble tea is about to get a lot faster. Gong Cha, the Taiwan-based chain with 2,200 stores in 33 countries, is introducing a major redesign that puts automation front and center.
The company calls it "Gong Cha 2.0" - a new store model that combines drink-making robots, self-service kiosks, and a modern look. After testing the setup in Asia and the Middle East for two years, the brand is ready to bring it to its 240 U.S. locations.
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At the heart of the redesign is "Super Wu," a beverage automation system named after founder Wu Zhenhua. The machine handles the repetitive work of mixing tea, sweeteners, and syrups to exact measurements. It's been tested in over 40 stores across 13 countries and has shown it can handle more than 200,000 drink combinations.
The results are striking - drink prep time has dropped from 90 seconds to 30 seconds. The system can save stores 25 to 30 hours of labor each week, cutting the number of employees needed per shift from four to two.
"We're using technology to take advantage of labor optimization, but also to elevate the guest experience," said Geoff Henry, president of Gong Cha Americas. "Our target consumer is young, 18 to 30 years old, and they really love interfacing with the kiosk to explore the menu and customize their order."
The kiosks are proving popular. In stores that have added them, 90% of orders now go through the kiosks instead of the counter. Average check sizes are 10 to 15% higher compared to register orders, and more than 80% of customers join the loyalty program at checkout.
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But Henry says the shift isn't just about cutting staff. "Now that we've made the drink-making process a little easier for the team members, they can focus more on making sure the guests are welcomed, that their drink is prepared properly, and handed off with a smile," he said.
The new stores also feature bright, open layouts that put drink-making on display, large digital menu screens, and design elements like illuminated tea field frames and "pearl" chandeliers.
Gong Cha plans to ramp up expansion in North America, targeting California, New York, Texas, and Florida. The chain aims to reach 500 stores in the Americas by 2028.
