Boston — Gong cha, a leading worldwide bubble tea brand, has unveiled its global Gong cha 2.0 initiative: a comprehensive digital, operational and design refresh to optimize profitability, efficiency and scalability for franchisees — as well as improve the guest experience.
This global rollout combines two key technologies — Super Wu beverage automation and self-order kiosks — with a modernized store design to streamline operations, reduce labor demands and improve throughput without compromising quality or hospitality.
“Gong cha 2.0 is engineered for today’s operators,” says Geoff Henry, president of Gong cha Americas. “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.”
The Super Wu system is a beverage automation platform that brings real-time intelligence and speed to drink prep. Named after Gong cha founder, Wu Zhenhua, Super Wu automates the repetitive steps of assembling drinks by dispensing tea, sweeteners and syrups to precise standards. After piloting for over 2 years in more than 40 stores across 13 countries, the Super Wu is now being rolled out globally.
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. Super Wu also simplifies training and reduces staffing pressure, enabling stores to open with one team member and operate efficiently with just two.
Every new Gong cha 2.0 store comes equipped with two self-order kiosks, now a core component of the brand’s digital-forward guest experience (with 70% of transactions already coming through kiosks in U.S. stores).
Gong cha 2.0 also introduces an updated store design to modernize the guest experience and enhance operational efficiency. First piloted overseas in 2024, the new layout is now being rolled out across new U.S. stores, with learnings that help reduce buildout and remodel costs, and drive greater profitability for franchisees. Design features include:
- Bright, open store layouts that put the full drink-making process on display.
- Large digital menu screens that replace static boards for real-time content and promotions.
- Single-pod seating creates an inviting environment for social moment.
- Branded visual storytelling through illuminated SEG lightbox tea field frames and a 3D global tea timeline that celebrate Gong cha’s culture and craft.
- 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.
The Gong cha 2.0 rollout is currently underway in the U.S. and select international markets, including upcoming stores in California, the Bahamas, Japan and Korea.
Founded in Taiwan in 2006, Gong cha is the world’s premier bubble tea brand. Gong cha is one of the fastest-growing bubble tea brands in the U.S and internationally, with nearly 2,200 locations in 33 international markets. 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. For more information, visit https://gongchausofficial.com.
SOURCE: Gong cha