Bubble Tea Brand Launches Redesign

Gong cha, a global bubble tea brand with about 2,440 locations, is introducing a “next-generation design” powered by automation and digital self-order kiosks.

The chain’s beverage automation platform—called the Super Wu system (named after Gong cha founder, Wu Zhenhu)—is now being rolled out globally following a two-year pilot at 40-plus stores across 13 countries. The system dispenses tea, sweeteners and syrups. The company says it reduces average drink prep time by nearly a full minute, plus increases productivity by up to 65% during peak hours. Additionally, it fulfills accurate order customization across over 200,000 possible drink combinations. On the back-end, it offers real-time data to enhance inventory management, forecasting and cost control, says Gong cha.

Staff members continue to supply “artisanal touches,” says the brand, including brewing tea, adding toppings, milk foam, ice and freshly cooked boba, and shaking each drink to-order. Staff also will now present each beverage with both hands and personally address guests by name, notes the release, as a nod to the brand’s Asian heritage.

A pair of self-order kiosks also are part of the new design. The chain says the kiosks drive higher ticket values, as compared to orders at registers, as well as the ability to showcase LTOs and other promotions. The equipment additionally drove loyalty program opt-ins in brand tests.

“Super Wu and the digital kiosks create efficiencies that allow team members to focus less on repetitive tasks and more on connecting with guests,” says 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.”

The design is further complemented by new additions including digital menu boards, further enabling stores to showcase promotions and other real-time content, and a grab-and-go section.

First piloted overseas in 2024, the new layout is now being rolled out across new U.S. stores, including units in California, and in select international markets like the Bahamas, Japan and Korea.

By 2028, Gong cha expects to have more than 500 stores in the Americas; today, it has over 240 in the U.S.