Gong cha launches global ‘2.0’ model

Gong cha has announced its global Gong cha 2.0 initiative.

This global rollout combines two key technologies – Super Wu beverage automation and self-order kiosks – with a modernised store design to streamline operations, reduce labour demands and improve throughput without compromising quality or hospitality.

“Gong cha 2.0 is engineered for today’s operators,” said 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.”

At the heart of Gong cha 2.0 is the Super Wu system, 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 two years in more than 40 stores across 13 countries, the Super Wu is now being rolled out globally. It has been shown to:

• Increase productivity by up to 65% during peak hours.
• Reduce average drink prep time by nearly a full minute.
• Enable faster service, shorter queues, consistent drink quality and accurate order customization across over 200,000 possible drink combinations.

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 US stores, these systems provide:

• 10–15% higher average ticket values compared to traditional register orders.
• Simple, visual ordering for new customers, and full menu access for regulars.
• Impactful promotional visibility, showcasing bestsellers and limited-time offers.
• More than 80% of guests opt into the loyalty program (via phone number capture) at the kiosks during checkout, giving the brand a valuable owned-marketing channel for re-engagement and targeted offers.

Rooted in the brand’s Asian heritage, Gong cha 2.0’s new “drink hand-off” initiative trains team members to present each beverage with both hands, and personally address guests by name.

“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” says Henry.

Gong cha 2.0 also introduces an updated store design to modernise the guest experience and enhance operational efficiency. First piloted overseas in 2024, the new layout is now being rolled out across new US stores, with learnings that help reduce build-out and remodel costs, and drive greater profitability for franchisees. It ensures a visually memorable environment that supports brand storytelling, while enabling faster, smoother service.

Key Gong cha 2.0 design features include:

• 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 rollout of Gong cha 2.0 is currently underway in the US and select international markets, including upcoming stores in California, the Bahamas, Japan and Korea.