Operations

Gong cha deploys Super Wu beverage automation system, kiosks to streamline operations

Photo: Gong cha

February 1, 2026

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Gong cha, the global bubble tea powerhouse with nearly 2,200 locations, announced the launch of its "Gong cha 2.0" initiative, a comprehensive brand overhaul designed to boost franchisee profitability through advanced automation and a modernized store aesthetic.

The rollout integrates the "Super Wu" beverage automation system and self-order kiosks to streamline operations and reduce labor pressures across its 33 international markets, including more than 240 U.S. stores.

Automation meets artisanal roots

The cornerstone of the update is the Super Wu system, named after founder Wu Zhenhua. After a two-year pilot in 40 stores across 13 countries, the platform is now standard for the global rollout. According to the company, the system:

Increases peak-hour productivity by up to 65%.
Shaves nearly one minute off average drink preparation times.
Enables stores to operate efficiently with as few as two team members.

Despite the automated dispensing of teas and syrups, Gong cha maintains that "artisanal touches" — such as brewing premium leaves and hand-shaking drinks — will remain central to the guest experience.

"Gong cha 2.0 is engineered for today's operators," Geoff Henry, president of Gong cha Americas, said in a company press release. "From staffing flexibility to real-time data insights, we're giving franchisees the tools to run smarter, leaner, and more profitably."

Digital-first guest experience

The new model mandates two self-order kiosks per location. The brand reports that 70% of U.S. transactions already occur via kiosks, which yield 10–15% higher average ticket values than traditional counter orders. Furthermore, 80% of guests opt into the brand's loyalty program during the digital checkout process.

Redesigned for scalability

The "Gong cha 2.0" design features a bright, open layout that reduces build-out costs while maximizing throughput. New visual elements include:

3D global tea timelines and illuminated tea field frames, "pearl" chandeliers and a bold red-and-white color palette
Grab-and-go sections featuring bottled drinks and expanded food options to increase check averages.

The initiative is currently being deployed in new locations across California, the Bahamas, Japan and Korea.

Gong cha, founded in Taiwan in 2006, operates in 23 U.S. states and Washington, D.C. The brand aims to exceed 500 stores in the Americas by 2028.