The Taiwan-based bubble tea chain Gong cha is unveiling a new store design initiative as it continues its expansion in the US and beyond.
The company has launched its “Gong cha 2.0 initiative”, which it calls a “comprehensive digital, operational and design refresh to optimise profitability, efficiency and scalability for franchisees”. Gong cha says the initiative combines two key technologies – beverage automation and self-order kiosks – with a modernised store design to streamline operations, reduce labour demands and improve customer experience.
Since 2014, Gong cha has opened more than 240 stores in the US 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.
Gong cha’supdated store design modernizes the customer experience and enhances operational efficiency. First piloted overseas in 2024, the new layout is being rolled out across new US stores.
Design features include bright, open store layouts that put the drink-making process on display, large digital menu screens that replace static boards for real-time content and promotions and branded visual storytelling through illuminated SEG lightbox tea field frames and a 3D global tea timeline that celebrate Gong cha’s culture and craft.
Other elements include warm materials, bold red and white colour 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 has been incorporated to boost check average.
