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Gong cha has introduced the 'Gong cha 2.0' initiative to enhance franchisee profitability through automation and modern store designs. The rollout includes the 'Super Wu' beverage automation system and self-order kiosks aimed at streamlining operations across 33 international markets, including over 240 locations in the U.S.

The Super Wu system, named after founder Wu Zhenhua, automates the dispensing of teas and syrups, improving peak-hour productivity by up to 65% and reducing drink preparation time by nearly one minute. New stores will feature two self-order kiosks, which currently handle 70% of transactions in U.S. pilot locations and yield a 10-15% increase in average ticket values.

The design overhaul focuses on open layouts and digital elements to lower costs and enhance customer engagement, while maintaining artisanal brewing practices. The initiative is being deployed in California, Japan, and Korea.