Gong cha Courts Multi-Unit Operators With a Lean Model

Gong cha is recruiting experienced multi-unit operators by stripping cost and complexity out of the store. The bubble tea brand runs 200 to 800 square foot footprints with no exhaust hood, fryer, or freezer, which lowers buildout and operating costs. That setup aims squarely at operators who want to add units without taking on a full restaurant.

Automation Carries the Labor Load

The brand's Super Wu system automates roughly 70 to 85 percent of beverage prep and can build a drink in as little as 43 seconds. Many locations run with one or two employees per shift, which matters when labor is the largest controllable cost in a beverage concept. For an operator weighing a fifth or tenth unit, lower staffing needs make the model easier to repeat.

Kiosks Lift the Check

Self-order kiosks now drive about 70 percent of U.S. transactions and lift average check size by 10 to 15 percent. They also push loyalty sign-ups past 80 percent, which gives operators a direct channel instead of renting reach from delivery apps. Higher checks and owned customer data are the kind of unit economics that justify multi-unit commitments.

The Demand Behind the Pitch

Grand View Research valued the U.S. bubble tea market at $3.3 billion last year and projects 12.7 percent annual growth toward $8.3 billion by 2033. Gong cha is leaning into that with campus and airport deals, including its first top-10 U.S. airport location. The brand also reacquired about 170 U.S. stores, a move that tightens operational control before it pushes harder into the Sunbelt.