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Gong cha has launched the 'Gong cha 2.0' initiative to improve franchisee profitability through the introduction of the 'Super Wu' beverage automation system and self-order kiosks. This rollout aims to streamline operations across 33 international markets, enhancing productivity by up to 65% during peak hours and increasing average ticket values by 10-15% at U.S. locations. The initiative also features modern store designs that focus on open layouts and digital elements while preserving artisanal brewing practices.