Gong cha debuts next-gen Midtown store design in New York

Gong cha has remodeled two Midtown Manhattan locations with a new layout, self-service kiosks and faster service technology as it marks its 20th anniversary. The brand will celebrate with weekend giveaways, BOGO offers and custom art installations before a third New York City location opens soon.

Why it matters: - Gong cha is using New York City to showcase a store format it says is built for faster service, easier flow and a more elevated customer experience. - The remodel also ties the brand’s 20th anniversary to a visible push in one of its highest-profile U.S. markets. - The upgraded stores combine retail, food and beverage, and branded art in a way meant to deepen customer engagement.

What happened: - Gong cha opened two remodeled Midtown Manhattan locations at 75 West 38th Street and 12 West 32nd Street. - The company will mark the launch with a mobile LED truck activation on Friday, Oct. 23, followed by weekend offers on Oct. 24 and Oct. 25. - A third remodeled New York City location at 42 Mott St. is coming soon.

The details: - The remodeled stores feature a bright, open design that replaces traditional counters with a layout intended to improve customer flow. - The 38th Street store includes a signature red merchandise display wall, self-service ordering kiosks and seating for guests. - The 38th Street location also has a grab-and-go case with an expanded breakfast program. - That store opens at 8 a.m. and offers pastries, specialty coffee drinks and bottled beverages alongside tea drinks. - The 32nd Street location uses the same open design in a more streamlined layout focused on efficiency. - Customers can still customize drinks by choosing a tea base, sweetness level, ice level and toppings. - Gong cha says Super Wu brewing technology and self-service kiosks speed up the time from order to handoff. - On Friday, Oct. 23, from 1 to 7 p.m., a mobile LED truck will travel through Midtown neighborhoods around the two stores. - Brand ambassadors on the truck will hand out 3,000 vouchers for free pearls with any beverage purchase. - On Saturday and Sunday starting at 10 a.m., the first 75 guests each day will receive an exclusive tote bag on Saturday or an exclusive tumbler on Sunday. - The next 100 guests each day will receive a free medium beverage. - Eligible drink choices are Mango Green Tea, Strawberry Milk Tea or Black Milk Tea with Pearls. - Gong cha will offer buy one, get one free on its top five fan-favorite beverages all weekend. - Visitors can spin the wheel for instant prizes, sample waffles and breakfast items, and enter to win free Gong cha for a year. - The company is also releasing exclusive NYC merchandise, including apparel, hats and tote bags.

Between the lines: - The remodeled stores show Gong cha leaning into a mix of speed, customization and experiential retail. - The New York rollout also gives the brand a chance to connect its anniversary message with a flagship-style market activation. - The art collaboration signals an effort to make the stores feel more local and more visually distinctive, not just more efficient.

What's next: - Gong cha said the third remodeled New York City location at 42 Mott St. is coming soon. - Customers can use the Gong cha Tea mobile app for iOS and Android to place mobile orders, adjust beverage recipes and collect reward points. - More information is available at the company’s announcement.