Gong cha’s successful implementation of self-service kiosks, highlighted at the Self-Service Innovation Summit, enhances customer experience, boosts efficiency and drives business growth, especially among Gen Z.
Gong cha, a Tawian-based bubble brand with over 2,200 global locations and 200 in the United States, is leveraging self-service technology to grow its footprint in the U.S., said Rebecca Kahn, franchise business leader of Gong cha US and Canada. She shared insights into the brand’s implementation of self-service kiosks this week at the Self-Service Innovation Summit. Now in its fifth year, the summit highlighted technology to help retail, hospitality, healthcare and transportation sectors enhance their customer experiences.
In a fireside chat, moderated by Sandra Carpenter, editor of Kioskmarketplace.com and Vendingtimes.com, Kahn described how kiosks attract Gen Z — its target audience — but also gain the attention of customers of all ages. In fact, kiosks are handling over 50% of all U.S. Gong cha transactions, and Kahn expects that number to grow annually.
By introducing self-service kiosks, Gong cha has achieved several key benefits:
- Enhanced customer experience: Kiosks offer a highly personalized and interactive ordering experience, allowing customers to customize their drinks with a wide range of options.
- Increased efficiency: Kiosks streamline the ordering process, reducing wait times and freeing up staff to focus on other tasks.
- Data-driven insights: Kiosk data provides valuable insights into customer behavior, enabling Gong cha to tailor its offerings and marketing strategies.
- Contactless service: Kiosks have become even more essential in the post-pandemic era, offering a safe and convenient way to order.
To complement the kiosk experience, Gong cha has developed a robust mobile app. The app offers a seamless integration with the kiosk system, allowing customers to order in advance, earn rewards and receive personalized recommendations. By seamlessly blending digital and physical experiences, Gong cha has created an omnichannel approach to customer engagement.
Gen Z and kiosk usage
Kahn emphasized the appeal of self-service kiosks to Gen Z consumers. She noted this generation is particularly tech-savvy and accustomed to personalized experiences. Gong cha’s kiosks cater to these preferences by offering a wide range of customization options, from sugar and ice levels to a variety of milk types and toppings. The interactive nature of the kiosks, coupled with their efficiency, has resonated with Gen Z, making them a significant driver of kiosk usage and overall customer satisfaction.
“We’ve seen that Gen Z customers are particularly drawn to our self-service kiosks,” Kahn said. “They enjoy the interactive experience, the ability to experiment with different flavors and toppings and the speed and efficiency of the ordering process. By catering to their needs and preferences, we’ve been able to foster a loyal customer base among this generation.”
Looking ahead: Future global kiosk strategy
As Gong cha continues to expand its global footprint, the brand remains committed to leveraging technology to enhance the customer experience.
By embracing emerging technologies such as AI and machine learning, Gong cha aims to further personalize its offerings and optimize operations. The company’s focus on data-driven insights and customer-centric innovation positions it as a leader in the food and beverage industry.
