Gong Cha's V-Shaped Recovery
Under the leadership of President Jun Tsunoda, the tea specialist Gong Cha Japan achieved a remarkable business turnaround by pivoting away from its temporary image as a mere tapioca shop.
The company eliminated coffee offerings and shifted its focus toward a customer experience centered on freedom, allowing patrons to customize their tea and adjusting operational rules like ice levels. By replacing restrictive student discounts with the "ENJOY U22割" program, the brand successfully engaged younger demographics while maintaining consistency within its core tea platform. Furthermore, the…
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