Nine Days of Bubble Tea for CHERY’s Oxford Street Automotive Launch

The brief

CHERY’s public-facing vehicle launch at Futures Stores ran from 2 to 10 May 2026. Visitors explored vehicles, interactive attractions and campaign displays inside a busy Oxford Street retail environment. The production team wanted a hospitality touchpoint that visitors could enjoy while moving through the activation: freshly prepared bubble tea in cups carrying CHERY’s own campaign identity. Pearl Lemon was responsible for the beverage operation, not for producing the wider automotive launch. The initial operating plan allowed for 1,850 drinks over the nine days.

The challenge

This was not a straightforward tea drop-off. Guest flow was unpredictable, there was no supplier parking, and stock had to be moved from a short loading stop to the venue. Refrigeration was limited, so ice and chilled ingredients required planned replenishment. The marble floor also needed protecting from spills and condensation. Above all, the drinks station had to keep up with fluctuations in demand without distracting from the vehicle displays or the production team’s control of the brand environment.

Our approach

We built a compact menu and repeatable daily operation around the realities of the site. Brown sugar and matcha milk teas sat alongside fruit-tea choices, providing variety without making the workflow unnecessarily complex. Staffing, equipment, allergen information, daily load-in, stock replenishment and close-down were planned with the producer. Pearl Lemon supplied and operated the beverage service; the client production team controlled elements including the branded service bar, menu graphics and application of CHERY campaign stickers to the cups.

How it was delivered

Across nine consecutive service days the team ran the bubble-tea station alongside the wider launch activity. Ingredients and ice had to be replenished without relying on substantial back-of-house space. The clear cups made the drinks a visible part of the campaign: visitors received a finished product displaying the CHERY logo and ‘Find your happy’ message. Operational plans were adjusted as footfall changed, including on Saturday 9 May, when demand exceeded the day’s initial allocation.

The outcome

The clearest measured high point in the project archive is 345 drinks served on 9 May against an original allocation of 250 for that day. That is 38% above the initial day allocation. The service ran across all nine scheduled days. The archive does not contain a reconciled total for drinks served over the complete activation, so the 1,850 figure is presented only as the initial plan. The production contact also responded positively to Pearl Lemon’s ability to accommodate a late schedule change.

What this means for your event

For brands launching a product in an active public venue, hospitality is part of the visitor journey. This case shows how a focused drinks menu, disciplined resupply and brand-aligned presentation can make the catering feel native to the campaign without adding unnecessary production burden.