How does the Luckin Coffee price list vary between stores?

Luckin Coffee published its 2023 price list covering Classic coffee, the SOE Little Black Cup line, Raw Coconut drinks, Velvet Latte, and Luckin Ice. Consumers noticed the same drink priced differently across stores, and in some cases self-pickup cost more than delivery. Luckin said stores may apply for price adjustments of up to 3 yuan due to logistics and operating costs.

The list shows Classic drinks such as Latte at 15 yuan and Standard Americano at 13 yuan, made with blended coffee, while the SOE Little Black Cup line, made with single-origin beans, runs higher, with Yirga Americano at 17 yuan. The spread reflects local cost differences rather than a single national price. Coffee prices at this level stay far below novelty items like the most expensive coffee bean poop.

Luckin Coffee's latest 2023 store price list has been announced, clearly listing prices for series such as Classic Latte, SOE Little Black Cup, and Raw Coconut Family. However, recently consumers have found that the same drinks are priced differently at different stores, and even the self-pickup price is higher than the delivery price, a phenomenon that has sparked widespread discussion. Luckin officially responded that due to differences in logistics and operating costs, stores can apply for price adjustments, with a maximum increase of 3 yuan. This article compiles the complete price list and sorts out the changes in Luckin's pricing strategy and their impact on consumers.

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Luckin Coffee's latest 2023 price list is as follows:

Classic coffee products (made with blended coffee beans)

Latte 15 yuan, Caramel Latte 17 yuan, Okinawa Brown Sugar Latte 17 yuan, Vanilla Latte 17 yuan

Flat White Coffee 17 yuan, Standard Americano 13 yuan, Extra-Strength Americano 16 yuan

Little Black Cup series (made with SOE single-origin specialty coffee beans)

Yirga Dirty 19 yuan, Yirga Flat White 21 yuan, Yirga Americano 17 yuan, Yirga Latte 19 yuan

Raw Cheese Latte series

Raw Cheese Latte 18 yuan, Red Bean Latte 21 yuan

Raw Coconut Family (Luckin's first-launched popular hit products)

Raw Coconut Latte 18 yuan, Coconut Cloud Latte 19 yuan, Raw Coconut Velvet Latte 19 yuan, Raw Coconut Mocha 21 yuan, Raw Coconut Matcha 19 yuan, Meteorite Raw Coconut Latte 20 yuan

Velvet Latte series

Velvet Latte 18 yuan, Raw Coconut Velvet Latte 19 yuan, Okinawa Brown Sugar Velvet Latte 19 yuan, Vanilla Velvet Latte 19 yuan

Thick Milk Latte series (made with rich milk)

Thick Milk Latte 16 yuan, Sea Salt Cheese Thick Milk Latte 19 yuan, Meteorite Thick Milk Latte 19 yuan

Luckin Ice (smoothie series)

Matcha Mango Luckin Ice 22 yuan, Cappuccino Luckin Ice 19 yuan, Matcha Luckin Ice 19 yuan, Chocolate Luckin Ice 19 yuan

Previously, an article titled "Luckin's product prices also differ across stores??" quoted the public account "IQ Tax Research Center" as saying: staff at the research center found when placing an order that even when buying at the same store, choosing self-pickup actually cost more than requesting delivery!

And just yesterday, the topic of Luckin's prices flared up again, with the hashtags #LuckinSomeStoresSelfPickupPriceHigherThanDeliveryPrice# and #LuckinRespondsToDifferentPricingAcrossStores# making it onto Weibo's trending list.

According to information on Weibo's trending list, recently some customers reported that when buying the same drink at Luckin Coffee, they not only found that the price had risen compared with before the Chinese New Year, but also that the in-store "self-pickup" cost was actually 1 to 3 yuan higher than "delivery."

The trending list information showed that on May 20, a reporter visited some Luckin stores in Beijing and confirmed that the price "inversion" did indeed exist. As analyzed in the earlier article, the price differences among Luckin stores stem from different pricing strategies at each store.

On May 21, regarding the phenomenon of different prices at different stores, a Beijing News Shell Finance reporter contacted Luckin staff, who explained: "Due to differences in logistics, operations and other costs, different stores will have different pricing."

In addition, when asked why Luckin drinks less than 500 meters apart also had different prices, Luckin customer service responded: Luckin Coffee stores can apply to their regional supervisor for a price adjustment based on their own circumstances, and the original price of drinks can be increased by at most 3 yuan.

For a long time, Luckin Coffee attracted a large number of consumers through its advantages of low prices and massive coupon distribution. However, since April last year, huge financial fraud was exposed behind Luckin's low prices, and the matter once became a focus of public discussion.

In fact, when it was first founded, Luckin Coffee once claimed it wanted to treat Chinese people to coffee. Specific practices included: frequently distributing 1.8-discount and 3.8-discount coupons as well as storewide buy-one-get-one-free promotions; at the same time, in order to promote its app, it also launched an activity where inviting friends allowed one to drink coffee for free. In addition, according to data publicly released by Luckin Coffee, in July 2018 its sales volume exceeded 18 million cups, with sales of 59.17 million yuan. With the large discounts, the average price per cup was only about 3.3 yuan, equivalent to spending just the price of a bottle of mineral water for a cup of coffee.

Now, Luckin Coffee is quietly raising prices. So, after this brand that once loved giving out coupons the most raises prices, can it continue to win consumers' favor?

*Image source: Internet

The above content is compiled by CoffeeHunters, a coffee news website.