What the Luckin Coffee Dark Chocolate Complaint Reveals

A Luckin Coffee customer reported that a delivered dark chocolate drink arrived looking like cement gray with a disappointing taste. The post drew wide discussion a week after the chain pulled its Orange C Americano. An employee said in the comments that cappuccino frappe powder may have been used by mistake, since its packaging closely resembles the cocoa powder.

Other customers said their own orders looked normal and guessed the chocolate liquid was under-poured or a new employee added too few pumps. The episode points to ingredient handling in stores, where similar packaging raises the risk of a wrong scoop. In the same period, Luckin and Moutai launched a Dragon Year sauce-flavor chocolate latte within half a year of their first tie-up.

Recently, Luckin Coffee has once again become a hot topic on social platforms due to the abnormal appearance of a dark chocolate drink. Some consumers reported that the dark chocolate ordered for delivery arrived looking like cement gray, and the taste was also disappointing. Netizens speculated on the reasons, ranging from insufficient ingredient proportions to mistakes by new employees, and even suspected misuse of cappuccino frappe powder. Meanwhile, Luckin and Moutai teamed up again within less than half a year to launch the Dragon Year Sauce-Flavor Chocolate Latte, causing a surge in topic热度. Quality control controversies and co-branded marketing go hand in hand, and Luckin's brand management capabilities are facing a test.

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Recently, a post titled "Luckin Chocolate Transformed into Cement Gray" on social networks sparked widespread discussion, just one week after the last incident where Luckin's Orange C Americano was urgently taken off the shelves.

The consumer described in the post that because they didn't want to go out, they ordered Luckin dark chocolate for delivery, but after receiving the drink, they found it seriously inconsistent with expectations, "If you didn't know, you'd think this color was made from cement gray," and the taste was equally hard to accept.

In the comments section, many netizens said that their purchased "A Cup of Dark Chocolate" did not have a similar situation, speculating that it might be "not enough chocolate liquid added," "This doesn't look like chocolate at all; even with less amount, it shouldn't turn gray."

Other netizens analyzed that perhaps the consumer encountered a new Luckin employee, "Did you meet a newbie who only added three pumps and chose no ice, directly turning it into cement gray?" Many Luckin fans who frequently order "A Cup of Dark Chocolate" also confirmed that normal dark chocolate color is always very dark.

At this point, a Luckin employee appeared in the comments to explain, pointing out that the wrong ingredient might have been used during production, "Cappuccino frappe powder was mistakenly added; now the packaging of cocoa powder and cappuccino frappe powder is very similar." This statement was also agreed with by other netizens, who thought "the packaging of cappuccino powder and chocolate powder is the same," and did not rule out the possibility that new employees were unfamiliar with the ingredients and picked the wrong one.

In addition, within less than half a year, Luckin Coffee and Moutai reached a cooperation again. On January 19, Luckin Coffee and Guizhou Moutai successively posted on Weibo with pictures, announcing that on January 22 (i.e., today) they would jointly launch a cross-border new product "Dragon Year Sauce-Flavor Chocolate Latte," and subsequently the topic #LuckinMoutaiCoBrandingAgain# once again topped the Weibo hot search list.

Facing the re-emergence of Luckin Coffee's quality control issues, as a well-known brand, Luckin should strengthen product quality control and effectively safeguard consumer rights.

Overall, Luckin Coffee's quality control turmoil once again warns us that quality control not only affects brand reputation but is also closely related to consumer rights. For any brand, strict quality control should not be a stopgap measure but should become a long-term business principle.

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