How Does Manner's Coffee and Bread Combo Work at 5 Yuan?

Manner Coffee has priced freshly made bread back into the single-digit range, with croissants, butter rolls and raisin rolls at 5 yuan and baguettes, toast, muffins, bagels and pretzels at 8 yuan. The brand opened its first bakery in Shanghai in 2019 and now runs 67 stores nationwide, pairing baked goods with what coffee made from beans into a breakfast combo.

The move runs against a 9.9 yuan coffee price war while bread from many brands climbs past ten yuan. Manner's pricing stands out most in expensive commercial districts of first-tier cities, and the company itself has called the bread a loss-making business. Reviews point to portion size, ingredients and taste rather than price alone, which is why customers keep asking for the model to expand beyond Shanghai.

As coffee brands get swept up in the 9.9 yuan price war, their classic companion—bread—has quietly been raising prices, often starting at ten yuan, leaving office workers crying out that they can't afford it. Manner Coffee, however, has gone against the grain, dragging freshly made bread back into the single-digit era, with the cheapest croissant selling for just 5 yuan, sparking heated discussion online. This brand, which opened its first bakery in Shanghai in 2019, now has 67 stores nationwide, using a "coffee + bakery" model to create a high-value breakfast combo. This article explores how Manner is using low-priced bread to pry open the market, and whether it can satisfy netizens nationwide who are calling for it to "go national."

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When it comes to the morning staple for office workers, the golden duo of coffee and bread definitely ranks at the top.

But have you noticed? As coffee brands engage in price wars and collectively enter the 9.9 yuan era, its old partner "bread" has been raising prices against the trend, with common styles easily breaking the ten-yuan mark. Those products advertised as using imported ingredients leave ordinary consumers sighing that they're "out of reach." Many office workers can't help complaining: why is bread so expensive these days?

Just as everyone was suffering from bread price premiums, coffee brand Manner forcefully dragged the price of freshly made bread back to the affordable single digits.

In Manner's bakeries, the cheapest croissants, butter rolls, and raisin rolls are all priced at a flat 5 yuan, while baguettes, toast, muffins, bagels, and pretzels all fall into the 8 yuan tier. Only a few new items sell for just over 10 yuan.

Although compared to many traditional old-style bakeries, 5 yuan bread is only mid-range pricing, in the expensive commercial districts of first-tier cities, such pricing stands out sharply—even the brand itself has joked that this is a "loss-making business."

Looking through people's reviews of Manner's bread, you'll find that these handmade products aren't just competitive on price—the ingredients, portions, and most crucially the taste are all quite appealing to "carb lovers," with the main selling point being delicious and inexpensive. If you happen to visit a store where you can see inside the baking room, you can even witness bakers kneading dough and sprinkling almonds on site, eating with peace of mind.

However, Manner's bread cannot be ordered separately on delivery platforms—it must be purchased together with coffee. The brand's reasoning isn't hard to understand: people who want bread have to add a coffee, while coffee drinkers can use inexpensive bread to meet the minimum delivery threshold. This keeps the delivery channel running smoothly while also increasing the average order value—two birds with one stone.

But for consumers who have a Manner bakery right downstairs, the joy of good quality and low prices doubles at any time—not only can they enjoy the 5 yuan discount for bringing their own cup, they can also conveniently buy cheap bread to fill their stomach, maxing out the value for money. Some early risers even had a flash of inspiration, remembering Manner's unique "5 yuan espresso combo"—spending just 10 yuan gets you a proper energizing breakfast.

It's understood that Manner's first bakery opened in Shanghai in early 2019. Currently, there are 67 bakery stores nationwide, mostly concentrated in Shanghai, with a small number in other first-tier cities. These are 80-100㎡ coffee + bakery model stores.

On social platforms, whenever a city opens its first Manner bakery, thrifty office workers proactively help this coffee brand "spread the word," rushing around the office announcing how to achieve the joy of "wool-pulling." As more and more people share Manner's great-value bread, everyone realizes its prices are indeed considerably lower than many independent bakeries near commercial districts—made fresh daily, diverse choices, and the taste basically never disappoints. Any bread lover would be ecstatic upon seeing it.

As a result, a group of out-of-town netizens who can see but not taste have left comments, calling out to Manner, this "bread philanthropist": Please hurry up and go national!!!

Image source: Xiaohongshu

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