Why Do Coffee Shops Set Delivery Minimum Order Thresholds?

Chain tea and coffee shops commonly set a delivery minimum of 20 to 30 yuan, while a single cup often costs around ten yuan. Customers who want just one drink cannot order directly, so they add tissues, snacks or a size upgrade to reach the threshold. Some platforms also require a minimum actual payment before the delivery fee is waived.

Store operators say the minimum and the delivery rules are set by brand headquarters and the platform, leaving franchisees no authority to adjust them. The debate highlights a real conflict between single-cup, single-person consumption and platform operating rules, and it is one of the cost questions anyone asking how much does it cost to open a coffee shop should study before signing a franchise agreement.

Recently, many users on social media have been sharing milk tea orders that include non-beverage items such as tissues. This is not a brand promotion, but rather the result of consumers being forced to add extra items to reach the delivery minimum order threshold. Many chain tea and coffee shops set their delivery minimum at 20 to 30 yuan, while a single cup of drink often costs only around ten yuan, meaning customers who want just one cup cannot place an order directly and must add tissues, snacks, or upgrade their cup size to meet the minimum. Some orders also require a minimum actual payment to waive the delivery fee, further increasing the burden on consumers. Store operators say the minimum order fee and delivery rules are set uniformly by brand headquarters and the platform, and franchisees have no authority to adjust them. This discussion around delivery thresholds reflects the real conflict between the demand for single-person, single-cup consumption and platform operating rules.

▲\n\nClick to follow | Daily specialty coffee culture magazine Coffee Workshop\n\nRecently, some netizens noticed that in social media posts by some 1 Dian Dian buyers, along with their drinks, there were varying numbers of tissues placed in the photos. This phenomenon led many consumers keen on grabbing deals to mistakenly believe the brand had launched a "buy milk tea, get free tissues" promotion. However, after opening the mini-program to check carefully, they discovered that these tissues were not actually given for free.\n\n

\n\nThis is somewhat puzzling—why would customers sharing their orders specifically spend money on tissues at a milk tea shop? In response, many consumers helplessly said, "One cup won't qualify for delivery, but two cups are too much to finish," so they had no choice but to "forcedly" order a few packs of tissues to reach the minimum order amount.\n\n

\n\nInterestingly, there are quite a few delivery users who have encountered similar frustrations. Looking at delivery platforms, many chain tea and coffee shops currently set their delivery minimum order at between 20 and 30 yuan, yet individual item prices in-store are often only around ten yuan, generally below the delivery minimum shown on the system. This means that if a customer wants to order just one drink, they cannot place an order through the delivery platform and can only choose to pick it up in-store.\n\nTherefore, to cross the minimum order threshold, users either choose to upgrade their cup size or add extra toppings to their drink, turning a originally refreshing milk tea into a "eight-treasure porridge"; or they add items sold in-store such as bottled water, tissues, and small snacks to reach the delivery minimum set by the store.\n\n

\n\nEven after meeting the minimum order threshold, some people still find themselves troubled by excessively high delivery fees. Some customers pointed out that certain tea delivery orders require an actual payment of a certain amount to waive the delivery fee. If they fail to reach this threshold, they have to pay an extra fee each time they place an order.\n\nAs a result, some consumers who are "daunted by the minimum order fee" blame the stores for this barrier preventing them from ordering, believing that staff should adjust the service fee standards on delivery platforms according to the situation, to accommodate nearby customers who cannot pick up in-store.\n\n

\n\nHowever, in the face of customers' complaints and grievances, managers of chain stores all cry foul. A franchisee of a certain brand explained that although delivery revenue from the platform belongs to the store, the minimum order fee, delivery fee, and promotional activities are basically handled by brand headquarters in coordination with the platform, set uniformly based on factors such as product cost and delivery distance. Store staff like them actually have no authority to change these settings.\n\nConsumers who understand some of the situation say that it is understandable for merchants to set minimum order fees considering operating costs, but the current practice by chain brands of "setting minimum order fees higher than most individual item prices" creates an invisible barrier for single-person, single-cup consumers. This may discourage customers' willingness to buy and make them give up placing orders, resulting in user loss.\n\n

\n\nAdditionally, in the view of most netizens, setting excessively high delivery service fees actually increases customers' spending, leading consumers to "forcedly" purchase unwanted items to meet the minimum order—such as a drawer full of unused tissues or snacks they don't like—adding unnecessary trouble for users.\n\nImage source: Xiaohongshu\n\nDisclaimer: Some images in this article are from the internet. For some content on the website such as images, we will respect the original copyright and indicate the source. However, due to the large quantity, there may be individual images or texts that have not been credited in time. We apologize for this. If the original author has any disputes, they can contact the website for handling. Once verified, we will immediately correct it. Compiled and edited by "Coffee Workshop." Please indicate the source when reprinting. If there is any infringement, please inform us for removal. Thank you\n~\n！\n\n

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