How Does a Welfare Lottery Coffee Shop Work?

NOWWA Coffee has opened a hybrid Welfare Lottery and coffee store in Jinan, Shandong, at 100 Phoenix Street, a busy commercial area popular with younger customers. The express pickup shop, roughly 30 square meters, sells more than 30 items including coffee, light milk tea, and baked goods priced from 7 to 35 yuan, alongside lottery products such as scratch cards, Double Color Ball, and Happy 8.

The store keeps the brand's orange pony signage and pairs lottery posters and instant ticket displays with the coffee menu and newcomer offers. An earlier customized Pony Scratch Card promotion lifted sales of the ton ton bucket by 63 percent month over month. For coffee operators, the setup tests whether lottery traffic can widen the customer base in a crowded tea and beverage market.

What kind of sparks fly when the lottery meets coffee? In Jinan, Shandong, NOWWA Coffee has opened a "Welfare Lottery + Coffee" hybrid store, cleverly combining lottery products like scratch cards and Double Color Ball with beverages such as coffee and light milk tea. This express pickup store not only continues the brand's signature orange pony element but also attracts customers of different age groups by using the lottery to drive traffic. As early as April this year, NOWWA Coffee launched a customized "Pony Scratch Card," which boosted the sales of its "ton ton bucket" by 63% month-on-month. Can this deep cooperation with the Welfare Lottery become a breakthrough in the fiercely competitive tea beverage market? Let's take a closer look.

The lottery and coffee, two seemingly unrelated fields, have produced a wonderful chemical reaction in NOWWA Coffee's store, showing a harmonious coexistence.

Recently, in Jinan, Shandong, NOWWA Coffee opened a "Welfare Lottery + Coffee" hybrid store. The store is located at 100 Phoenix Street in Jinan, in a bustling commercial area with considerable foot traffic, and it is also an area frequented by young people.

According to media reporters, this store is an express pickup store under NOWWA Coffee. Hanging on the store sign are the brand's signature orange pony decorative lights, as well as the marketing slogan "Reject High Calories." On the left side of the glass door is printed the logo of the "China Welfare Lottery," and the advertising slogan displayed by the lights is particularly eye-catching: "Between you and getting rich overnight, all that's missing is a cup of NOWWA Coffee!"

The entire store is not large, estimated to be within 30 square meters, and naturally there are not many seats inside.

Walking into the store, Welfare Lottery marketing posters and instant ticket displays occupy the center position on the counter, while next to the scratch card display area are the coffee menu and newcomer benefit posters.

On the store's mini-program, customers can purchase more than 30 products offered by NOWWA Coffee, including coffee, light milk tea, and baked goods, with unit prices ranging from 7 to 35 yuan.

While enjoying coffee and food, customers can also conveniently buy number-based lottery games such as Double Color Ball and Happy 8, as well as scratch cards that young people "can't forget." Basically, this coffee shop offers everything a regular lottery shop sells.

It is understood that scratch cards are a type of instant-win welfare lottery issued by the China Welfare Lottery Issuance Center, characterized by immediate purchase and play, exquisite ticket designs, diverse gameplay, and a high winning rate, and are deeply loved by lottery players, especially young people.

"You can enjoy the entertainment of scratching and opening immediately, and redeeming winnings right away, and you also have the hope of winning money. Who wouldn't love that?" said a young lottery player when talking about the reason for frequently buying scratch cards.

According to store staff, the "Welfare Lottery + Coffee" model exceeded original expectations. "At first, older customers came to buy Double Color Ball, while younger customers played scratch cards while waiting for coffee. Later, gradually, older customers also started ordering coffee, and younger customers also started playing Double Color Ball."

This is not the first intersection between NOWWA Coffee and the lottery. As early as April this year, NOWWA Coffee launched a specially customized lottery ticket for the brand—the "Pony Scratch Card." Customers only need to buy the drink "ton ton bucket" to scratch once for free. If they scratch out a pony, they win, and the top prize is a 10g pure gold bar valued at 6,000 RMB.

In addition, according to NOWWA Coffee's official statement, sales of the "ton ton bucket" at the first batch of stores participating in the sale of the Pony Scratch Card increased by 63% month-on-month, which led to another cross-industry cooperation with China Welfare Lottery. Now, this "Welfare Lottery + Coffee" hybrid store in Jinan can be seen as a continuation of the "Pony Scratch Card."

According to data from the Ministry of Finance, in the first three months of this year, instant-win lottery sales accounted for 26.1% of total lottery sales. Chinese people scratched a total of 38.9 billion yuan worth of instant-win lottery tickets, 17.4 billion yuan more than the same period last year, a year-on-year surge of 81.4%.

At a time when competition in the domestic tea beverage market is becoming increasingly fierce and various brands are racking their brains to attract consumers' attention, NOWWA Coffee's cooperation with China Welfare Lottery, selling lottery tickets while selling coffee, can be regarded as a customer acquisition plan with brand characteristics.

Image source: Internet

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