Luckin Coffee, the rapidly expanding Chinese coffee company, is shaking up New York City’s cutthroat coffee shop industry. Just shy of a month ago, it opened its first two locations in Manhattan. This step is only the start of a thrilling expansion plan. The firm is intent on creating a bold identity in the vibrant office cores of midtown and the Wall Street financial district. In fact, they’re already working on a few more permanent storefronts in these colorful neighborhoods.
The two recently opened outlets feature a distinct electric blue deer logo prominently displayed on their storefronts, accompanied by the phrase “opening soon.” This branding strategy is part of Luckin Coffee’s effort to create a recognizable identity in a city known for its iconic coffee culture. The company has picked out brilliant locations that serve both the professionals that pass through every day looking for convenient coffee options.
Luckin Coffee’s expansion isn’t stopping at these two outlets that are up and running. Plans are already in motion to expand to several new locations across New York City. While the exact dates for these openings remain unspecified, the company is actively preparing several storefronts to accommodate its growth. This midtown area vibrates with day-time high foot traffic and business activity. Along with the financial district, it’s one of the two most obvious targets for this growth.
Luckin Coffee though seems to be growing and expanding even faster and attracting a ton of attention. Today, it’s picking a fight with entrenched competitors like Starbucks. The company’s unique app-based strategy allows customers to order and pay for their coffee ahead of time, streamlining the purchasing process and enhancing customer convenience. This strategy has begun to land with urban consumers where time is the premium commodity in their busy lives.