Luckin Coffee recently entered the US market and is a fast-growing Chinese coffee chain. It has just hit the ground running in NYC, having just opened two outposts in Manhattan just under a month ago. This expansion represents the company’s aggressive aspiration. They decided they were going to make their mark in one of the world’s most competitive coffee markets.
Those new locations are perfectly positioned to attract the lunch crowd in Midtown and the Financial District. These vibrant places draw millions of visitors and feature thousands of daily office workers. Luckin Coffee’s meteoric development has included growing. Despite the pandemic, they’ve opened a handful of storefronts in high-visibility locations, each with electric blue deer logos and the words “coming soon” emblazoned on them. This distinctive branding looks to quickly capture the attention of thrifty new customers and generate excitement around the chicken chain’s newest innovations.
Luckin Coffee’s speedy growth is part of the company’s strategy to quickly establish a strong foothold in a competitive market like New York City. The move will put the company into a very competitive and hotly contested arena. Demand is skyrocketing for coffee, particularly among the urban professional class looking for convenience and quality beverage choices. By choosing Midtown and the Financial District as target areas, Luckin Coffee positions itself to cater to a diverse clientele, including busy commuters and office workers looking for a quick caffeine fix.
Luckin Coffee has already launched its first two stores. The operator has since announced plans to bring many more new stations to neighborhoods in New York City’s outer boroughs. Specific dates for these further openings aren’t noted just yet. With the show floor buzzing with demonstrators setting up, signs point to them being around the corner! The chain’s current high-velocity expansion suggests it’s all in, ready to go toe-to-toe with legacy players like Starbucks. These titans have historically dominated the local coffee scene.
The electric blue deer logo has proven to be a powerful branding tool in itself. Beyond that, it represents Luckin Coffee’s distinct culture and spirit. The business has to be different enough from the competition. It accomplishes this with an easy-to-use app-based ordering system that improves the dining experience while appealing to younger, more tech-driven consumers.