Summary

"Success Case Study: Luckin Coffee", is part of GlobalData's Successes and Failures research. It focuses on the launch of the Luckin Coffee chain in China, which adopted an internet business model to disrupt the country's fast-growing coffee category. It delivers crucial "what?", "why?", and "so what?" analysis to impart valuable lessons that can increase the prospects of a successful product launch.

Foodservice has evolved markedly in the digital age; every aspect of eating out, from product choice and convenience-seeking, to the dining experience and payment, have adapted to keep up with connectivity dependence. This is no more evident than in the coffee category, where mobile payment and delivery on demand are becoming just as important as a café having Wi-Fi and a coffee being Instagrammable. The new imperative for coffee chains is to make the consumption experience seamless across the online and offline worlds.

Scope

- One of the keys to Luckin's success was confining the...