Introduction:Luckin Coffee’s 2023 store price list has been officially released, covering popular series such as Classic Latte, Raw Coconut Family, and SOE Black Cup. However, many consumers have noticed that the same drink can have different prices at different stores, and in some cases, picking up in-store is even more expensive than ordering delivery—sparking widespread discussion. This article compiles the latest pricing information in detail, analyzes the reasons behind Luckin’s pricing strategy adjustments, and explores how these price differences impact consumers, helping you make smarter purchasing decisions.
Luckin Coffee updated its store beverage price list in 2023, listing the prices of multiple popular products such as Classic Latte, SOE Black Cup, and Raw Coconut Series. However, recently, many customers have discovered that even when purchasing the same drink, prices can vary between different stores, with some instances showing that in-store pickup is pricier than delivery orders—triggering much discussion.
In response to this phenomenon, Luckin officials explained that due to differences in logistics and operational costs across regions, stores can apply to adjust prices based on actual conditions, with individual item price adjustments reaching up to 3 yuan. This also explains why prices for the same drinks may differ between nearby stores.
Below are the 2023 reference prices for Luckin’s main products (unit: approximate conversion to New Taiwan Dollars, but actual pricing is primarily in RMB):
For classic coffee products, lattes made with blended beans are priced at 15 yuan, Caramel Latte and Okinawa Brown Sugar Latte both at 17 yuan, and Vanilla Latte also at 17 yuan. Standard Americano is 13 yuan, Strong Americano is 16 yuan, and Flat White (also called Aussie Flat White) is 17 yuan.
Products in the SOE Black Cup series are made with single-origin specialty coffee beans, including Yirgacheffe Dirty at 19 yuan, Yirgacheffe Flat White at 21 yuan, Yirgacheffe Americano at 17 yuan, and Yirgacheffe Latte at 19 yuan.
In the Raw Milk Latte series, Raw Milk Latte is priced at 18 yuan, and Red Bean Love Latte at 21 yuan. As one of Luckin’s popular hits, the Raw Coconut Family includes several fan-favorite drinks: Raw Coconut Latte at 18 yuan, Coconut Cloud Latte at 19 yuan, Raw Coconut Velvet Latte and Raw Coconut Mocha at 19 yuan and 21 yuan respectively, Raw Coconut Matcha at 19 yuan, and Meteorite Raw Coconut Latte at 20 yuan.
The Velvet Latte series includes Velvet Latte at 18 yuan, Raw Coconut Velvet Latte at 19 yuan, Okinawa Brown Sugar Velvet Latte and Vanilla Velvet Latte also at 19 yuan. The Thick Milk Latte series features Thick Milk Latte at 16 yuan, Sea Salt Cheese Thick Milk Latte and Meteorite Thick Milk Latte at 19 yuan each.
For frozen beverages such as the Rinse Ice series, Matcha Mango Rinse Ice is 22 yuan, while Cappuccino Rinse Ice, Matcha Rinse Ice, and Chocolate Rinse Ice are all 19 yuan.
Notably, some consumers previously reported that at the same store, choosing the pickup option turned out to be more expensive than ordering delivery—sparking much online discussion. In May of this year, related topics such as “Some Luckin stores charge more for pickup than delivery” and “Luckin responds to varying prices across stores” even trended on Weibo.
Media visits to some Luckin stores in Beijing confirmed that price inversions do indeed exist, with some drinks being 1 to 3 yuan more expensive for pickup than delivery. In response, Luckin customer service explained that stores can apply to regional management to adjust prices based on local conditions, with a maximum increase of 3 yuan over the base price—this leads to price variations even between nearby stores.
Luckin previously attracted consumers with a low-price strategy and a wealth of coupons, having launched discounts as steep as 1.8x and 3.8x off, as well as invite-only free coffee promotions. In 2018, its average actual selling price per cup was only about 3.3 yuan. But since 2022, with operational strategy adjustments, prices have gradually risen, prompting many consumers to start paying closer attention to whether its value proposition remains appealing.
In summary, Luckin’s 2023 price adjustments reflect changes in its operational costs, while price differences between stores and the inversion of pickup and delivery prices are practical adjustments based on regional logistics, operations, and pricing strategies. Before making a purchase, consumers might want to compare actual prices at different stores or choose the pick-up/delivery method that best suits them to ensure the optimal shopping experience.
The above content is compiled by CoffeeHunters, a coffee news website.
