Introduction:It has become a trend for luxury brands to venture into the coffee business. Recently, Burberry launched a striking blue pop-up coffee truck outside the Rosewood Beijing, where coffees priced at an average of 60 yuan each sparked widespread discussion. Consumer tests revealed that these so-called premium drinks were actually made using Nespresso capsules, and were plagued by ordering errors and English spelling mistakes. This article takes an in-depth look at the details of this pop-up event, examining its true value and customer experience to help you decide whether it’s worth going out of your way for a visit.

It’s no longer news that luxury brands are getting involved in the coffee sector. From Louis Vuitton to Gucci, major brands have been using themed coffee events to capture consumers’ attention. Recently, Burberry set up an eye-catching blue pop-up coffee truck outside the Rosewood Beijing, quickly becoming a gathering spot for passersby and photography enthusiasts. However, some customers who visited in person found that the drinks offered by this coffee truck were not as impressive as they appeared.

According to customers on-site, this coffee truck is part of a limited-time exhibition being held by Burberry at the Rosewood Hotel, and its main goal is to attract pedestrians to buy coffee and baked goods while taking photos for social media. Although it’s not uncommon for luxury brands to branch out into coffee, consumers generally expect to enjoy special beverages that match the brand image. As a result, when Burberry launched this initiative, many were curious and decided to check it out.

Photos from the scene show that the interior of the coffee truck is very minimalist, featuring only a coffee machine, a handwritten menu, and a small selection of baked goods. The items for sale include coffee, ice cream, and bread/pastries—all common offerings at regular coffee shops, with no exclusive or particularly exciting limited-edition items. More noticeably, the prices of these drinks are relatively high, with coffee averaging around 60 yuan, leaving many consumers wondering about the value behind the cost.

One customer who tried it out ordered a latte but ended up receiving an Americano without milk. This unexpected twist was surprising enough, but even more astonishing was the fact that the 60-yuan coffee was actually made using a Nespresso capsule. The staff admitted that the coffee truck did not use any specially co-branded products, but rather a standard capsule coffee system, with no exclusive collaboration with Nespresso.

This outcome led many netizens to joke that the “emotional value” of this coffee made up 90% of its appeal, mainly satisfying the desire for photo opportunities and brand experiences. For consumers who enjoy aesthetically pleasing items and brand collaborations, even just holding a paper cup with the Burberry logo for a photo can bring a sense of satisfaction.

Notably, the handwritten menu also contained obvious spelling errors—the English word “Americano” was misspelled—and the staff did not correct it on the spot. Though seemingly a minor detail, this became one of the focal points of customer discussions and raised questions about the overall level of thoughtfulness put into the event.

Industry observers point out that when high-end luxury brands venture into the coffee business, on the surface it seems like they’re using accessible, trendy drinks to attract the public, but in reality, it’s more about providing branded photo props for social media enthusiasts. For consumers enthusiastic about brand experiences, even a capsule Americano can become a hot topic on social platforms when enhanced by the brand’s prestige.

In summary, the 60-yuan capsule Americano offered by Burberry’s pop-up coffee truck may not be exceptional in terms of ingredients or preparation, but its brand influence and photo-worthy value still lead some consumers to willingly pay for the experience. If you’re a brand fan or love taking and sharing photos, this might be worth adding to your itinerary; however, if you’re expecting a truly high-quality pour over or an exclusive specialty drink, you might want to reconsider whether it’s worth the trip.

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