Introduction:In recent years, multiple Nowwa Coffee franchisees have publicly shared their operational challenges, including insufficient brand support and vague product positioning, sparking widespread discussion about its franchise model. This article analyzes the operational hurdles faced by Nowwa Coffee stores through real case studies and consumer feedback, while offering practical advice and market insights for readers considering entering the coffee franchise business.
Recently, many Nowwa Coffee franchisees have voiced their experiences on social platforms, commonly reporting a lack of substantive support from the brand in store operations and citing numerous unreasonable restrictions that have made running their businesses extremely difficult. Some franchisees mentioned that during the initial opening phase, the brand failed to provide the promised promotional resources, and even the assigned supervisors offered little assistance—often only staying at the store for two days to handle personal matters.
Regarding daily operations, franchisees pointed out that the brand imposes strict procurement restrictions, such as requiring a minimum order of HK$8,000 for raw materials, and frequently mandating unnecessary compulsory stock purchases, leading to increased inventory pressure. Additionally, when some franchisees sought to relocate due to expiring leases, they faced various forms of non-cooperation from the brand, including being required to complete cumbersome relocation procedures before their delivery services could be reinstated, and being forced to purchase branded signage components, resulting in delayed openings or even failure to operate normally.
Beyond operational issues, some franchisees also reported that the brand failed to provide adequate support even on basic matters such as menu design on food delivery platforms, leaving franchisees to handle details that should have been managed by the brand, thereby increasing their operational burden. One franchisee lamented that dealing with these tasks—outside their own responsibilities—consumed significant time and energy.
Based on the experiences of multiple franchisees, netizens have summarized several key problems with Nowwa Coffee, including exaggerated promotion of store numbers, frequent delays or errors in the product supply chain, lack of systematic professional guidance for new franchisees, and franchise contracts containing numerous clauses that favor the brand, making it difficult for franchisees to effectively protect their rights when harmed.
Faced with these challenges, many franchisees expressed regret over their hasty decision to join, especially joining without sufficient understanding of the coffee industry and investing money and effort only to face operational bottlenecks and a lack of brand support. One franchisee frankly stated that if given a second chance, they would more carefully evaluate the brand’s strength and market positioning to avoid rushing into a business dilemma.
From the consumer side, many users have also raised doubts about Nowwa Coffee’s brand image and product quality. Some customers noted that the brand’s store exteriors and interior decor lack appeal, failing to generate much desire to visit. Others pointed out that physical Nowwa stores are rarely seen in Shanghai, inconsistent with the brand’s claimed origin image.
In terms of product taste, most consumers feel that Nowwa’s beverages lack distinctive flavor, especially compared to major market competitors like Luckin and Cotti, with its coffee lacking in richness and overall taste. Some consumers shared that after trying it, they found the flavor too weak to meet their expectations for coffee taste, leading them to stop patronizing and even add the brand to their “do not buy” list.
Furthermore, although Nowwa Coffee has attempted to attract customers through new flavors and collaboration campaigns, these marketing strategies have had limited impact on boosting actual store performance and have struggled to effectively reverse the negative impression consumers have of the brand. Franchisees noted that while these short-term promotions can bring temporary foot traffic, they cannot compensate for long-term operational losses or restore brand trust.
Facing these realities, some franchisees have chosen to cut their losses by closing or transferring their stores; however, a few remain committed to operating in hopes of gradually improving their business. These continuing franchisees advise aspiring entrepreneurs to thoroughly understand the brand’s actual operational model and market feedback before joining, to avoid repeating the same mistakes due to inadequate preparation.
The above content is compiled by CoffeeHunters, a coffee news website.
