Introduction:Luckin and Cotti Coffee have simultaneously launched promotions for extra-large cups, yet they employ vastly different strategies to attract consumers: one offers limited-time "free upgrade vouchers" through a lottery system, while the other allows direct upgrades in the 9.9 special zone with no limits. Behind this capacity upgrade competition lies not only a battle for consumer mindshare but also differences in practical barriers and the range of beverage options available. This article dissects the detailed rules of both promotions and highlights the potential limitations of Cotti’s restriction to just six beverage types, helping coffee enthusiasts make choices based on their individual needs.
Luckin recently announced that Luo Yonghao has been appointed as the “Extra-Large Cup Ambassador.” Its latest promotional video cleverly recreates a classic scene from Luo’s 2011 microfilm 《Little Horse》, where he orders at Starbucks. This nostalgic ad quickly sparked heated discussions on social platforms and put Luckin’s heavily promoted “extra-large cup” beverages in the spotlight. In fact, the brand has been quietly testing the “+3 yuan upgrade” feature on its mini-program since the end of January this year, offering larger sizes for popular items such as lattes, flavored coffees, and teas. Now, it has further expanded the scale and discount intensity of the campaign.
Coincidentally, Cotti launched its “Unlimited Free Upgrade to Extra-Large Cup” promotion on the same day, resulting in a head-on clash of upsizing strategies between the two brands. Luckin’s “free upgrade” requires users to enter a promo code via the mini-program to participate in a lottery, with a limited number of upgrade vouchers issued daily. Users can then exchange the voucher to purchase a larger-sized drink at the original price. In contrast, Cotti’s approach is more straightforward: consumers simply need to select designated beverages in the “9.9 Special Zone” on the official mini-program to automatically upgrade to an extra-large cup. The official poster clearly states “no tricks, no lottery, no limits,” and this transparent approach has quickly attracted customers who prefer simplicity.
Consumer feedback shows polarized opinions on the two sets of rules. Some users prefer Cotti’s no-barrier design, believing that “no lottery, instant upgrade” aligns better with modern aversion to complicated processes—especially for busy office workers, who can save time and the effort of relying on luck by directly purchasing the extra-large cup in the 9.9 yuan zone.
However, many customers have complained that Luckin’s lottery mechanism has a “low winning rate,” with some even reporting that trying multiple accounts still didn’t yield an upgrade voucher. This uncertainty can easily wear down consumer patience.
Notably, although Cotti promotes its offer as “unlimited,” its free upgrade activity is limited to just six specific beverages, including classic Americano and caramel macchiato, which are basic options. Compared to Luckin’s more diverse selection that includes lattes, flavored coffees, and teas, the coverage is noticeably narrower. For customers with varied taste preferences, if their favorite drink is not on Cotti’s list of six, they may instead turn to Luckin’s lottery or other brands. Industry observers note that regardless of whether a lottery or direct upgrade is used, brands must ultimately ensure that the product’s quality and flavor meet everyday drinking needs—such as stable extraction parameters and whether the roast level suits larger serving sizes—these practical details matter.
This extra-large cup commercial battle stirred up by Luckin and Cotti may appear to be a promotion war over cup size, but it is actually a precise read of consumer habits and psychology. From the variables of the lottery mechanism to the selection of limited items, each detail can influence customers’ final decisions. It is recommended that consumers check whether their desired beverage is within the promotion scope before participating, and weigh the pros and cons of the two upgrade options based on their own preferences for convenience and flexibility.
The above content is compiled by CoffeeHunters, a coffee news website.
