At the same time as launching 7 new flavored fruit coffees, multiple afternoon tea discount packages will also be launched simultaneously. Does Hua Lai Shi want to continue to increase in the coffee t
At the same time as launching 7 new flavored fruit coffees, multiple afternoon tea discount packages will also be launched simultaneously. Does Hua Lai Shi want to continue to increase in the coffee track?
Red Food Network News: Recently, Hua Lai Shi's "WA Coffee" series has launched 7 new flavored fruit coffees and simultaneously launched multiple afternoon tea discount packages.
Specifically, the 7 new flavored fruit cafes launched by Hua Lai Shi this time focus on refreshing summer flavors, including grapefruit, oil orange, sweet honeydew melon, explosive C orange, crispy sweet red apple, chilled watermelon, passion fruit pineapple, and sea salt lychee flavors. According to the official mini program, the unit price of 7 flavored fruit coffees starts at 7.9 yuan, and users who hold the 9.9 yuan coffee monthly package rights even enjoy a low price discount starting at 5.9 yuan.
△ Image source: Screenshot of the Hua Lai Shi Mini Program
In order to match the consumption scenario of afternoon tea, Hua Lai Shi has also launched two "drink+snack" combination packages in response to the launch of the "WA Coffee" product. The set meal priced at 8.9 yuan includes an egg tart and a self selected beverage; The set meal priced at 9.9 yuan supports 5 types of snacks, including crispy fried chicken, black pepper chicken chunks, stir fried oyster mushrooms, taro and sweet potato balls, and taro paste and potato pie, which can be freely paired with any beverage in the store.
With its ultimate cost-effectiveness, this new product quickly sparked market discussions after its launch. On the Xiaohongshu platform, many consumers share their check-in notes and give positive reviews such as "online appearance, refreshing taste without stepping on lightning.
In fact, as early as February of this year, Hua Lai Shi launched a 9.9 yuan coffee monthly card promotion. This time, 7 new coffee items were launched and afternoon tea sets were introduced. In the eyes of Redfood Network, behind this series of actions is Hua Lai Shi's further exploration of the value of existing stocks.
△ Image source: screenshot from Xiaohongshu
And afternoon tea happens to have such potential. It can effectively fill the gap between 2pm and 5pm during non peak hours without increasing the number of new stores or relying on new supply chains, and activate the existing production capacity during this period through low-priced packages.
From the perspective of brand strength, Hua Lai Shi naturally has the advantage of making afternoon tea. On the one hand, the brand has a large and dense network of stores. According to Red Meal big data, as of now, there are nearly 20000 offline stores in HuaLai Shi, covering a wide range of domestic markets, communities, and street scenes, which can help the brand quickly expand its afternoon tea business; On the other hand, Hua Lai Shi's mature supply chain and standardized operation system can support the stability of the supply chain and quality control of afternoon tea products.
△ Image source: screenshot from Xiaohongshu
It is worth mentioning that major catering brands are currently intensifying their efforts in the afternoon tea market. It can be said that the afternoon tea scene has become a must compete area for catering brands.
KFC has launched a two-piece afternoon tea set starting from 10 yuan with the support of the Big God Card, which includes coffee drinks such as latte and iced Americano paired with snacks;
McDonald's has launched a "1+1" package starting at 13.9 yuan for afternoon tea and other meal pairing scenarios, and added a free refill service for freshly brewed coffee to enhance the appeal of afternoon leisure scenes;
Pizzahut continued to upgrade the afternoon tea menu, and launched a weekday package starting from 19 yuan, including unlimited refill privileges for drinks, paired with tiramisu, baked snacks and other new products;
Burger King has launched a 9.9 yuan value afternoon tea free pairing activity, supporting the free combination of snacks and drinks.
In this afternoon tea war, Hua Lai Shi has a slight advantage with lower prices, but whether the brand can continue to attract consumers and achieve a positive transformation between customer flow and profits in fierce competition still needs to be verified by the market.
Author: Fei Yuan from Red Meal Network; Editor: Li Tang.