At a Glance (China Coffee Network): On September 9, Nayuki rolled out its autumn coffee special “400-Whisk Osmanthus Rice-Wine Milk Coffee” alongside a savory “Multi-Grain Mushroom & Ham Focaccia.” The launch drove a sharp same-day lift in the coffee line’s sales and revenue—Nayuki’s latest answer in coffee after a run of hits, keeping a monthly cadence of new specials since June.
On September 9, Nayuki’s autumn coffee special “400-Whisk Osmanthus Rice-Wine Milk Coffee” officially launched, together with a savory “Multi-Grain Mushroom & Ham Focaccia.” The new products drew a strong market response; on launch day they drove a large same-day lift in the coffee line’s unit sales and revenue. This is yet another coffee answer sheet from Nayuki, following hits such as the Ice-Brick Americano, the Tonic Sparkling Americano and the Sunset Orange-Sea Milk Coffee. From June to now, Nayuki has kept a rhythm of one new coffee special per month. Open the Nayuki ordering mini-program and the selectable special coffees have accumulated to 14; focaccia and coffee together have become many commuters’ breakfast companion.
After “fresh-fruit tea + soft European bread,” why has “coffee + focaccia” become Nayuki’s new expression of “two kinds of beauty”?
Monthly launches, every one a hit: Nayuki’s coffee “acceleration”
Coffee is one of the categories Nayuki has been exploring heavily this year. Public data shows that in the first half of the year, Nayuki’s per-store average daily coffee sales rose from 13.1 cups in January to 26.5 cups in June—nearly doubling. Nayuki has quietly stepped up its coffee push, and the signs were visible early in this year’s launch moves.
1. Higher frequency: dense launches, every one a hit. “The osmanthus aroma is spot-on; the sweetness of the rice wine and the bitterness of the coffee are balanced just right,” one user wrote on social platforms, calling the “400-Whisk Osmanthus Rice-Wine Milk Coffee absolutely amazing.” Others directly urged Nayuki: “This autumn, please weld osmanthus onto the menu.” The day this special launched, it drove a large same-day lift in the coffee line’s unit sales and revenue. Going back: the Ice-Brick Americano launched in June broke 200 cups per store per day in its first week; the Sparkling Americano in July topped breakfast-times sales; the Sunset Orange-Sea in August lifted the coffee line’s daily revenue by nearly 40% month on month. Nayuki is forging a formation of hit coffees.
Nayuki’s coffee has preliminarily formed a rhythm of something new every month. Peng Xin, Nayuki’s founder and general manager, said earlier that coffee and baking are the two categories Nayuki will push hard in the off-season. “Tea enters its off-season from September; when coffee and baking products with very good lineups are introduced in autumn and winter, their performance is relatively better than tea’s.”
2. Breaking boundaries: bold innovation, product-power breakthrough. Behind every hit, each product carries a clear “solution.” The Ice-Brick Americano faces the industry pain point that “iced coffee gets watery as you drink,” with its original coffee ice brick releasing aroma as it melts—one cup through, no drop in strength. The Sparkling Americano wraps coffee’s bitterness in the sweet-sour of small green tangerine and the refreshment of bubbles: it enters like a fruity soda and leaves a coffee finish. The Sunset Orange-Sea fills the “good-looking” slot—Thai tangerine, fresh milk and salted cheese make a four-layer structure, like holding a cup of sunset. By translating the flavor-R&D capability accumulated in tea into coffee, Nayuki is redefining “the imagination space of coffee.”
A set of figures backs the direction’s validity. Peng Xin revealed that about 70% of Nayuki’s coffee sales come from americano-type products, with pure americano volumes very high. “That shows our consumers are a group with a real coffee need.” And Nayuki’s stores are concentrated in tier-1 and new tier-1 cities, with a white-collar clientele—precisely the crowd with the highest concentration of “coffee need.”
3. Combo play: “coffee + baking” synergy. This launch’s Osmanthus Rice-Wine Milk Coffee again ships with a new focaccia—the Multi-Grain Mushroom & Ham Focaccia. The Ice-Brick Americano pairs with a black-truffle golden-egg focaccia; the Sparkling Americano synchronously refreshed focaccia flavors… For the past four months, every coffee launch has had Nayuki’s ovens preheating in sync.
A few years ago, Nayuki rooted itself in refined afternoon tea with “tea + soft European bread.” Shift to breakfast, and the leads become special coffee and focaccia. Nayuki’s brand proposition of “two kinds of beauty,” written for years, finds a natural sequel in the morning.
From “fresh-fruit tea + soft bread” to “coffee + focaccia”
Since its founding, Nayuki set the brand slogan “a good cup of tea, a bite of soft European bread, meeting two kinds of beauty at Nayuki.” On social platforms, users call the “special coffee + focaccia” combo “a meal etched into workers’ breakfast history,” “the god of breakfast,” with some eating it “three times a week.” “A cup of special coffee, a bite of hot-baked focaccia” has become the brand gene of “two kinds of beauty” extending into the breakfast scene.
Today, social platforms have accumulated a large stock of “Nayuki breakfast” pairing guides; some call these combos a “life-support set” or an “8-a.m. power source.” This is roughly the situation Nayuki wants to see. The brand has not laid out a big marketing push, yet quietly infiltrates the beautiful everyday of the breakfast scene with concrete products.
Herein lies Nayuki’s consistent “ambition” for scenario deepening. First, for Nayuki, doing coffee is not a “horizontal addition of categories” but a “vertical deepening of scenarios.” The real intent of Nayuki’s coffee is to let “two kinds of beauty” cover more consumption time slots. In the afternoon-tea slot, “fresh-fruit tea + soft bread” corresponds to leisure, socializing and self-pleasing; in the morning, “coffee + focaccia” corresponds to commuting, efficiency and fullness. From afternoon to morning, “two kinds of beauty” fills more of the day’s scenario gaps.
Second, high-frequency launches are not for “showing off” but to make “two kinds of beauty” a morning habit choice. A new coffee every month, with focaccia refreshed in sync—this repeats the pairing until it becomes an instinct. When the office worker rushes out at 8 a.m., grabbing a cup of special coffee and a bite of hot focaccia is the most natural start to the day.
Source: China Net (China.org.cn).
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