Why Doesn't Luckin Coffee Have Manual Ordering Service? Can You Only Order Through Mobile App?

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An Elderly Customer's Predicament at Luckin

Recently, a netizen shared a story about an elderly customer who encountered difficulties at a Luckin Coffee shop due to unfamiliarity with mobile ordering.

The post described how the elderly gentleman noticed several cups of coffee in the pickup area and wanted to purchase one. After the staff informed him that he needed to scan a QR code with his phone to place an order, they turned away to continue making drinks.

The elderly gentleman wandered around for some time, clearly unsure how to place an order. He eventually asked about the price of coffee, hoping to purchase a cup. At this point, another staff member explained there were different price options. After the customer made his selection, the staff member took out a phone to place the order for him.

Digital Divide Sparks Discussion

Regarding this incident, the netizen commented that drinking coffee might not be a daily routine in third and fourth-tier cities, and despite Luckin having several locations there, all require mobile ordering with no counter ordering option. This led to the puzzled question: "Does Luckin really not have counter ordering?"

Once posted, the story immediately sparked widespread discussion among netizens. Many expressed that mobile ordering can be quite troublesome! Sometimes when network connectivity is poor, the page takes forever to load. When customers seek assistance from staff, they're often ignored as employees are busy making drinks.

Other netizens shared similar experiences, having witnessed elderly customers struggling with the ordering process while staff failed to provide timely assistance, ultimately requiring other customers to help place their orders.

As a result, an increasing number of netizens have been requesting in the comment sections of Luckin's other posts that the company add manual ordering services.

The Business Logic Behind Digital-Only Ordering

WeChat has changed people's social and lifestyle habits. E-commerce platforms have transformed shopping behaviors. Food delivery platforms have altered dining patterns. And Luckin Coffee has changed how people order their beverages.

Reflecting on this, Luckin Coffee has indeed never offered manual ordering options. Despite consumer dissatisfaction with this approach, Luckin has consistently maintained its digital-only policy because the underlying benefits are quite compelling.

Luckin's ability to maintain such low product prices stems from their business model: small stores, minimal staff, and high efficiency. If they needed to designate additional staff for taking orders, they would require dedicated personnel, meaning existing employees couldn't operate at maximum efficiency.

While this approach sacrifices certain aspects of customer service, it significantly reduces labor costs and increases operational efficiency for the brand. It allows staff to save time on communication and focus solely on high-efficiency product preparation. For consumers, this model results in faster pickup times and more affordable coffee prices.

Trade-offs and Future Considerations

This situation presents both advantages and disadvantages. Although an increasing number of consumers have adopted digital payment methods, adapting all consumers to this purchasing habit remains challenging. However, this approach has also enabled more competitive pricing, allowing more consumers to accept and learn about coffee.

Regarding similar incidents, the criticism Luckin receives from netizens often stems more from individual employees' attitudes when handling situations and the company's neglect in employee training.

Several Luckin insiders have indicated that employees can actually use their phones to help customers place orders, which should be considered part of their responsibilities, though this doesn't apply promotional discounts. However, most employees are still willing to assist with ordering if customers accept these terms.

Image source: Xiaohongshu

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