Manner Coffee's Brand Maners Coffee to Open Stores in Hong Kong

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Manner Coffee Reportedly Expanding to Hong Kong

Yesterday, media reports indicated that Manner Coffee will be opening stores in Hong Kong. This information comes from users on social platforms who posted photos of a Maners Coffee barricade at the World Trade Center in Causeway Bay, Hong Kong.

From the photos posted by the user, the store appears to be under renovation, but the barricade displays the words "Maners coffee originated from Manner," which translates to: Maners Coffee originates from Manner. Besides the slight modification to the name, its logo is identical to Manner's.

Below the barricade, it also states "Hong Kong, we're coming," and the coffee pattern used on the curtain is the same cup that appears on Manner's mainland China store posters.

It remains unclear what caused Manner to use the name "Maners Coffee" instead of "Manner Coffee" when entering Hong Kong. As of now, Maners officials have not disclosed any information about opening stores in Hong Kong. When contacted by Jiemian News, they have not yet made any relevant response. However, if successful, Manner will become the first mainland coffee brand to open in Hong Kong.

About Manner Coffee

Manner Coffee is a direct-operated coffee chain established in 2015, belonging to Shanghai Yinhe Industrial Co., Ltd. The founders are the couple Han Yulong and Lu Jianxia. It represents emerging Chinese coffee brands, positioning itself as specialty coffee with prices ranging from 15-20 yuan, approximately 50% lower than Starbucks. Store locations are primarily near office buildings, mainly providing customers with coffee, tea, juice, and desserts.

Among their coffee series, besides basic items on the standard menu such as espresso and Americano, as well as various products like latte, flat white, cappuccino, and pour-over coffee, Manner Coffee also offers secret menu items, Uji matcha series, selected pour-over coffee, and roasted coffee beans.

Manner also has MANNER LIFE series brand products, including pour-over kettles, travel coffee cups, portable coffee packs, premium raw beans, oat milk, and other peripheral products, forming a complete industrial chain. Manner has consistently treated environmental protection as its social responsibility. The coffee chain has a special promotion method: "each customer who brings a non-disposable cup to enjoy coffee in-store can receive a 5 yuan discount," aiming to contribute to environmental protection together with customers.

Manner Coffee has developed from a small 2-square-meter window coffee shop on Nanyang Road in Shanghai to its current impressive scale. It has witnessed the vigorous development of China's coffee culture, consistently entering the coffee market with small-footprint, light-investment stores. According to data from Zhaimen Catering, as of now, Manner Coffee has opened a total of 538 stores across the country in Shanghai, Beijing, Shenzhen, Chengdu, Suzhou, Chongqing, Hangzhou, and other cities, with Shanghai being the city with the highest concentration of these coffee shops.

Coffee Industry Growth and Competition

In the past two years, domestic coffee brands have rapidly emerged, with many domestic brands such as Manner, Seesaw, and Saturnbird appearing. The entire industry's competition has become increasingly fierce. Against the backdrop of the booming domestic coffee market, specialty coffee brand Manner Coffee has long been targeted by capital, having received support from major institutions such as Capital Today, Temasek, Meituan Longzhu, and ByteDance.

This year, with the push from capital, Manner has also pressed the fast-forward button on expansion. In March, Manner Coffee published a post on its official account titled "Ten Cities Nationwide, 200+ New Stores Open Simultaneously, Three Days of Free Coffee." Before the new stores opened, consumers could get a free coffee by bringing their own cups. While this might not be surprising—this has been Manner's consistent opening promotion strategy—the scale of this store opening has certainly made waves throughout the coffee industry.

Looking at today's coffee market in terms of the number of brand stores, the top three are Starbucks, Luckin Coffee, followed by Manner. Now Manner needs to continue accelerating, as there is still a considerable distance to close with Starbucks and Luckin Coffee, which currently both have over 6,000 stores.

Challenges in the Hong Kong Market

From the British colonial period to being influenced by Japan's specialty coffee wave, Hong Kong has always been a city rich in coffee culture. As Manner Coffee, which has thrived in the Chinese market, expands to Hong Kong, it will face new environments and new players in this new market. Perhaps it will need to adjust its approach. Whether it can achieve the same success as in mainland China remains to be seen.

Image source: Internet

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