Chinese coffee chain Cotti Coffee rapidly expands in France with low-price strategy

Cotti Coffee, a Chinese coffee chain established in 2022, is making a swift impact on the French market with its aggressive expansion and low-price strategy. The company, which boasts 18,000 locations globally, launched in Paris in January and has already established or is in the process of opening 29 outlets across France, including in cities like Lyon, Marseille, and Bordeaux.

The chain's minimalist, dark-themed stores aim to differentiate themselves from competitors like Starbucks. Cotti Coffee utilizes a mobile app and a price-cutting approach to build customer loyalty. A key attraction is their introductory offer: three drinks for just 1.99 euros, with espressos priced at an astonishing 0.99 euros.

These remarkably low prices have surprised many, especially tourists frequenting the Parisian locations. The affordability is a significant draw, challenging the established coffee shop market in France, which has seen a proliferation of new entrants in recent years. Cotti Coffee's rapid growth and disruptive pricing suggest a significant challenge to existing players.