'Coffee for 480,000 Won'... Where Is the Coffee Shop as Expensive as a Month's Food Expenses?

'Hermes of the Coffee World' Basha Coffee 480,000 KRW
Consumers Consider Appropriate Price 2,635 KRW
Franchise Coffee Bean Highest and Lowest Cafe Bombom

Consumers perceive the prices of coffee and beverages sold at coffee specialty stores as expensive.

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Recently, the Korea Consumer Agency conducted a survey of 1,000 consumers and found that 7 out of 10 people (73.5%) responded that the prices of 'coffee and beverages sold at coffee specialty stores are expensive.' The average reasonable prices perceived by regular office workers were ▲Americano 2,635 KRW ▲Cafe Latte 3,323 KRW ▲Caramel Macchiato 3,564 KRW ▲Tea 2,983 KRW.

However, the average price of 25 coffee franchises showed that an Americano costs 3,001 KRW on average, which is 13.9% more expensive than the expected price. Cafe Latte was 3,978 KRW, 19.7% higher; Caramel Macchiato was 4,717 KRW, 32.4% higher; and Tea was 3,555 KRW, 19.2% higher, respectively.

Prices also varied greatly by franchise. Based on the same volume of Americano, Coffee Bean was the most expensive at 5,000 KRW. Following were ▲Paul Bassett 4,700 KRW ▲Starbucks, Pascucci, Angel-in-us, Twosome Place, Hollys, Droptop, Cafe Bene, etc., at 4,500 KRW ▲and six low-priced brands including Mega MGC Coffee, Compose Coffee, and Paik’s Coffee at around 1,500 KRW. The cheapest place was Cafe Bombom, where an Americano costs 1,300 KRW, which is 3,700 KRW cheaper compared to the most expensive franchise, Coffee Bean.

The Consumer Agency explained, "In some stores, prices are 1,335 KRW cheaper than the reasonable price expected by consumers. On the other hand, some places are up to 3,336 KRW more expensive, showing a significant gap between companies. It seems necessary to establish standards."

Meanwhile, including the recently opened Vasha Coffee Cheongdam flagship store in Korea, Vasha Coffee, known as the 'Hermes of the coffee world,' is the most expensive at 480,000 KRW.

Among coffee specialty stores currently operating smart order apps, six companies?Pascucci, Ediya Coffee, Paik’s Coffee, Coffee Bean, Compose Coffee, and Tom N Toms?have an order cancellation function. Fifteen stores, including Starbucks, Twosome Place, Mega MGC Coffee, and Hollys, currently do not have a cancellation function. This means that if a customer mistakenly orders from the wrong store, they may lose the cost of the coffee. The Consumer Agency stated, "Eleven companies, including Starbucks and Twosome Place, responded that they plan to introduce order cancellation or modification functions in their smart order apps. Four companies?Angel-in-us, The Liter, Cafe Bombom, and Cafe Gate?did not respond regarding improvements."