On 3 January, Cotti Coffee has announced its plan to deploy coffee-making robots in its new stores. The move is intended to enhance Cotti’s customer experience and optimize its cost structure through a new operational model that involves collaboration between store staff and robots.
According to latest report, stores transitioning to the new human-robot collaborative model will incorporate 3 types of supervised and unsupervised robots for ingredients, tea- and coffee-making, and serving respectively. This arrangement will also apply to Cotti’s affiliated brands, including Tea Cat, its new tea brand, announced on the same day. Tea Cat’s first store is set to open in Beijing’s Hopson One in January this year, serving wellness-focused new-style tea varieties.
The robots feature mechanical arms and shakers which can be deployed to prepare beverages. Cotti franchisees, responsible for equipment purchases, is keen to understand how this new arrangement will benefit their business.
The idea of implementing robots is not new. Cotti’s competitor, Luckin earlier experimented with the use of robots, however the high cost as well as operational issues have prevented wider implementation of these robots at its stores.
Cotti has to manage this publicity stunt carefully as its brand credibility is recently under the spotlight. Recently, there have been frequent reports of it facing supply chain issues related to product quality control, erratic delivery schedules, and ingredient and material shortages, among others. It is difficult to see how this new strategy of introducing coffee-making robots will resolve any of these pain points.
