Written by William Janetschek, Co-Founder and COO

Luckin Coffee, China’s largest coffee chain, officially launched its first two U.S. stores on June 30, 2025, opening doors in Greenwich Village and NoMad a move that’s already sending ripples through Manhattan’s ultra-competitive coffee scene. Armed with a budget-friendly cup, Luckin aims to undercut the new Manhattan norm, where your average Joe costs north of $7…

From Beijing to NoMad

Founded in 2017, Luckin Coffee has defied the odds. In just eight short years (the equivalent of a 3^rd grader), it has gone from scrappy startup to a retail powerhouse with 24,097 stores globally, surpassing Starbucks in China along the way. Prioritizing mobile ordering and rapid delivery, Luckin appealed to China’s fast-paced, digital-native consumers, allowing it to scale at unprecedented speed. Luckin is now taking aim at U.S. soil dropping one of it’s first locations at 800 Avenue of the Americas.

What Makes Luckin Different?

Luckin’s NYC debut leans heavily into its mobile-first, frictionless experience. Customers order exclusively through the Luckin app, pay digitally, and receive their drink without ever talking to a barista. It’s a model built for busy professionals who value speed, consistency, and control, three things traditional cafes often lack during the morning rush.

Simple, Quick & Innovative

There’s no cozy fireplace, no attempt at faux-European charm just a sleek counter, no cash registers, and limited seating. The emphasis is clear: get in, grab your coffee, and go. This design isn’t an oversight, it’s a direct reflection of Luckin’s operational efficiency and real estate strategy maximizing throughput in high-rent urban markets.

While Luckin serves standard espresso, cold brews, and matcha, it also caters to more adventurous palates with drinks like the Pineapple Cold Brew and Apple Fizzy Americano beverages that blend fruit and coffee in bold, unexpected ways. These concoctions mirror the experimental, Instagram-forward sensibility of today’s Gen Z and millennial buyers.

Why NoMad?

Luckin’s choice to plant its flag in NoMad is no accident. The neighborhood situated north of Madison Square Park has transformed into one of NYC’s most dynamic, high-energy zones. With a growing density of tech firms, luxury hotels, fast-casual food concepts, and lifestyle brands, NoMad represents a confluence of digital-native consumers, brand-conscious professionals, and trend-savvy foot traffic. For a brand like Luckin laser-focused on app-based adoption and brand visibility in NoMad is a launchpad, not just a location.

Disruptive Ambition

Luckin’s aggressive pricing, digital convenience, and minimalist format signal a new blueprint for how coffee chains can thrive in fast-paced urban markets. With Manhattan as its U.S. proving ground, the question isn’t whether Luckin can compete, it’s how long it will take for the next one to open. NoMad might just be the start, but they’re here to takeover!