Cotti Coffee Arrives in Belgium with €1 Coffee Cups

Chinese coffee chain Cotti Coffee has launched in Belgium, opening six locations across the country with prices starting at just €0.99 per cup. The aggressive pricing strategy, backed by a franchise model and digital-first operations, is set to disrupt a Belgian coffee market already under pressure from rising costs and shifting consumer habits.

A Rapid Rise from China to the World

Founded in August 2022 by former Luckin Coffee executives Lu Zhengyao and Qian Zhiya, Cotti Coffee has grown at an extraordinary pace. As of April 2026, the chain operates more than 18,000 stores across 28 countries, making it one of the three largest coffee chains globally behind Starbucks and Luckin Coffee, according to Wikipedia.

The company’s origins trace back to the 2020 Luckin Coffee accounting scandal, in which the company admitted to fabricating approximately $310 million in sales. Rather than exiting the industry, Lu and Qian launched Cotti Coffee, applying lessons from Luckin’s rapid expansion model while adopting a fully franchise-based approach.

Six Belgian Locations and Ambitious Targets

Cotti Coffee has opened two stores in Brussels — one in the European Quarter at the foot of the Berlaymont building (EU Commission headquarters) and another near the Grand Place — along with two in Antwerp, one in Ghent, and one in Namur, as reported by RTBF. The chain’s stated target is at least ten outlets in Belgium by the end of 2026, with progressive national coverage.

A representative of Cotti Coffee told L’Echo, as cited by The Brussels Times: “This is just the first step. The chain has big ambitions and plans to expand its network throughout Belgium.”

The chain operates through a franchise model: the Chinese parent company finds locations and finances fit-out, while local franchisees take over operations. This low-barrier-to-entry approach has enabled Cotti’s explosive growth, particularly in China where 16,485 of its stores are located.

How Cotti Undercuts the Competition

Cotti Coffee’s prices range from €0.99 to €4 for hot drinks, significantly undercutting competitors like Starbucks, where drinks typically cost €4 to €6. The company’s philosophy, as stated to Reporter Gourmet, is simple: “A coffee should cost 99 cents.”

The chain achieves these prices through several advantages: centralized supply of beans to Asia’s largest coffee roastery for economies of scale, compact grab-and-go store formats that reduce real estate and staffing costs, and a fully digitalized ordering experience via its mobile app that minimizes in-store labor. Cotti also uses smart applications and robots for store management, according to BRUZZ.

Its product range includes espresso, milk-based drinks, matcha beverages, coconut lattes with mango, and fruit-flavored coffees featuring lychee, apple, orange, grapefruit, and grape. The chain uses 100% Arabica beans sourced from Colombia, Guatemala, and the Arabian Peninsula with a medium-dark roast profile.

A Vulnerable Market Landscape

Cotti Coffee arrives at a strategic moment for the Belgian coffee market. Costa Coffee, owned by Coca-Cola with 4,000 stores worldwide, has abandoned its Belgian expansion plans and closed its Liège store. Starbucks, the American giant with 40,000 global outlets including 33 in Belgium, has seen its stock price drop 30% since early 2025, with margins under pressure.

As RTBF’s analysis notes, the traditional “third place” model — the coffee shop as a comfortable space between home and office — is losing relevance as ordering migrates to digital platforms. Belgian consumers face sustained pressure on purchasing power, making price an increasingly powerful lever. In China, the combined pressure from Cotti and Luckin has even forced Starbucks to lower its prices for the first time in its history.

Broader Implications and Open Questions

Cotti’s expansion is part of a larger wave of Chinese consumer brands going global. The company is also investing directly in African coffee supply chains, reflecting China’s broader strategic effort to secure agricultural resources. African coffee exports to China surged over 70% in the first quarter of 2025.

However, questions remain about the sustainability of Cotti’s ultra-low-cost model. The chain’s decision to suspend franchise applications in major Chinese cities from March 2026 — shifting focus to flagship stores — suggests recognition that the pure volume model may need refinement.

Key uncertainties include whether Belgian consumers, known for being discerning about coffee quality, will embrace the low-cost model, and how established competitors will respond. For independent Belgian cafés, the challenge is acute: they face pressure on both price and convenience, though they may retain customers who value quality, atmosphere, and local character.

What to Watch For

Cotti Coffee has demonstrated that its model works at scale in China and other Asian markets. Its European offensive — now spanning Germany, France, the UK, Italy, the Netherlands, and Belgium — will be the true test of whether the Chinese coffee revolution can take root in a continent with deeply entrenched coffee traditions. The answer may reshape not just Belgium’s coffee market, but the broader European coffee culture for years to come.