Japanese Convenience Stores Compete with Supersized Coffee Offerings

In Japan, convenience stores are expanding their coffee offerings to include larger sizes, a trend known locally as 'Deka Drink,' which translates to 'Massive Drink.' This move has sparked a competition between two major chains, Family Mart and Lawson, as they vie for dominance in the supersized coffee market.

Family Mart's New Offering

Family Mart has launched its LL size coffee, priced at 370 yen (approximately USD 2.50), following the introduction of new coffee machines on June 2. These machines are designed to deliver what the company claims is the best-tasting coffee in its history. The LL size coffee offers a rich aroma and a full-bodied coffee flavor, a result of a blend inspired by the hand-drip brewing technique of Tetsu Kasuya, the 2016 World Brewers Cup winner. Customers can choose from three milk options: Milk Rich, Regular, or Coffee Rich.

Lawson's Established Mega Size

Lawson, which has been offering its Mega Size coffee for some years, prices its Mega Iced Caffè Latte at 390 yen. The drink is known for its smooth, creamy texture, emphasizing the quality of its milk, which has long been a hallmark of the chain. While the coffee aroma is present, the flavor profile leans more towards a milky latte experience.

Consumer Preferences

Each chain offers distinct flavor profiles to appeal to different consumer tastes. Family Mart's coffee is ideal for those who enjoy a more pronounced coffee flavor and aroma, whereas Lawson caters to consumers who prefer a creamier, milk-forward drink.

Despite the competition, both chains provide options to suit varying consumer moods, and 7-Eleven, another major player, also offers quality coffee, although it has not yet joined the deka drink trend.