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KFC opened a new cafe COFFii&JOY to sell online celebrity dirty coffee

Published: 2026-04-04 Author: World Gafei

Last Updated: 2026/04/04, Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style) on June 9, the COFFiiJOY Cafe in Shanghai Volkswagen Square opened to welcome guests! It is worth noting that this is the new boutique coffee brand launched by Yum China, the parent company of KFC and Pizza Hut. COFFiiJOY is located on the first two floors of LaiVolkswagen, with a total area of about 30%.

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

On June 9, COFFii&JOY Cafe, located in Shanghai Lai Volkswagen Square, opened to welcome guests! It is worth noting that this is the new boutique coffee brand launched by Yum China, the parent company of KFC and Pizza Hut.

COFFii&JOY is located on the first two floors of LaiVolkswagen, with a total area of about 300 houses and 400 meters. The first floor of the store is a semi-open space, next to a newly renovated KFC; the second floor connects the IMAX hall of Peace Film Capital. The store is designed with blue and white as the main colors, with transparent floor-to-ceiling windows and simple and fashionable wooden tables and chairs, creating a concise texture as a whole.

The overall coffee bar is a circular space, with Italian coffee and cold extract bar on one side, hand-flushing bar on the other side, and coffee bean storage in the middle. There is also an "unmanned shelf" set up by NetEase Yan Xuan and Yum on the second floor of the store, which sells products such as notebooks, LED mirrors and kettles.

COFFii&JOY 's menu is also simple and concise, with a main product line of hand-brewed coffee, siphon coffee, espresso, as well as nitrogen / cold-extracted coffee and non-coffee drinks, including hand-brewed tea, fruit juices and water. In addition, the store also sells durian thousand-layer cakes, croissants, biscuits and so on, but there are not many choices at present. It is worth noting that the store sells the "dirty coffee" that is popular with consumers nowadays-the bottom is filled with mellow iced milk and the top is covered with hot espresso, the two gradually blend into a gradual effect.

Menu (photo source: curiosity Daily)

Dirty coffee (photo source: Wechat official account Shanghai Toutiao)

It can be found that whether it is the store design or the food and beverage sold, COFFii&JOY reveals a strong Nordic style!

According to public data, the global coffee market grew by only 2% in 2017, while China's coffee consumption grew by as much as 15%. Some institutions predict that China's coffee consumption may grow at an annual rate of 30% from 2018 and will exceed trillion yuan by 2025. It can be seen that China's coffee consumption market has a huge space to rise. Yum China obviously wants a piece of the caf é when it opens this time.

However, at present, the competition in the domestic coffee market is very fierce. In addition to the traditional chain coffee shops represented by Starbucks, Man Coffee and Costa, Internet coffee represented by Lian Coffee and Luckin Coffee and Internet celebrity boutique cafes represented by Blue Bottle have also emerged one after another. Whether COFFii&JOY, Yum's boutique coffee brand in China, can be as successful as McDonald's and KFC remains to be seen.

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