How Manabeans Cafe Makes Money Selling Lifestyle, Not Just Coffee

In the bustling streets of Tianhebei, Guangzhou, families gather inside Manabeans Cafe—not for a quick espresso, but to sit around oversized tables, chat, and eat muffins. Unlike the functional, fast-paced Starbucks model, this Korean-founded chain has built a business around comfort, time, and a different kind of coffee experience. What’s their secret to staying full—and profitable?

Manabeans Cafe’s 36 locations are all currently profitable. Each store averages a 200 RMB (approx. $30,000–$40,000 USD) upfront investment, with half breaking even within a year and the rest within two. Their edge? High-margin food, unique design, and a broader customer base beyond coffee drinkers alone.

More Than a Cup: Why Manabeans Sells an Experience

The founder, Shin Ja-sang, previously ran a Korean restaurant in Beijing called ‘Love Mountain.’ His pivot to coffee wasn’t about brewing better espresso—it was about creating space. After experiencing the relaxed, multi-use seating at Shanghai’s UBC Coffee, he saw an opportunity: people wanted places to linger, not just places to sip.

Manabeans doesn’t mimic the minimalist, industrial aesthetic of Starbucks or Costa. Instead, it leans into a curated “natural and romantic” vibe. The brand mixes furniture styles—foldable wooden chairs, high-backed French armchairs, American western-style soft seats, and log bar stools—all under exposed brick walls and real indoor trees. The goal isn’t trendiness, but a sense of comfort and authenticity.

Most importantly, the cafes are large: 400–500 square meters, with some tables as big as single beds. This accommodates whole families, not just individuals or duos. And unlike Starbucks, where you stand in line, at Manabeans you’re given a stuffed bear while you wait for your food to be served at your seat.

Food First: How High-Margin Items Boost the Bottom Line

Coffee at Manabeans is priced similarly to Starbucks, but the real profit driver is food. A chocolate muffin sells for 38, and a sandwich for 35—significantly lifting the average transaction value. The food is made in-store, not pre-packaged, which Shin Ja-sang says customers prefer for freshness.

This approach attracts a wider demographic than typical coffee chains. On weekends, the cafes fill with elderly visitors, parents, and children—a rare sight in standard coffee shop environments focused solely on young professionals or remote workers.

Fast Growth Without Burning Out: How Manabeans Stays Profitable While Expanding

Since opening its first Beijing location two years ago, Manabeans has expanded to 36 stores—and over 60 including those under construction. Despite rapid growth, every current location is profitable. The brand keeps costs and quality in check through a hybrid ownership model: Manabeans holds 25–35% equity in each store, with partners owning 65–75%. These partners often come from real estate, retail, or logistics backgrounds, helping secure prime locations without heavy capital outlay.

Half of the stores repay their initial investment within 12 months. The brand attributes this to both efficient design and a business model that balances coffee sales with high-margin food and premium rental income through strategic partnerships.

Frequently Asked Questions

How many Manabeans Cafe locations are currently profitable?

As of the report, all 36 operating Manabeans Cafe stores are profitable. Additionally, over 60 locations are in operation or under construction.

What is the average investment required to open a Manabeans Cafe?

Each Manabeans Cafe store requires an initial investment of approximately 200 RMB (around $30,000–$40,000 USD depending on exchange rates at time of opening).

How quickly do Manabeans Cafe stores break even?

Half of the Manabeans Cafe locations break even within one year, and the remaining stores typically become profitable within two years.

What kinds of food does Manabeans Cafe sell, and how does it impact profits?

Manabeans Cafe sells higher-margin items such as chocolate muffins (38) and sandwiches (35). These food items, prepared fresh in-store, significantly raise the average spend per customer compared to coffee-only outlets.

How does Manabeans Cafe differentiate its interior design from Starbucks or Costa?

Manabeans Cafe uses a mix of furniture styles including log bar stools, French armchairs, and western-style soft seats, alongside real indoor trees and red brick walls. Tables are much larger, often seating whole families, unlike the smaller setups at competing chains.

What is the ownership model Manabeans Cafe uses to expand quickly?

Manabeans Cafe operates on a hybrid model, retaining 25–35% equity in each store while partners own 65–75%. These partners often have backgrounds in real estate or retail, aiding in site selection and investment without relying on corporate capital alone.

Recommended FrontStreet Beans for Lounge-Style Cafes

For a cafe like Manabeans that blends coffee with extended seating and a lifestyle experience, FrontStreet Coffee’s Ethiopia Huakui offers bright floral and citrus notes with a juicy body—ideal for sipping slowly. Pair it with the Brazil Queen Manor, a nutty and chocolatey medium roast that appeals to a broad audience, or the Yirgacheffe for a classic fruity profile. All three beans highlight clean processing and balanced cups, perfect for a high-comfort, family-inclusive coffee environment. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.