How Seesaw Sells 1000 Specialty Coffees a Day

In a specialty coffee scene often defined by small-batch roasters, artisanal techniques, and premium pricing, one brand is quietly selling a thousand coffees a day — at prices most cafés reserve for drip. How does Seesaw pull off 1000 daily specialty coffee sales while others struggle to hit triple digits?

The answer: by pricing drinks between $25–35, opening large 200-square-meter stores in busy malls like Shanghai’s Huaihai Road, and selling over 1000 cups a day without food — outperforming many Starbucks locations in sheer volume.

The 1000-Cup Day: A New Benchmark for Specialty Coffee

Seesaw’s newest location in Shanghai’s Huaihai Road mall — a high-end retail hub that recently welcomed Muji’s largest global flagship — opened to immediate success. On its first day, the nearly 200-square-meter café sold close to 1000 coffees and turned a profit. The same store now routinely sells over 1000 specialty coffees daily, generating nearly $30000 in revenue.

“This location made money on day one,” said Zong Xinkuang, Seesaw’s founder. “We’re serving quality specialty coffee at volume, something most in this space aren’t doing.” That volume far exceeds typical Starbucks outlets and defies the slow-turnover model common among specialty shops.

Why Seesaw Broke the $50 Specialty Coffee Rule

While the specialty coffee industry often prices drinks around $50 RMB (about $7), Seesaw brought its prices down to a consumer-friendly $25–35. Zong openly admits this pricing strategy was influenced by Starbucks, a brand he respects despite its mixed reputation among coffee purists.

“We’ve even sold coffee for 18 RMB before. We don’t compete with other coffee shops. We ask: can customers accept it, and can we run a profitable business? If yes, the price is right. It’s just coffee — it doesn’t need to be expensive,” Zong said.

By aiming for high volume over high margin, Seesaw aligns more with mass-market models. “The market still lacks regular coffee drinkers. Lowering the price point helps us guide more people in. We make less per cup, but it adds up,” he added.

Why Malls, Not Mom-and-Pop Corners

Most specialty cafés open in quiet neighborhoods or industrial zones. Seesaw went the opposite way: large spaces in busy commercial districts. Its Huaihai Road and K11 stores both exceed 200 square meters.

“We used to believe in ‘if you build it, they will come’ and opened three shops in residential areas. They all closed due to poor foot traffic,” Zong recalled. “In most communities, people are at work all day. Without a steady daytime crowd, it’s hard to sustain a business.”

Instead, Seesaw targeted high-traffic malls. The design of the Huaihai Road store reflects deep attention to customer flow and psychology: slightly cramped seating accommodates higher capacity; high stools near the bar encourage interaction with baristas; window-side nooks cater to people-watching; firmer seats near the mall entrance offer quick rest stops for shoppers, improving table turnover.

“You have to design the customer journey from the start. Where are the customers coming from? What do they want? How do they move through the space? These aren’t guesses — they’re decisions,” Zong said. He criticized many independent shops for arranging seating based on the owner’s taste rather than customer behavior.

From Tech to Coffee: A Business-First Founder

Before entering coffee, Zong Xinkuang worked at Dell and didn’t drink coffee. His entry into the industry in 2012 wasn’t born from a love of brewing, but from recognizing a business opportunity in the then-niche specialty coffee market.

“Many people start coffee shops because of passion or personal expression. They want the space to reflect their identity or obsession with equipment. But they often lack solid business skills — and crash hard when facing the market,” Zong said. “Running a café is a business. You have to think like a businessperson first.”

Zong doesn’t let personal taste dictate the brand. “I’m somewhat idealistic, but I keep my personal preferences out of Seesaw. When friends with time and money ask me about opening cafés, I tell them: don’t do it unless you’re building a profitable business.”

Frequently Asked Questions

How many coffees does Seesaw sell per day at its Huaihai Road store?

Seesaw’s Huaihai Road location sells over 1000 specialty coffees daily, generating nearly $30000 in revenue — a volume that surpasses most Starbucks stores and defies the slow-service model typical of many specialty cafés.

What price range does Seesaw charge for specialty coffee?

Seesaw prices its specialty coffee between $25 and $35, significantly lower than the industry norm of around $50. The brand has even previously sold coffee for as low as 18 RMB (about $2.50).

Why did Seesaw choose to open in malls instead of quieter neighborhoods?

Seesaw targets high-footfall commercial areas like Shanghai’s Huaihai Road and K11 malls. The brand found that residential areas lacked the daytime customer base needed to sustain specialty coffee shops, whereas malls provide consistent traffic and visibility.

Does Seesaw serve food alongside coffee?

No, Seesaw does not serve food. The brand focuses solely on coffee, relying on high-volume coffee sales rather than food pairings or added retail to drive revenue.

What was Seesaw’s original inspiration for its pricing strategy?

Seesaw’s pricing was influenced by Starbucks. Founder Zong Xinkuang admires Starbucks’ business model and acknowledges borrowing from its approach to accessible pricing and volume-driven profitability.

How did Seesaw’s founder get into the coffee business?

Zong Xinkuang had no background in coffee or brewing before 2012. He discovered the specialty coffee movement while working at Dell and saw an untapped market opportunity, leading him to co-found Seesaw with his wife.

Recommended FrontStreet Beans for High-Volume Brewing

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