Peet’s Coffee has officially launched its new brand, Ora Coffee, with the opening of its first store in Beijing on December 4. Located at the Beijing Fortune Shopping Center, the new store takes over from Seesaw Coffee, which has been closing many of its locations recently.
When asked if Ora Coffee was part of the Peet’s brand, staff members did not directly confirm this, but mentioned that the beans are roasted by Peet’s. However, a company certification on the brand’s ordering app shows that Ora Coffee is registered under “Peet’s Coffee (Shanghai) Co., Ltd.” The store in Beijing is currently the only location for Ora.
The Beijing store is considered a “test store” for Ora Coffee in China. Before its opening, the store offered free drinks and gathered customer feedback. According to staff, Ora Coffee plans to open about 10 more stores in Beijing, depending on customer response. The store emphasizes the freshness of its coffee, with a sign stating, “Every cup of coffee, freshly roasted for 28 days.” It highlights that coffee beans are roasted by Peet’s and the best tasting period for beans is within 28 days of roasting.
Ora Coffee offers two types of coffee: Deep (hazelnut chocolate flavor) and Dawn (floral citrus flavor), with deep and medium roasting options, respectively.
The store aims to provide a more affordable alternative to Peet’s Coffee. While Peet’s generally charges over 30 yuan per person, Ora’s menu is priced between 15 yuan and 25 yuan for coffee, and baked goods like bagels, croissants, and paninis range from 9 yuan to 20 yuan. The store also sells packaged products such as coffee beans and drip coffee. For office workers in the area, Ora offers “coffee + baking” bundles priced between 18.9 yuan and 32.9 yuan, designed to appeal to busy professionals.
In China’s highly competitive coffee chain market, Peet’s Coffee has traditionally kept a low profile in marketing. However, with the launch of Ora Coffee, Peet’s is targeting a broader audience with smaller, more affordable stores while maintaining the premium positioning of its main brand.
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