RTD coffee is getting worse, is this a threat or is it just gonna get used to the cafe?

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the RTD global coffee market is already $25.5 billion in 2022 and projected to grow CAGR 7.9%. The minimarket is full of RTD options from various brands, including the artisanal and the "specialty."

What I'm confused about: if customer can get a decent coffee in the mine at 10-20rb, why would they go to the cafe for 40-60rb? Is the RTD a competition or a different segment that doesn't overlap?

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different occasion, not direct competitors. RTD is for "need caffeine fast on the road." The cafe is for "want to sit, work, or hang out." The motivation was different so the segment didn't overlap.

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but make the cafe come back with a mostly "good coffee + away," there's a real overlap. If the RTD is good enough, why does the bottle go to the cafe?

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this is what makes the cafe need more than good coffee. Experience, wifi, seating, community. RTD can't replace it.

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some of their own version of RTD has been launched. Interested move because it can fit into a much wider distribution channel than a physical cafe.

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Cold brew in bottle sold by local cafe was also an additional stream revenue from the scale of espresso-based drinks. margins per unit are smaller but the volume could be much bigger.

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quality gap between RTD and fresh- brewed still exists, but it's narrowing down. Three or five years from now, if it's too small, it's an existential question for the cafe.

RTD coffee is getting worse, is this a threat or is it just gonna get used to the cafe?

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