The payments wars in Japan are heating up and one of the battlegrounds is convenience store coffee.

“Coffee? What does that have to do with payments?” I’m glad you asked.

Convenience stores are low net margin businesses, which sell some high gross margin goods/services but a lot of low ones, and have high fixed costs and a low ticket size. The typical transaction is under 500 yen ($5) and many are about $1.

They need repeat custom.
A few years ago, all of the chains had a good idea for increasing frequency of use: make a minor capital investment in automatic coffee machines. Sell access to them for the price of a cup / ice; customers self-serve with the machine.

The price point is $1 to about $2.
Coffee quickly became one of the most frequently repurchased items at convenience stores, in no small part because it’s the one thing they can sell which is phameceutically habit forming but totally unregulated. (Just telling it like it is.)

But the coffee is not very defensible
The problem, such that it is, is that competing chains are everywhere and *all* of them serve Thoroughly Adequate Coffee at similar prices, so you’re back into the brutal economics of “Who is 3 meters closer to 40 customers at 1 office?”

Enter payment apps.
Payment apps have finally made loyalty points and bulk ticket (回数券) purchases fast enough the convenience stores, which have strict throughout budgets measured in seconds per customer, can offer them across a chain.

And since booze and tobacco can’t meaningfully be used...
Duh duh duh The Coffee Payment War.

Family Mart has a closed loop store value app called Family Pay. It is a barcode based payment and does basically what you expect it to.

It is also a coupon platform, and will sell you an anywhere-in-chain “11 drinks for price of 10.”
The UX of actually redeeming them is a little weird; you have to select the ticket out of your book prior to checking out. But it gives you a great reason to use Family Mart for all your coffee, even if you have to walk 2 minutes longer than a 7/11 closer to your home/office/etc.
7/11 comes at it from a different angle; they gamify coupons. If you buy 10 coffee, you get a coupon for one coffee for free (or equivalent discount).

App tracks progress. 6 more to go!

(I cropped the screen to avoid giving you a barcode that would let anyone snatch my coffee.)
A fun payments wrinkle: one reason chains don’t love coupon books/“buy 10 get 11” historically is that it throws off their internal funds flows if they are franchised. You’d think purchases and redemptions are approximately symmetrical but they are often not.
This tends to “drain cash” from the redemption heavy franchisees, who (because they are in a business of picking up pennies) hate this and complain to corporate over trivial money.

Automating all of this and having funds flow go Corp -> franchisee not F>C>F ameliorated problem.
Think of it as a happy bit of efficiency introduced into the world by computers being utterly not bored by the prospect of tracking 40 million coffees a day in Japan individually, which is A Task even by Japanese logistics standards.
There have, of course, been a lot of presentations in Tokyo with the punchline:

“You know what would make this process even better? ... A blockchain.”

(*sigh* Seriously.)
Fun question left as an exercise to the reader: why does Starbucks have an entirely different offering in the US (and Japan, where it is broadly similar) for their closed-loop stored value?

More from Patrick McKenzie

There are a *lot* of software shops in the world that would far rather have one more technical dependency than they'd like to pay for one of their 20 engineers to become the company's SPOF expert on the joys of e.g. HTTP file uploads, CSV parsing bugs, PDF generation, etc.


Every year at MicroConf I get surprised-not-surprised by the number of people I meet who are running "Does one thing reasonably well, ranks well for it, pulls down a full-time dev salary" out of a fun side project which obviates a frequent 1~5 engineer-day sprint horizontally.

"Who is the prototypical client here?"

A consulting shop delivering a $X00k engagement for an internal system, a SaaS company doing something custom for a large client or internally facing or deeply non-core to their business, etc.

(I feel like many of these businesses are good answers to the "how would you monetize OSS to make it sustainable?" fashion, since they often wrap a core OSS offering in the assorted infrastructure which makes it easily consumable.)

"But don't the customers get subscription fatigue?"

I think subscription fatigue is far more reported by people who are embarrassed to charge money for software than it is experienced by for-profit businesses, who don't seem to have gotten pay-biweekly-for-services fatigue.

More from Finance

1/ I'm thrilled to announce the launch of my new website, a one-stop shop for all the content I'm creating.

There you'll find links to all my podcasts, the TTMYGH newsletter, and other exciting future projects.

2/ In 2020, I reignited my passion for interviewing brilliant people by launching The Grant Williams Podcast in various forms, including The End Game, The Super Terrific Happy Hour, and The Narrative Game.


3/ Starting February 1, I'm taking the bold step of moving these podcasts completely behind a paywall.

For the very affordable price of only $10 a month, listeners can gain access to the Copper Tier of
https://t.co/fxUfH8maI4, which includes all current & future podcasts.


4/ Why am I doing this? First and foremost, I aspire to create VALUABLE content. By definition, if something is priced at $0, it isn’t valuable. The time, effort and creativity that goes into these episodes is substantial. To keep doing them properly, they can no longer be free.

5/ I also strongly believe content creators should be able to make a living creating content. If everything is free, that’s not possible. I never seriously considered accepting outside sponsors – complete integrity is too critical to me.

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