Ediya Increases Default Drink Size to 18 oz as ‘Value-for-Money’ Strategy
Creatrip Team
3 months ago
Ediya Coffee, known for budget-friendly prices, raised the default size of all drinks to 18 ounces (532 ml), expanding average serving volume by about 28.6% and adding extra (EX) sizes of 22–23 oz. The change affects 31 menu items with an average price rise of 297 KRW, but Ediya says the price per ml fell by about 16%. The move aims to respond to high inflation and growing consumer preference for large portions driven by ultra-low-cost rivals like Mega Coffee, Compose Coffee, and Paik’s Coffee, which promote extra-large sizes at lower prices. While Ediya still undercuts premium chains (e.g., Starbucks), it faces pressure to match the aggressive capacity and price positioning of these low-cost competitors; the company is also expanding and adjusting menu offerings (including seasonal and matcha items) to differentiate on product variety and quality.
