Luckin Coffee has been made public on Nasdaq. Positioning itself as the rival to Starbucks in China, it offers less expensive coffee and a more tech-savvy way to order with locally-inspired flavours. As people's expectations of service become increasingly high, Luckin's strategy caters to new demands.

The US coffee market has seen a 3.8% growth in 2018. Americans' preference for artisan cups of Joe has been termed the "fifth wave business of coffee" – the practice of appreciating not just the product, but the quality of brand behind it, driven by more moderate drinking habits.

With 27% claiming they ‘cannot survive’ without it and 75% having at least one cup daily, it’s fair to say that Australians love their coffee, leading many to seek the highest quality and most consistent brew to suit their complex flavour profiles. How have they become such discerning drinkers?

As Australians become more aware of the impact that plastic waste has on the environment, they’re looking for ways to make a difference. Viva la Cup, a reusable coffee cup network, is taking action on the problem of single-use cups – but how can it address the value-action gap among consumers?