High recognition is the survival rule of boutique cafes. Have you learned it?

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

In the industry, Wei Hannight agrees that boutique coffee is now a wave, the number of people willing to consume and try boutique coffee is increasing, and the chances of survival of boutique cafes are also increasing.

The picture shows Wei Hanye, founder of BerryBeans.

Nearly two years after its opening, BerryBeans has been creating a high degree of recognition of boutique coffee, which is the way for the cafe to survive.

Three elements of boutique coffee: single coffee, espresso with milk, coffee equipment

"making coffee by hand is to train a person's concentration, and it is precisely because a slight deviation can affect the taste, forcing the coffee maker to focus on only one thing."

In Wei Han's view, boutique coffee is a way of life that is not in a hurry.

To be more specific, boutique coffee can be divided into three elements: single coffee, the match of espresso and milk, and coffee equipment.

First of all, there is a wealth of specialty coffee.

Where do the characteristics come from? The main factor comes from the origin of coffee beans.

Especially in the producing areas with microclimate, the so-called microclimate is raining on this side of the mountain, while the sun is shining on the other side of the mountain. In addition, there are sunshine, fog, soil and other factors, which will affect the taste of coffee beans planted in the microclimate.

The taste of coffee produced in microclimate has a high degree of recognition, which is easy to form the symbol of consumers' memory, that is, it is easy to occupy the minds of consumers. For example, a cup of boutique Mantenin, you can taste the taste of winter herbs in coffee, this is the memory symbol of boutique Mantenin.

Therefore, the menu of boutique cafes must not only be items such as Brazil, Colombia, Blue Mountain and Mantenin, but also richer. At the same time, cafes have their own views on the selection of specialty coffee.

This is the difference between boutique cafes and chain coffee brands, and it is also the foundation for boutique cafes to avoid homogenization.

The second is espresso and milk, which taste better.

Espresso is the basis of fancy coffee, and some boutique cafes are equipped with three espresso grinders to grind three different espresso beans. The combination of their varieties, the degree of baking and the degree of grinding are different, so the fancy coffee made from different espresso has three different flavors.

Boutique cafes pursue that fancy coffee can drink sweetness, but this sweetness does not come from sugar. Medium-shallow roasting can highlight the sweetness of coffee beans, but it is still difficult to make fancy coffee sweet. From the selection and roasting of espresso beans to fancy coffee production, it takes a lot of steps, one of which goes wrong. Maybe coffee doesn't have the required sweetness.

To make fancy coffee sweet, the milk used is also more demanding, and it must be fresh milk within 17 days or even 13 days after production.

Due to the high demand of chain coffee brands, it is difficult to achieve a stable supply of this kind of fresh milk, so this is also the difference between boutique cafes and them.

Finally, coffee equipment to ensure stable quality.

In addition to the difference in appearance and design, coffee equipment is mainly the difference in stability when making coffee.

For example, single boiler and sub-master boiler two kinds of coffee machine, single-boiler coffee machine hot water and steam share a steam boiler, mother boiler hot water uses one boiler, steam uses another boiler, does not interfere with each other, so the stability is better than single boiler.

Coffee equipment with good stability can ensure the stability of coffee production during the peak period. However, for general boutique cafes, there are few explosive passenger flows, so there is no need to blindly pursue high-priced coffee equipment, just choose the appropriate coffee equipment according to the actual passenger flow.

More than 30 types of coffee, from research and development to matching, differentiated products to improve the identification of boutique coffee

BerryBeans is responsible for purchasing raw beans by a partner who selects differentiated and shared raw coffee beans from raw bean suppliers for use in cafes.

Wei Hannight loved to develop products when he was at Starbucks, which made his work more interesting and emotional. He feels that the current team has strong product research and development capabilities. BerryBeans has more than 30 types of coffee, including nearly 10 types of individual coffee, and the unique coffee products have formed a high degree of recognition.

BerryBeans designed the "World Tour Handbrew Coffee" package, which provides three kinds of hand-brewed coffee from different producing areas, namely, Columbia Huilan in Latin America, Mantenin in the Asia-Pacific region, and Yega Snow Coffee in the Arab region of Africa. Through the same amount and the same extraction method, consumers can directly compare the taste of the coffee.

The set meal is for two people and will be paired with different tastes of dessert. The aim is to enable consumers interested in boutique coffee to experience different kinds of coffee with their friends.

In addition, BerryBeans incorporates Chinese unique ingredients into the coffee. When making a single iced coffee, first put the ice made from filtered Yega snow coffee in the cup, so as not to destroy the taste of the coffee, pour the extracted coffee into the shaking cup, shake the cup to make the coffee with rich foam, and then pour it into the cup.

Serve iced coffee to consumers with a small cup of homemade yellow sugar water. The combination of yellow sugar water and iced coffee can improve their taste. Honey, which is unique to China, is also used with coffee, such as litchi honey and sun-dried coffee beans to produce a beer flavor.

The unique coffee product makes its customer price more than 60 yuan, with a gross profit margin of about 70%.

Boutique coffee pays attention to the communication and interaction between baristas and consumers and the stability of production.

In the course of service, where is the recognition of boutique coffee? Boutique cafes emphasize the interaction between baristas and consumers in the coffee making process, which is not realistic for coffee chains with much larger customer flows.

The BerryBeans open bar allows consumers to see the barista making hand-brewed coffee at any time. If the consumer orders hand-brewed coffee, the waiter will invite him to taste it at the bar. Consumers can observe the process of hand brewing and communicate with baristas in real time. Baristas will give consumers a corresponding card to introduce the characteristics of the corresponding individual coffee.

For boutique coffee, the role of baristas is not only the maker of the product, but also the disseminator of the knowledge and culture behind the coffee. Because for the consumers of fine coffee, the demand is not only the coffee product itself, but also the coffee culture. The meaning of the so-called coffee is beyond coffee.

At the same time, the production of boutique coffee requires baristas to have the ability to produce stable products. The daily work of baristas is nothing more than the adjustment of water temperature, the thickness of grinding, the gram weight of coffee powder, and the ratio of water to powder, but it is not easy to do well. The most important feature of boutique coffee is that it pays attention to every link of a cup of coffee.

Therefore, BerryBeans pays attention to the training of baristas and the inspection and follow-up during the actual production. Starbucks' stable products have always been respected by people in the industry, and it has established a complete training system and standardized production process. Wei Hanyi, who came out of Starbucks, naturally applied the relevant system to the training of baristas in BerryBeans.

These training will soon be open to the public, including raw bean selection and roasting, coffee making, coffee flower drawing, and store management. For this reason, BerryBeans has made a set of special courseware and detailed flow. According to Wei Hanye's vision, training will be an important profit model in the future.

At present, BerryBeans does not introduce external capital, but there is no pressure to survive.

Chopsticks play thinking that a high degree of recognition makes it the first step to success, ensuring that the cafe can survive. Due to the serious homogenization and poor management, many boutique cafes are facing the dilemma of survival. Although there is an increasing trend in boutique cafes on the whole, the fact that many shops are closed can not be ignored.

Although BerryBeans has been building a high degree of recognition of his own, Wei Hanye is not used to telling people how to run a cafe. In his bones, he is more pure as the owner of a boutique coffee shop.

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If you do this, customers will come to your house to spend money frequently.

The accumulated card of the cafe.

Suppose one day, you meet a friend for coffee. After ordering and paying the bill, the barista hands you a card, saying that you can collect a seal for each cup of coffee you buy. After saving ten seals, you can exchange one cup for free.

You take the card and find that she has stamped two stamps on it-you are already heading for that free cup of coffee.

The progress you have made can be described in two ways: you have walked 20% of the way, or you still have 80% of the way to go. Which statement motivates you more to complete the task?

It turns out that the answer to this question is useful not only for coffee shop owners who want to win loyal customers, but also for anyone who wants to persuade others (and even themselves) to complete the task. (by the way, before you move on, you should know that you have finished reading 1Accord 5 in this article.)

Convince scientific experts Minjung Koo and Ayelet Fishback that people will be more motivated to get things done if they change their focus.

They assume that at the beginning of the task, instead of focusing on the larger proportion of the unfinished parts, it is better to focus on the smaller parts that have been done, because doing so will make people more energetic.