Six principles of Starbucks Cafe location are shared with you.

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

After selecting the business district, Starbucks will measure the flow of people, determine the main flow lines, select the gathering point, and use the location not far apart as the location of the store.

First, layout, and then site selection.

"I often get phone calls saying, 'hurry up and open a shop with us. I'm sure you'll make money'." Gong Ming said that whenever he received such an invitation, he was very tangled in his heart. He was not willing to dampen the enthusiasm of the other side, but he could not explain Starbucks' location strategy to the other side in one or two sentences. "Starbucks' development in China is first through layout, and then site selection." Gong Ming said.

Layout: expanding from first-tier cities to second-and third-tier cities

According to the geographical and economic factors of the city, we divide the Chinese market into five levels (not exactly the same as the administrative level in China). First of all, first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, when Starbucks has a certain influence and popularity in China, and then expand to second-and third-tier cities through good brand image and word-of-mouth.

Tactics: determine the city first and then the area

When Starbucks chooses whether a city can enter or not, it should consider several aspects:

1. Starbucks targets high-and middle-income people with higher education, so it will analyze the population before determining whether it can enter.

2. After confirming that you can enter, the whole city will be divided into several areas according to the planning and geographical characteristics of the city, which is called the mini market within Starbucks. In each mini market, Starbucks will be further subdivided into several business circles; divided into several functional areas, Starbucks will select sites according to the order of priority.

Second, use the six principles to select specific stores

1. The principle of flow of people: find the gathering point.

It is possible to be selected only if the flow of people reaches a certain number. After selecting the business district, Starbucks will measure the flow of people, determine the main flow lines, select the gathering point, and use the location not far apart as the location of the store. Because on the main flow line of the flow of people, it means that the flow of people passing through per unit time is the largest; in the position of the gathering point, it means that the crowd gathers here to make a full stop.

2. Target market principle: target high-and middle-income people with higher education

Starbucks is positioned as middle-and high-income people who pursue taste and fashion, with a comprehensive age range of about 16 to 45 years old. Only if the consumption strength and awareness of the consumer groups in a region are in line with Starbucks' positioning, will Starbucks conduct further investigation according to the above list.

3. Visibility principle: the storefront is the best signboard

Whether consumers can see the stores at a glance on the street is very important to the profit growth point. Although Starbucks currently has high brand awareness, the competition in the coffee industry is very fierce. In order to maintain this advantage, the display of the brand is very important, and good visibility is a strong display of the brand.

4. Principle of convenience: transportation must be convenient.

The convenience of transportation and the accessibility of store sites are important conditions for consumers to choose. The number of parking spaces, the radiation area of the business area and the number of parking spaces in the radiation area are the issues that every catering enterprise should consider. The purpose of this consideration is to increase the rate of guests entering the restaurant.

5. economic principle: we will not do the thing of opening a store in a city.

At present, we have opened stores in Chengdu and Mianyang, Sichuan, and the relevant leaders of Leshan and Emei Mountain have called to invite me to open a store. I asked the other party: how many stores should I open? The other party said: open a store absolutely make money, but 2-3 dare not guarantee.

But in my opinion, opening a store can guarantee high sales, but it can't guarantee to make money! The reason is very simple, because the logistics cost of many products is very high, especially the pastry, all seamless docking under the condition of minus 18 degrees. Although the sales of single stores are high, the operating costs are also very high, so after we open our first store in Lijiang in September this year, we will open 2-3 more stores as soon as possible this year to reduce logistics costs by increasing the number of stores.

6. the principle of stability: mature supporting norms are needed in the business circle.

Choose areas with mature economic development and good business volume. The year before last, through the investment attraction of the Hefei municipal government, we opened a local store with a very good volume of business. But from the third year, due to the change of leadership and the re-planning and transformation of the city, the subway will be built near the storefront, surrounded by construction sites, and customers can only enter the store through the aisle. As the government project will take five years to complete, the Starbucks has become the only Starbucks store in China to operate at a short-term loss, and Starbucks headquarters at one point considered whether to close the store.

"if we enter this business circle 2-3 years later, we may be able to avoid this problem. It doesn't matter if the rent is a little higher. Planning should be taken into account." Although the ancient city of Dayan in Lijiang has a large passenger flow, many houses in it do not have a property certificate and fire protection plans are not in line with the regulations, so Starbucks can only give up.

Third, do not join, the rent is tied up with the interests of the landlord

Gong Ming revealed that the most daily phone calls are to ask whether to join or not. He said that Starbucks has always adhered to the direct marketing approach and does not consider joining. In addition, all Starbucks stores are leased, and Starbucks usually signs contracts for a minimum of 10 years in order to reduce rental costs.

In Beijing, Shanghai and other developed places, including Kunming Airport, due to the strong owners, Starbucks signed a "52nd" lease, that is, priority lease to Starbucks in the second five years, and the rent will be discussed. In terms of rent, Starbucks does not have a fixed rent, but a commission on sales, that is, selling a cup of coffee to the landlord for a certain amount.

Related readings:

Is Starbucks going to sell food? Launch 38 meals in one breath

Why should Starbucks increase the proportion of meals? What is the deep meaning behind this?

01 sudden change of painting style, Starbucks wants to sell spaghetti!

Just last Wednesday, Starbucks officially invited Neisanjun to breakfast.

Of course, it's not just the inner ginseng. All consumers in the central and western regions, such as Hubei, Hunan, Shaanxi and Henan, where the first batch of meals are open, were invited. In the morning of the day, buy any drink and Starbucks will give you a kind of bread called "Crispy Cosmopolitan".

The upgraded crisps can be praised.

Attentive customers who walked into Starbucks on this day were surprised to find-- this is exactly what Starbucks would like to see-- wow, there are so many delicious foods in the pastry cabinet!

Starbucks really held back a big move this time: the project, known as "fresh Food", launched 38 meals in one breath.

"if you don't repeat it, you can eat it for more than a month!" There are little girls around me laughing foolishly.

Neishenjun carefully observed the new faces in the window and found that the price was well-regulated, ranging from 15 yuan to 32 yuan. The 38 new products have three main identities:

Some "familiar strangers" of ①, such as fragrant Cosun, can be seen by the name that it is upgraded from the previous French ode.

②, of course, several pastries, such as the classic almond kernel and white chocolate, have also been reserved.

③ brand new products: beef and potato pie, tomato bacon butterfly spaghetti, chicken mushroom pie, green vegetable Panino, chicken Panino, up to cheese ham star Meiji, layers of beef baguette, lightning puffs and so on.

In addition to pastry, one of the 38 meals has attracted a lot of attention, and spaghetti is usually regarded as the representative food of a curry restaurant, so what's the difference between Starbucks and a curry restaurant?

02 what about "get sandwiches out of Starbucks"?

The reason why Starbucks launched meals is not difficult to understand. Cafes all over the world know that increasing the choice of meals in addition to drinks is not only an effective way to magnify the marginal benefits, but also an effective way for customers to stay in cafes for longer.

This may also be what Starbucks wants to see, and a longer stay will increase the chances of communicating with customers.

But there is a classic paradox in the coffee industry: once you eat more, your coffee brand can easily become synonymous with "low style" in the minds of customers. This is why some independent cafes in China would rather earn less than increase their meals.

What is the soul of a cafe?

Moreover, founder Howard Schultz also believes that coffee aroma is the soul of a cafe. He once shouted angrily "Let the sandwich get out of Starbucks" because the strong smell of heated cheese obscured the aroma of coffee.

Starbucks has even set up a "fragrance task force" for the smell of cafes, experimenting with different ovens, cleaning ovens more frequently, limiting heating time, and even requiring manufacturers to redesign the vents of the ovens to ensure the aroma of coffee.

So why increase the proportion of meals now? Many star fans feel very confused.

03 does Starbucks want to maintain the tonality of a cafe?

However, the inner ginseng is sober. Neishanjun found that, despite the increase in the proportion of food, Starbucks clearly does not want to turn itself into a restaurant-at least, the name of the food will never be seen on the menu behind the bar.

Even the spaghetti is not a traditional shape; it is baked with white cheese cream sauce in a bread bowl and served with a knife and fork instead of chopsticks in a white porcelain square bowl.

You can hardly find the shadow of traditional spaghetti and feel that it is just an innocent passer-by who happens to call the name "spaghetti".

Spaghetti with tomato bacon and butterfly

In fact, although there are as many as 38 meals in one breath, almost all meals, like this spaghetti, are processed in the form of coffee, no matter how they are served, laid out, or eaten.

In addition, Starbucks makes coffee cards for special new foods-or they prefer to say that they are specially designed to go with all kinds of coffee.

For example, the double cheese ham toast with Parker Market baked coffee is full and not greasy, while the crispy grilled chicken and mushroom pie is considered the best meal in the United States or Sumatra.

Moreover, this time the product has also made great efforts in odor control. Even meat is a blend of diced meat stuffing with cheese and seasonings. When Neishenjun experienced in the store, in addition to the faint smell of cheese, the protagonist is still strong aroma of coffee.

So, does Starbucks want to keep the tone of a cafe? Do you already have the answer.

Four mysteries behind the 2004 Starbucks food revolution

It seems that there are four main changes in Starbucks' massive food revolution.

Greater proportion of meals

In terms of quantity alone, the proportion of meals has indeed increased.

Compared with drinks, the marginal benefits of meals are often more considerable. More importantly, it solves the troubles of countless cafes: customers leave as soon as it's time for dinner.

A stronger sense of existence

Meals are no longer inconspicuous gadgets in Starbucks pastry cabinets.

In order to attract the attention of consumers, Starbucks has adopted a three-dimensional display, using high and low pallets to hold 38 products. With such a large lineup and movements, it is difficult for consumers to ignore its new changes.

More salty products

Starbucks launched seven salty foods at a time, which is seen as a tribute to the "Chinese stomach". Because for most Chinese stomachs, salty taste is obviously more likely to provide a sense of fullness. In addition, many meals such as double cheese, ham and toast are actually so full that even boys can have enough to eat.

In fact, salty food is indeed very popular. In previous media reviews, the most popular spaghetti with tomato, bacon and butterfly, and the beef and potato pie with the most potential for online celebrities, all came from the salty flavor system.

It looks more advanced.

In addition to the cool name, Starbucks food ingredients are more advanced. For example, after the upgrade, Starbucks' official statement is: using the highest grade French AOP butter, using professional pastry technology to make 16 layers of beehive heart.

In addition, the barista introduced to Neisenjun a variety of rejuvenated food recipes, including cheese in New Zealand, Erdem in Switzerland and many other kinds.

Just recently, Starbucks announced that it has invested in Princi, a well-known Italian baking brand, and will offer it at the Shanghai Bakery, which opens next year-in addition to a copper stove for baking coffee beans and a large stove for baking Italian bread. At the very least, the live experience is much more advanced.

| | Summary | it's all about coffee. |

The purpose of the food revolution is to retain customers who come because of coffee.

The changes in these four aspects, whether it is food, sense of existence, or more advanced experience, are all adding points to coffee.

Because with the upsurge of boutique coffee, consumers are becoming more and more picky about the environment and products of cafes. Starbucks also launched meals to better capture the market.

But Starbucks also knows that keeping the tone and preventing the cafe from becoming a restaurant is a top priority of the food revolution.

For now at least, Starbucks has succeeded in setting an example: no matter how cross the border, coffee is always the core product for a cafe to grab the minds of customers, not anything else.