This cafe doesn't sell light meals and desserts, but why is it so popular?

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

Taiwan's "Didi Coffee" starts from experience, carries out individual product management, and makes use of the convenience of location to create a unique popular store.

How to break through the siege in many coffee shops, attract the attention of consumers, can highlight the unique characteristics is the key to attract customers, that is, gathering power. How does "dripping Coffee" in popular Coffee Shop create a customer gathering force?

Open the market with a single product

The most special thing about this shop is that it only sells coffee on the menu, unlike other cafes, which more or less sell light foods, desserts, or even light meals.

But because it is emphasized here that there is only coffee, we can see that all kinds of coffee beans are displayed in the store, and their production resumes are recorded in detail. Guests can sit in the bar area and listen to the hospitable boss talk about coffee. The store also holds timely activities in conjunction with festivals such as Halloween and Lunar New year, and the location is located near the campus of National Taiwan University, so it attracts many students and young people to come here to taste coffee. Enjoy a leisurely afternoon.

Form differentiation by individual product

Didi Coffee focuses on individual coffee, which seems to be a niche market, but it also breaks through the difference between it and other coffee shops and becomes a feature that attracts coffee lovers. In addition, Didi Coffee also has the advantage of enhancing customer gathering power in terms of location, service and environment.

Drop coffee sells coffee very professionally, individual coffee is extracted with siphon stopper, coffee beans are also roasted on the spot in the store, and a wide variety of raw beans are sold, all with a guarantee of origin. By building the characteristics of your own brand, you can continue to attract specific groups of customers who really want to drink good coffee. This exclusive uniqueness is one of the secrets of creating exclusive customer gathering power.

A good place to do a good shop

The location of the store is the most important. If there is a prime location, it will be half the success first. Because the coffee drop is located near Taiwan University, the main group of customers who come to the store not only have office workers, but also have a student group. Now Didi Coffee has three branches, and the locations also have advantages. For example, on the second floor of National Taiwan University's New Gymnasium, in the Water Park, and at Tamkang University, there are groups of students or tourists gathering, which further confirms that a good location can add a lot of points to the gathering power.

Facade design is very important.

Drop coffee is also very careful in the facade design, a whole piece of floor-to-ceiling glass, can greatly increase the natural light into the house, but also has the effect of expanding indoor space.

Customers can clearly see the people and scenery on the street through the large glass window, and the walls of the store are also embedded with mirrors. even if you sit with your back to the front glass, you can still see the view of the street through reflection. it feels like a cafe in the street.

The consumption environment in the store is also an additional item.

In addition to the glass design, another feature of the environment in the store is the wooden furnishings, which create a warm feeling. For the guests who enjoy the coffee in the store, the comfort of the environment is also the key to whether to spend or not.

The reason why customers will come to the store to spend money is that they feel that the restaurant is delicious, the service quality is good, the price is affordable, or they like the style of the store. Like Didi Coffee, emphasizing the differentiation between itself and the general market, targeting specific customers, focusing on doing what you have to do, successfully building a store's brand image in the minds of customers, coupled with the blessing of a good location, will naturally help to improve customer gathering.

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The first thought: dream = dream?

Opening a coffee shop should be the dream of many people, but most of them can only think about it in their dreams. After all, as we all know, behind all kinds of sentiments, petty bourgeoisie literature, art, fresh rock, outdoor pastoral caf é, there are countless thunder and countless pits, as well as a heavy income statement. I don't have that much ability to take care of everything from beginning to end. We are thirteen executive shareholders, one of whom spent two years painstakingly talking about the current venue, and the other stayed in the store to take care of all kinds of chores. Standing at the starting point of waiting for fun, I want to record a little bit of the process for everyone's entertainment.

Second, think: rent is the last word.

It is said that the rent of the shops along University Road is 12 yuan, 12 yuan per square meter per day. That is, in an area of 100 square meters, the monthly rent is about 40,000. coupled with property, labor, electricity, electricity and coal (this electricity is commercial electricity, which is more expensive than household electricity), the operating cost is about 100000 per month. Cafes are no better than restaurants, the average unit price is no more than 100 yuan, and the overturning rate is very low.

Third, think: a good name is a good start

Our venue used to be called "IPOclub", which is really a bit... The key is that the employer still won't let it change. Of course, it's OK to add a prefix to save the nation, but don't expect to call a Wenqing name like Diaoguang or Maokong. Can you imagine a place called "time Station @ IPOclub"? Of course, a bull is a cow. Who would have thought that he was an e-commerce businessman when he first saw the gathering power of the Orchid Pavilion?

Fourth thought: how many good shareholders do you have?

We are thirteen executive shareholders, 11 men and two women. When it comes to naming, it's completely blown up. All kinds of cow, ghost, snake and god names, strange flowers blossoming, the process is still quite happy, anyway, in the end, either the landlord is crazy, or the boys are crazy, or I am crazy. There are many shareholders and few shareholders, each has its own advantages and disadvantages, which one is suitable for you?

Fifth thought: blooming in May and Lonely Planet

The sixth thought: those certificates

The so-called qualification is to worship all kinds of immortals and invite all kinds of certificates. Business license of industry and commerce, tax registration certificate of national tax and local tax, food hygiene license of health supervision office, fire safety license, health certificate of employees, etc. Every witness has a story. The left hand examines the child, the right hand handles the certificate son, only then understands this world, no one is easy.

Seventh thought: standing on the shoulders of giants

According to a friend, before opening business, he and his two partners used to work in other cafes for a month. It is obvious that we cannot be so diligent and can only learn from others verbally. It can be expected that there will always be some thunder, knowing that it is there, you will still step on it, there will always be some holes, waiting for you to jump, and then climb out to tell others, please make a detour.

The eighth thought: as soon as the chengguan comes out, who will compete with the front?

The sponsor asked in the WeChat group of shareholders, "who knows chengguan?" Deathly silent. You're not an official, you're not rich, you're just a bit of a second. You fly back from JFK,SFO with a shining Wenpin and a dream that others don't understand. You may be lucky to stay in the ivory tower all your life and continue to dream, thinking that you are somebody, or you may not be lucky. When you come out, you fall miserably, and then you find that you are just nobody, and the world is so big that you need to be feared, some to be respected, some to be feared.

Ninth thought: congenital deficiency, shareholders to make up

Crowdfunding seems to have blossomed everywhere in one day. But existence is reasonable. We had eleven men and two women, and none of them had ever done serious catering, so we brought in a shareholder in charge of catering. Designers charge per square meter, but our place is stupid, so we hope that a designer shareholder will fall from the sky and step on the free colorful auspicious clouds to save us.

Tenth thought: say something vulgar

Some people ask the practical question, "how much is it for a game?" The budget is not ready yet. I'm not sure how much it is. But according to gross estimation, it should be enough to buy Chanel Classic Flap, but not enough to buy Hermes Birkin. No matter how beautiful the Chanel is, it can't suppress my strong loser temperament, so I choose not to carry it on my back, but to drive by the side of the road. Just, decoration, catering, promotion, recruitment, finance, have you ever seen such a difficult Chanel?

National Day holiday: the establishment of the clubhouse and the temperament of the canteen

The structural designer is said to be a foreigner, up and down, extending in all directions, with a great sense of space. Several bars quite like the front desk of the company, the small blackboard newspaper on the wall, the curtain of glass beads, and strangely shaped chairs have forcefully created a harmonious atmosphere of the company canteen. At the shareholders' meeting, I couldn't help but clap up and say, "change all these chairs for my sister!" Of course, the premise is that the finance must approve. In addition, the product manager will also say that no matter how ugly the chair is, it can not be used indoors, so you can leave it outside.

Twelve thoughts: there is no boss who is not miserable.

Friends summoned a party tonight, but I, who usually work in Changning, will go to Xiao Yangpu's shop for a meeting in the evening, while he, who is usually mixed with Xiao Yangpu, will go to Jing'an 's store to take care of him in the evening. In most fledgling stores, someone has to work day and night for all kinds of chores, either me or TA. You think that when you go to a cafe, you consume sentiment, but in fact, you are wrong, you are consuming the bitterness of others.

Thirteen thoughts: no matter how good the suggestion is, it has to be feasible.

There are always some friends who love criticism and challenge, like to post Weibo @ me, and then start to complain about our client, the account can not log in, the map is not accurate, and even the merchant attitude is not good and so on. First, I can't write code, second, I can't map, and third, I'm not the founder. I'm ashamed of my love for my fellow villagers. The only thing I can do is apologize. In fact, I also want to book a high-end foreign-style position for our IPO club, and then Tian Luo girl will change her old appearance overnight, but even if I hurry up, I have to take care of the feeling of the horse and the whip.

Fourteen think: let me hear your needs

The first thought of this series of cafes led to calves with the same cafe complex; the ninth led to the furniture supplier Shun Ma and the Chi Wei team that worked as a coffee bean social enterprise in Laos; and fourteen wanted to lead to the coffee shop designer Zhou Meng. Thank you very much! I also have a wish to find an illustrator to collect 108 ideas and 108 illustrations. And then. Call for the dragon.

Fifteen think: in the 21st century, what we lack most is talents.

The Starbucks sister downstairs from her former employer always greets, "work overtime again today, don't work too hard." Although I know it is a model product under strict training, I still feel that it is much fresher than the bad face in the office. Most of the guests who came to the coffee shop did not know who was behind it, so the coffee girl became the facade of the shop.

Sixteen thought: who will buy my coffee?

"one step away from three cities", retail location has always been a knowledge. But we were chosen by the "address". The advantage is that there is no need for us to pinch the clock all over the street to measure the flow of people, nor do we need to study the urban planning drawings to understand the current and future traffic trends, let alone a reasonable battle of wits with the landlord. But the downside is, the mountain did not come to me, I can only go to the mountain.

Seventeen thoughts: iPhone and Lahua

I thought it was very interesting when I first came out with the general guide to install the cavity. Later, there was some aesthetic fatigue, and I always felt that the tide was a little too much. For example, the "Coffee cavity Guide", the female Ber who wears 400-degree myopic lenses like this tone best. They always order a cappuccino, latte or fancy mocha, are far more interested in the flower than the coffee itself, and then take out a printed iPhone and take a few filter art photos and upload them to Instagram. In fact, not many of the guests who come to the cafe are experienced coffee shoppers.

There are so few people who are so particular about the origin and craftsmanship of coffee beans that in most cases it is impossible to keep a coffee shop. We need serious coffee drinkers, ordinary people who are interested in Lahua, and people who are willing to use iPhone to share on instagram,Facebook, Weibo, Wechat and other social media, regardless of whether the TA is real or fake. What life needs is to turn a blind eye, the flower is actually quite beautiful, no matter how it tastes.

Eighteen think: one kilowatt-hour of electricity, a drop of water, when thinking is hard-won

At the shareholders' meeting today, we combed the budget again and found that with our area and a maximum of more than ten meters, the air conditioner would be a bottomless pit. Someone once suggested that the "golden mean" of air-conditioning temperature is a knowledge to make the guests who come in in the summer feel cool all of a sudden, but they will not be so comfortable that they stay in the store for a long time. But in any case, the shop is open, the business needs to be done, and the air conditioner must be turned on, so that guests can not be sweated to live a low-carbon life. The roof and metope are planted with moss and green plants, which can be physically cooled and replaced with hollow glass to reduce heat dissipation. Another shareholder said that he could consider making a water curtain and use the program to control the amount of water out of the water. Energy conservation and emission reduction, building a harmonious ecological environment, accidentally, we are also the main theme.

Nineteen want to: Less is more

Americans with few pursuits have filtered out the complex coffee culture and turned the bitter espresso into Starbucks with a lot of water and milk. they say, don't be too fastidious, almost. The important thing is that we are in harmony and happy together. It turned out to be popular everywhere except that the Italians could not accept it. About, this can be applied to the domestic popular saying, "the winner and loser wins the world."

Twenty think: coffee beans, Nanguosheng

Before my family bought a coffee machine, my whole concept of coffee beans was a cash crop growing in the hot south. Later, when I began to buy beans and brew coffee, I found that the original origin, altitude, and baking methods all determined the different tastes of coffee, and the knowledge was prohibitive. A friend of mine does Strategy & BD in a foreign company and runs a small coffee bean bakery in his spare time, with all kinds of high-end, literature and art.