Starbucks Coffee Culture: what are the secrets of human desires in Starbucks?

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Starbucks, founded in 1971, is the world's largest coffee chain, with nearly 21300 stores worldwide in North America, South America, Europe, the Middle East and the Pacific. What are the secrets of human desire hidden in the world's most successful coffee shop? Summarize as shown below, slowly say below.

1. Cup volume + pricing

Product function point: add 1/3 of the quantity, but the price only adds 3 yuan

Human Desire: Cheapness (People often amplify their needs in the face of low prices)

Many people have encountered such entanglement in Starbucks, increase the amount of 1/3 but the price is only 3 yuan more, at this time cheap psychology in the mind flash, that to a large cup or super large cup bar. Many people think that they are rational when making such a choice, but almost everyone forgets whether they can drink so much, and "rationally" blindly chooses the large cup type because they feel it is cost-effective. In fact, the final result is that many people do not drink and throw away, in fact, resulting in greater waste.

2. Price

Product function point: Asia-Pacific region (especially China) prices are higher than the United States

Human Desire: Sense of Achievement

Coffee in China is not a civilian drink, but printed with strong big city, white-collar imprint, so compared with the United States, Starbucks image in China appears "high-end" a lot.

As we all know, Asia is the richest in what-the answer is "people"! A senior executive in the media report said that Starbucks products are priced more considering the retail space of the products and consumer expectations."From the feedback from stores in the Asia-Pacific region, the most complained is the problem of people rather than the price problem." Customers are willing to pay a little more to have fewer people in the store."

3, the material of the cup

Product function point: mug replaced by paper cup

Human Desire: Freedom/Doing What You Want

Many people have encountered such a situation at Starbucks. They bought coffee and sat down, but it was time to leave, and then they didn't finish the coffee...

In addition, Starbucks stores are mostly located in office buildings, shopping centers, airport stores, etc., with large traffic and mobility. Most customers need to take out (some can't finish drinking in the store and want to take out while drinking; some customers need to take out directly). Starbucks employees introduced that 80% to 90% of customers in some stores need to take out.

If you use mugs, you don't make flexible decisions. Instead, with paper cups, customers can decide whether to sit down or take away at any time.

4. Mugs

Product function point: Limited edition/commemorative edition mug

The desire to own (desire to own something of special value, desire to keep up with trends).

The use of paper cups has also brought Starbucks another source of business-souvenir cups are now another source of revenue for Starbucks, mugs are instead placed on shelves, and Starbucks regularly introduces themed cups and city cups to encourage you to buy them home. "There's a 2 yuan discount for Starbucks 'own cups." These people who like to hunt strange and want to catch up with trends stimulate their "desire to own".

5. Design of tables and chairs

Product function point: tables and chairs are not too comfortable, but also slightly loose

Human Desire: The Pursuit of Comfort

In Starbucks stores, high stools and hard wooden stools are standard, even if there is a sofa, the tables in front are mostly very short and very low, very ergonomic design, do Starbucks not know that customers will be driven away? How could he not know? This is precisely because Starbucks 'service positioning is to "drive away customers"!

"Turnover rates are very important to coffee shop profitability." According to professional analysis, for a coffee shop, rent and labor costs are rigid, the cost of a single cup of coffee is certain, and sales determine the profit margin. "How do you pay rent for a shop that allows customers to have a cup of coffee for an afternoon?" Therefore, Starbucks 'tables and chairs are designed to make Starbucks look classy and tasteful without letting customers sit for too long.

6, the material of the cup

Product function point: convenient paper cup/encourage more takeout

Human Desire: The Need to Belonge (Expectation to Stay Connected and Build Good Relationships)

Social needs are also called the need for belonging and love, which refers to the individual's desire to be cared for and understood by family, group, friends and colleagues, and the need for friendship, trust, warmth and love.

Let's imagine something like this: "When you come back from lunch, several colleagues walk up to you laughing and talking, each with a Starbucks. You also want a Starbucks because you want to be part of this happy community."

7. Aroma

Product function point: strong coffee aroma in the store

Human desire: enjoy sensory stimuli (smell) and impress

One of the main reasons for building the global Starbucks coffee kingdom is to maintain a consistent store experience. In addition to music, elegant furnishings and comfortable lighting, the most important thing is that the store is full of strong coffee aroma.

75% of human emotions are generated by smell. After three months, people remember photos with only 50 percent accuracy, but they recall smells with 65 percent accuracy." According to the monell center for chemical fragrances,"consumers who are exposed to pleasant odors, such as coffee or cookie fragrances, may not only feel better, but may also behave more attractively and even be altruistic." Therefore, while creating brand uniqueness, aroma enhances the image of its high-quality coffee, and also enhances customers 'love, viscosity, and impression of Starbucks, increasing customer turn-back rates.

8. Star Share Card

Product function points: buy three get one free, buy two get one free, buy one get one free

Human desire: cheap + belonging needs (expect to keep in touch with others, build good interpersonal relationships)

Star cards often appear buy three get one free, buy two get one free, buy one get one free coupons, at first glance looks very preferential, in fact, not much use, not many people will buy so much coffee at once. The real intent of these coupons is to get customers to bring friends or buy them back as gifts. This will pass Starbucks on to more people and deepen Starbucks 'social media image.

From the above 8 psychological thoughts, we can vaguely glimpse some of Starbucks 'products and operation strategies:

Attract more customers (new)

1, the material of the cup

Product function point: convenient paper cup/encourage more take-away

Human Desire: The Need to Belonge (Expectation to Stay Connected and Build Good Relationships)

2. Star Share Card

Product function points: buy three get one free, buy two get one free, buy one get one free

Human desire: cheap + belonging needs (expect to keep in touch with others, build good interpersonal relationships)

3. Price

Product function points: Asian region (especially China) prices are higher than the United States

Human Desire: Sense of Achievement

Second, customers spend more (increase activity, customer unit price)

1. Cup volume + pricing

Product function point: add 1/3 of the quantity, but the price only adds 3 yuan

Human Desire: Cheapness (People often amplify their needs in the face of low prices)

4. Mugs

Product function point: Limited edition/commemorative edition mug

The desire to own (desire to own something of special value, desire to keep up with trends).

Third, as soon as possible to "drive away" customers (reduce the cost of a single user)

1, the material of the cup

Product function point: mug replaced by paper cup

Human Desire: Freedom/Doing What You Want

2. Design of tables and chairs

Product function points: tables and chairs are not too comfortable, and there is little slack

Human Desire: The Pursuit of Comfort

IV. Attract customers to visit many times (improve retention and repurchase rate)

1. Aroma

Product function point: strong coffee aroma in the store

Human desire: enjoy sensory stimuli (smell) and impress

2. Star Share Card

Product function points: buy three get one free, buy two get one free, buy one get one free

Human desire: cheap + belonging needs (expect to keep in touch with others, build good interpersonal relationships)

Although these are Starbucks 'product philosophy after deep insight into human nature, it does not mean that all coffee shops can successfully imitate these models. Every coffee shop brand still needs to think about "how to use human characteristics to serve its own brand products and form a product philosophy that cannot be imitated"!