After the unicorn star ice music, Starbucks is testing drinks that detonate social networks.

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

After creating the iconic popular unicorn star cappuccino, Starbucks is testing the secret menu to pick the next drink that will set off social networks.

In the past few days, some baristas at Starbucks have uploaded several photos of the new product "Ombre Pink Drink" on Instagram, causing heated discussion, according to foreign media BI. The pink drink is made up of lemonade, coconut milk and Iced Black Tea, with an oncoming smell of summer.

Ombre Pink Drink actually launched an improved version of Pink Drink last year. The original Pink Drink, made from strawberries and coconut milk, quickly became popular on Instagram, attracting many fans and was once known as the Starbucks "secret menu". It officially became the resident menu of Starbucks in the United States in April this year.

A Starbucks spokesman said the company would not share any details about the new Ombre Pink Drink and that everything was kept secret.

As summer approaches, Starbucks baristas are gearing up to produce more variety of cold drinks, including not only a modified mix of Pink Drink, Nitro cold beer and coffee ice cream, but also an ice cube made from coffee.

Consumers can replace traditional water ice cubes with coffee ice cubes for as little as 80 cents, which melts without affecting the taste of the coffee. If Pink Drink is aimed at teenage girls, then this ice cube should satisfy "tough" coffee lovers.

As can be seen from one new drink after another, Starbucks has never stopped on the road to innovation. Starbucks'"secret weapons" are all good-looking. Starbucks is not only making a drink, but also a feeling that makes consumers think that the drink they are drinking is a trend and a work of art. it's worth taking a picture to show off on social networks.

Whether in terms of store furnishings, beverage production or publicity, Starbucks is taking a culture-plus-business approach, highlighting a sense of elitism. The outgoing Schultz portrayed Starbucks as a beverage representing the American elite in the 1990s, cleverly exploiting the psychology of the emerging American middle class that wants to emulate the elite in terms of cultural and consumer tastes.

Starbucks uses Italian style in the naming of drinks and cups. Some of the drinks it creates still retain high-end impressions, such as cold-extracted coffee, which is available for a limited time in China. Baristas need to soak the ground coffee beans in cold water for more than 12 hours. It can only be produced by extraction and filtration through professional utensils, and the price is more than ten yuan more than ordinary coffee. Starbucks products are likely to tell the story of an elite culture.

In marketing, Starbucks also tries its best to inject the exquisite cultural taste of the brand and convey the value of the brand. Starbucks is one of the pioneers of content marketing. At the end of last year, a series of homemade cartoons were shown in the store, not to sell more cups of coffee, but to reflect more of the culture of Starbucks.

It is said that the most important thing in new retail is experience, and what retailers will provide in the future is service. It seems that Starbucks get early on. In the layout of the store, Starbucks is not only a place for coffee consumption, but also a relaxed, cozy and high-pressure place for social experience. Queuing is completely different from fast food, using horizontal queuing, allowing consumers to appreciate how baristas make coffee when checking out, and meet someone in their life in the queue.

Starbucks has created an elite cultural taste that is accessible to the public in the name of coffee. However, this kind of elite cultural experience is OK in China, but it can no longer be eaten in the United States.

In 2017, Starbucks has become a noisy beverage store with long queues. The unique identity concept created by Starbucks is now worthy of anyone, which is a bit embarrassing. Starbucks' same-store sales failed to meet standards in the last two quarters.

Starbucks is pinning its hopes on the high-end coffee business. Although Schultz has stepped down as CEO, he will still be in charge of the high-end coffee roasting business he created. It seems that the scene of Schultz reshaping Starbucks in the 1990s will happen again, with future Starbucks with street stores that are loved and innovative by young people, and high-end experience stores that can rediscover boutique coffee and elite culture on the other.

The enterprise lies in constantly "tossing and turning".

Important Notice :

前街咖啡 FrontStreet Coffee has moved to new addredd:

FrontStreet Coffee Address: 315,Donghua East Road,GuangZhou

Tel:020 38364473