"85C" opened its 1000th store in the world, and "Sea Salt Coffee" sold 2800 cups a day.

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Taiwan Benshi's own coffee roasting brand "85C" officially opened its 1000th store in the world on July 7, US time.

The store of Taiwan's self-created coffee chain "85C" is located in Bellaire, Houston, Texas, USA, which officially opened on July 7, US time. It is the 31st store of 85C in the United States and the 1000th store of 85C in the world, which means the internationalization of 85C has entered a new mileage. During the trial operation, the daily turnover reached US $20, 000, and it is estimated that the turnover in the first month of the opening was US $600000.

The 85C Bellaire store in Texas opened and a large number of people poured into the store.

85C has established chain stores in Taiwan, China, the United States, Australia and Hong Kong after 13 years of hard work since it opened its first store in Yonghe Baoping, New Taipei City, Taiwan in July 2004. At the same time, Gourmet Talent Group (2723), which invested in setting up 85C, is the king of tourism stocks, and its share price closed at 322 yuan on July 7 in Taiwan.

In order to celebrate the breakthrough of 1000 exhibition stores around the world, 85C launched a lot of commemorative products.

To celebrate the achievement of the goal of thousands of stores around the world, a limited number of mysterious gifts will be given to 1,000 people who spend more than $10 on the opening day of the 85C Bellaire store. In addition, as long as you spend, you will give away an 85-degree C green bag, plus a limited edition Texas mug if you spend more than $20. At the same time, 1000 stores around the world have jointly launched commemorative beverage paper cups, which present the commemorative paper cup design in the way of text clouds arranged in the name of 85C global indicator stores.

Zheng Jilong, acting chairman of the US district of 85C, said that most of the local roasters and coffee shops are operated independently, and the biggest competitive store is Starbucks. The advantage of 85C lies in the diversification of commodity structure. the daily price is about US $11 and the number of daily visitors per store is 1200, with the main customer group Asians accounting for 40 per cent of the total revenue and non-Asians 60 per cent.

Among them, the best-selling beverage, sea salt coffee, sold 2800 cups at the highest single store.

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How does 85C achieve such a large scale?

one

Coffee + bread + baking

In recent years, there have always been people comparing 85C with Starbucks.

In the eyes of many mainland Chinese audiences, 85C is an import of bakery chains such as Haolilai and Weiduomei. Consumers who like 85C know that in every store at 85C, they can not only buy fresh bread, cakes and pastries, but also drink hot coffee, milk tea and other drinks. On the side of the glass door of the store, there are always three or two simple light yellow tables and chairs. Sometimes when you are tired, you can buy a corner cake, order a cup of coffee, and sit there to take a nap.

two

It's better than innovation, playfulness and detail.

No matter in terms of vision or taste buds, 85C is unwilling to stay blindly on the classics of the past. the Taiwanese chain does not give up any attempt of a taste loved by local people, and has insisted on producing new products every month and eliminating old varieties. And in different areas according to the specific circumstances to devolve the power to the store manager to divide and rule, according to the local taste and habit to adjust production and sales.

In the 85C store, they designed every detail such as lighting, temperature, mirror and so on. In addition to the balanced taste of coffee at a temperature of about 85 degrees Celsius, they also pay attention to thoughtful considerations such as what kind of bread can be added to ensure that it will not harden on winter days with large temperature differences.

three

Take advantage of the gathering effect to encircle the community in the downtown area

Of the annual sales of more than 1 billion yuan in 85C, the average bread accounts for 50%, cake accounts for 30%, coffee accounts for 20%, and its coffee is basically unprofitable. The quality-conscious 85C has been choosing Antigua Volcano coffee beans from Guatemala because the coffee beans there are the best. 85C coffee has the same quality as Starbucks, but it is sold at 1/3 of its price.

85C redefines the coffee consumption culture to some extent. Some people consume their lifestyle at Starbucks, while others just need coffee to meet their daily needs. People who come to the 85C store for coffee often "stop by" to buy some bread or cake. 85 degrees C is just the right use of this hitchhiking consumer psychology.

four

Coffee is bait, refreshments drive coffee

As we all know, Starbucks' main product is coffee, coffee is the main value of Starbucks, and bread is the surplus value of Starbucks.

So, 85 degrees C is upside down, its main value is bread, and coffee is its surplus value. It injected the concept of "baking industry" into the chain stores, subverting the "hidden rules" of the international coffee industry. Baking products now account for half of its total turnover, while Taiwan's Starbucks is less than 20%.

More importantly, 85C these breads and cakes are absolutely superior to Starbucks in quality and cheaper than Starbucks. So that many customers choose coffee for bread and cake, and Starbucks choose bread and cake for coffee to form the opposite path. At this point, the value generated is differentiated. Coffee is equal, bread is superior, and the price is affordable, so as to create maximum customer value, which naturally leads to a doubling of performance.

five

The sales are mainly take-out and take-out food.

85C found that in a fast-paced life, not everyone attaches great importance to the consumer experience: not everyone wants to talk in a coffee shop. This is different from the consumption state of people before. In the past, many people drank coffee in order to enjoy the atmosphere of the coffee shop, but now many people drink coffee as a habit, in the office, at home are slowly becoming normal.

So takeout is a possibility. Pairing bread and cake, as a form of leisure similar to afternoon tea, is also slowly becoming popular. Even many people begin to pay more attention to the taste of bread and cake and use coffee as a supporting role. It is not surprising that this has become a business model in Taiwan, which pays attention to the quality of life. This subtle change in demand led to the reverse positioning of 85 degrees C, which extended and eventually opened 1000 stores.

Summary

If you want to do a good job and expand your own brand, you don't have to be afraid of the giants, find their weaknesses, find their own business positioning, and create their own business model.