Japan has opened a Starbucks that forbids queuing, drinking coffee and taking off its shoes.

There are more than 24000 Starbucks around the world, among which there are different styles and eye-catching store designs. It is also one of the brand traditions to create stores with different characteristics according to different urban environments.

Recently, the most topical store is a tatami Starbucks newly opened in Kyoto, Japan. Since its opening on June 30, many iron fans and coffee lovers have gone to observe the experience. On social platforms, various screens are even called the most beautiful Starbucks in the world.

I. Combining Oriental tea ceremony culture to lead to consumption resonance

This store will subvert your imagination of Starbucks, its biggest feature is: tatami!

As the world's first tatami Starbucks, called "Kyoto Ninesaka YASAKA Tea House", it is very compatible with Kyoto's cultural atmosphere. It is located next to Kyoto's famous popular attraction Kiyomizu Temple. There is no need to worry about the flow of people, but there is no queue at the entrance of the store. During peak hours, the number of people entering the store will be limited.

In addition to sitting on tatami mats for coffee and taking off shoes before entering the store, you can also experience a tea ceremony seating ceremony. This shop is also a bit of a story. This century-old Japanese house has a history of more than 100 years. This renovation plan has been prepared for 10 years. It basically continues the original taste of Edo period houses. A lot of wood is used to create a simple texture. Customers can feel the experience of traditional Japanese houses.

The store is divided into two floors, covering an area of more than 270 ㎡, with a total of 51 seats. Open the half-covered Japanese curtain with Starbucks logo at the entrance. The first floor is divided into vestibule, atrium, inner courtyard, and landscape garden behind the bar. This floor uses traditional tables and chairs.

There are three tatami rooms on the second floor, and the tatami cushions are made of Kyoto Tanko crepe. Customers need to take off their shoes and wash their hands with water in a bowl before sitting down. This Japanese tea ceremony is full of ceremony and perfectly combines Eastern tea ceremony culture with Western coffee fashion culture.

Second, limited desserts to meet the public taste

In such a special and traditional restaurant, of course, there will be limited desserts. In addition to the classic series on the traditional menu and the latest summer drinks, the desserts in the window are also limited foods unique to Japan to satisfy the public taste.

There are limited watermelon passion fruit green tea, chocolate cake frappuccino, matcha series dessert, matcha, banana milk flavor pudding cup...

III. Continuous innovation to create reasons for consumption

In addition to building stores with great care, Starbucks has always had confidence in Japan's coffee business, so it is willing to use Japan as a pilot for new products and innovations outside North America.... After all, Japan is Starbucks 'first overseas market after North America, and it is also a trend mecca in Asia. Since opening its first store in Tokyo in 1996, Japan has been known as Starbucks 'fourth largest national market.

Last year, Japan introduced Starbucks Evenings.

Every Wednesday after 4 p.m., a Starbucks store in Tokyo's Chiyoda district offers customers an extra menu, offering red wine, white wine, beer, and limited alcohol Frappuccino for $8, mixed with blueberry wine from Hokkaido's Yoichicho area, pizza and other new snacks in addition to full-time coffee drinks.

Starbucks is still very active on the road of innovation, which can improve the income of single stores at night. The Japanese market itself has a strong culture of izakaya. However, the US market ended in January this year, but this Evening project was still introduced to Taiwan at the beginning of this year, and the Longmen New Concept Store (Reserve) in Taipei.

Now Starbucks, which has given up alcohol, has a new strategy: ice cream for the first time in more than 100 U.S. stores, called Affogato and Cold Brew Malt. Affogato is a traditional Italian dessert served with a scoop of ice cream on top of Espresso;Cold Brew Malt is cold coffee served with a scoop of vanilla ice cream and chocolate chips.

Dessert menus are currently available at 10 Reserve Select stores in Los Angeles, Boston and Washington and 100 regular stores in Orange County, California.

Throughout the above, Starbucks 'business logic is still good, willing to innovate constantly, improve the store operating rate at the same time, hope to give customers a reason to enter the store all day. Even in the surrounding products are also very careful, from different themes, different characteristics and different brands of Starbucks cup cooperation can feel Starbucks sincerity.