Coffee Popularity: If coffee shops want to operate for a long time, they must carefully select coffee beans.

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

Coffee is really very popular. Just look at the coffee books on display in the bookstore. I remember that when I first came into contact with coffee, it was a book called introduction to Coffee, which was published in the 1960s, and the rest could only be seen sporadically mixed with recipes and drinks. In fact, there were only a few books on diet at that time, often sandwiched in deserted corners.

Maybe it was a time when you were busy working hard. If you had enough to eat, you would be fine. You can only be extravagant once in a while, but never do it often! Even the last cafe had to dress up carefully. Now, all kinds of food books are not only specially introduced in different categories, but also become a district of their own. Some bookstores also set up counters to promote cookbook books during the Spring Festival or holidays, and books on coffee are springing up in bookstores like bamboo shoots after a spring rain. It's just a pity that there are many books, not many useful ones, most of them are romantic works, and they all describe the essence of coffee and skip it. There is even a sense of deja vu in the origin of some books. For readers, the benefit of coffee is only at the level of understanding coffee. However, in any case, it always means that coffee has really become popular, and maybe in a few years, the tea cans at home will be replaced by coffee cans.

Coffee has been in Taiwan for at least a hundred years, but in the early days, Taiwanese people's impression of coffee was quite polarized. early coffee was a symbol of status and taste, and it was enjoyed by literati, wealthy families and people with methods. In the early 1970s, most people's impressions of coffee were obtained from instant coffee advertisements on television, and at that time, coffee was mainly used as gifts. In addition, only people who have contact with foreign countries, such as artists, traders, and foreign students, usually those who can afford to do so or who have come into contact with coffee at work, will develop the habit of drinking coffee.

This is the situation of the household market, the impression of coffee is generally optional, but at that time the impression of the coffee shop is not the same, at that time it was not called a coffee shop, it was called a coffee shop! Cafes are in the same category as dance halls and lounges, and many of them sell dog meat, so they are classified by the police as a special industry. If they don't cooperate with temporary inspection or investigation at 05:00, ordinary people will not go to the coffee shop. Even now, some people of the older generation are strongly opposed to their children and grandchildren going to work in cafes! At that time, the coffee was parasitic in the set meal of the western restaurant. When ordering the set meal, the waiter would ask you, "with the meal", coffee or black tea? If you order coffee, you will serve coffee in a small "side cup" after a meal. In the mid-1960s, the average person's salary was about 5000 to 8000 yuan, and a cup of coffee cost at least 50 yuan. So drinking coffee is the monopoly of the rich and leisure class.

The dilemma of the cafe was not until after the lifting of martial law, and when people were able to enter and leave the country freely, they gradually improved. It was only after a trip abroad that they realized that coffee was so popular abroad! Coupled with government decrees, coffee, an addictive drink, is becoming more and more popular in China. By the end of the 20th century, coffee reached its peak in Taiwan. And there will be no negative growth for at least 20 years! If the mainland's economic reforms continue, it can even last for more than 100 years! Why?

In terms of the catering industry, in the past 30 years, from Sichuan cuisine, Cantonese cuisine (including teahouses), Jiangsu and Zhejiang cuisine, Taiwanese cuisine, seafood restaurant, roadside stall seafood restaurant, hot pot restaurant, beer house, mutton stove, ginger duck, hamburger restaurant, A, B food, French food, Italian food and Japanese cuisine in Western restaurants, ice fruit shops, teahouses, foam black tea, PUB and other beverage restaurants The average life span of each type of business is about eight years, which is about two to three years of growth, three to four years of peak, and two to three years of decline, and its growth curve is inverted V-shaped. At the same time, the decline period of the former industry is usually the growth period of the next industry, that is to say, there will be a phenomenon that the streets are suddenly filled with stores of the same type, and then suddenly replaced by the next stream industry after a period of time. In recent years, the change of business seems to have accelerated, such as soup bao shop, lo mei egg stall shop and so on almost just appeared and began to disappear!

The above account shows that Taiwanese do business in a fashion. When they see other people making money, they are eager to try. They almost enter the market without careful consideration, and they are afraid that if they don't earn enough, they will get bigger and bigger. In the end, it will be all over the street. Consumers are tired of eating at once, so they have no choice but to change their tastes.

But why coffee can not decline for at least 20 years, the biggest point is that she will not be "bored", as long as it is addictive, only eat more and more. It will not be "bored" unless there is a major change in consumption habits, such as tea, whether in tea shops, teahouses, foamed black tea, etc., in Taiwan, as far as foam black tea shops are concerned, it is a dead end after being exposed to pornography, because it is wine to find passion, and tea is useless. Another situation is that young people in Taiwan no longer have the habit of drinking tea and making tea. Especially today's young people have leisure, slowly spend time there, so consumption habits have changed, tea is doomed to decline, coffee is to replace tea to become the drink of the Chinese people in the 21st century! The Chinese are the last and largest market for coffee, which is why coffee does not decline.

Another reason for not declining: coffee fully meets the needs of a rapidly developing society. The busier and more progressive places are, the more coffee is needed. Why? Since coffee was discovered more than 1500 years ago, the nature of popularity has never changed: refreshing and stabilizing. This is also the reason why Nestle instant coffee rose during World War II!

Because coffee is such a drink, there are people who have been operating abroad for hundreds of years, for generations, for a lifetime, and even more for coffee as a business, and coffee has a history of hundreds of years in foreign countries. it is a necessary drink in daily life. Opening a coffee shop is like opening a snack bar. It is very common, but Taiwan coffee culture comes in late. The level is very uneven, and before the habit of drinking coffee is popularized in time, running a coffee shop becomes very unusual, either interest, dream, part-time job and ticket-playing nature, so it has created a lot of personality shops and style shops. use a lot of popular language, gorgeous decoration to pack coffee, and then fluctuate with the fashion, there is another phenomenon is the popularity of commercial cafes Because it was unable to attract consumers with coffee, it turned into a catering department store. Under the constant change of dishes, it finally worked hard and finally had to end hastily. Therefore, coffee restaurants often give people the impression that it is not easy to operate and change hands quickly.

According to past experience, it can be found that no matter which kind of fashion is popular, the leading brands can usually stand firm after the fashion and continue to attract consumers, while those who follow the fashion usually cannot stand the test. Once the fashion is over, you have to change careers. Because the leading brand will become the leading brand, its requirements for the product itself must be unique, and this uniqueness meets the needs of consumers and creates excellent profits, thus causing fashion to follow the trend. People who follow fashion usually copy a large number of products only on the surface. After rapid expansion, when they are unable to require product quality, they will cause consumers' doubts and be eliminated without heels. But leading brands usually last a long time.

Coffee shop management should pay more attention to the quality of coffee, the pursuit of personality, style of the coffee shop, if there is no requirement for coffee quality, although it can create a good turnover at the initial stage, it will certainly not be able to operate for a long time. This is the most interesting thing about the cafe, which is caused by the basic characteristics of coffee. After the coffee is imported, the first taste is sour and bitter, then the looming sweetness. People who are new to coffee usually do not accept this taste order immediately, and they have to try it several times before they can experience it. (but as long as they have experience, they may not be able to leave coffee for the rest of their lives.) This characteristic is a factor in the slow growth of turnover at the beginning of the operation of the cafe (of course, there are a few exceptions, but not because of coffee) because the guests have not yet adapted to the taste of the store, so that they have to accumulate to a certain number of customers. business conditions will only begin to improve, if you do not understand this process, it is several times more difficult to rely on coffee to gain popularity than other catering industries. Once the popularity of coffee, the probability of opening a branch is quite high, because it is much easier to sell water than to sell rice.

Therefore, if cafes want to operate for a long time, they must choose coffee beans carefully. There is no exception, both at home and abroad. If you want to operate a chain system, you must have your own brand of coffee beans. There is no exception, both at home and abroad!

After Starbucks Coffee entered Taiwan, the coffee market began to change rapidly. Starbucks Coffee investors are the largest unified enterprise in food manufacturing, wholesale and retail in the country. the significance of such a company entering the ground coffee market is extraordinary, but has Taiwan's ground coffee market really matured? I'm afraid not, so why did Starbucks choose to enter Taiwan at this time? Grab a seat! In fact, it is also the most powerful company, although some listed companies have joined the grind coffee market before, but no one has invested heavily to dominate the market like Uni-President. Why? Because it has foreseen the Chinese people's ability to consume coffee!

The addition of Starbucks Coffee is definitely a positive benefit to the coffee market. Consumers who used to be dispensable to coffee suddenly had a psychological expectation for coffee, which virtually heated the coffee market and led other companies to enter the ground coffee market one after another. It can be predicted that well-known foreign coffee brands will flock in in the short term. So the phenomenon of a swarm of Taiwanese is about to come into being! (to be continued)