Pacific Coffee: strengthen the orientation of Chinese elements, the first choice for business and culture

One cup, one read the world.

Pacific Coffee's brand concept is inspired by the hard spirit of Hong Kong people. when its founder traveled to Hong Kong from Seattle, he realized that Hong Kong people were working hard for life, hoping to provide a breathing space for Hong Kong people in the busy city by setting up a coffee shop and cheer up the energetic Hong Kong people with strong coffee.

Finally, in 1992, the first Pacific Coffee was born in the Bank of America Center in Central, Hong Kong. After that, Pacific Coffee extended its reach to Beijing and Shanghai, Hong Kong and Singapore, especially in Hong Kong, with nearly 70 stores, including branches in the University of Hong Kong and the British Council of Hong Kong. In addition to operating retail stores, Pacific Coffee is also engaged in the wholesale of coffee machines and beans.

In April 2005, Pacific Coffee was bought by Chevalier Technology, a listed company of Hong Kong Chevalier International Group (renamed "Chevalier Pan Asia" in 2007) for 205 million yuan.

In June 2010, China Resources Entrepreneurship Co., Ltd. cooperated with Chevalier to acquire a stake in Pacific Coffee80%. Pacific Coffee has since become a coffee chain brand of China Resources Group, one of the top 500 enterprises in the world. As of April 16, 2013, the number of Pacific Coffee stores worldwide has exceeded 297. In mainland China, it has entered major first-and second-tier cities, operating more than 150 coffee chains in 24 cities.

One cup, one world, is the brand slogan of Pacific Coffee. One cup is to make every strong coffee drink for the guests; one thought, that is, to inspire customers through the famous quotes written on the blackboard every day; one world, is to hope that customers can have a small world of their own in the Pacific Coffee Shop. As a bookish coffee chain with the integration of Chinese and Western cultures, Pacific Coffee has always advocated slow life.

It is too difficult to rally supporters.

Pacific Coffee is making more and more coffee shops appear in everyone's eyes. Its stores are mainly located in the business district, providing white-collar workers and professionals with a space for business meetings and relaxation in busy work.

Pacific Coffee believes that people get lost in fast-paced business, so they share a "Thought for the day" (spiritual idea) on the blackboard of the store every day, or the wisdom of celebrities or the intelligence of the public, washing and comforting the hearts of customers with the power of words.

It is every bit of the above that Pacific Coffee, which has a history of 20 years, was selected as their "favorite chain coffee shop" in a survey of readers of the Hong Kong Economic Journal in 2011.

Pacific Coffee locates itself as the "first choice of culture and business", and makes continuous efforts to deepen customers' recognition and trust of the brand.

Strengthen the monitoring of beverage and food quality as well as customer service to maintain coffee quality and service quality, which Pacific Coffee has been adhering to for 20 years. In the process, they focus on launching products that closely follow dietary trends and customer preferences. At present, consumers are paying more and more attention to health and fair trade products. Pacific Coffee has launched Crema Scura and Yunnan Shangri-La coffee beans.

Coffee Suna is the exclusive product of Pacific Coffee, the most elegant thing is that coffee beans are not only organic products, but also have fair trade certification, which is relatively rare and special in the market, and has been well received since its launch.

In addition, drawing on the experience of Hong Kong, Pacific Coffee officially launched The Perfect Cup Card in March through the establishment of a membership system to increase loyal customers. The brand-new membership card based on electronic stored value card replaces the stamped card consumed in the store in the past, and has the dual functions of electronic stored value and membership points. Through the update and upgrade of the store terminal system, Taika members can use this card to buy coffee drinks or other goods in the store directly, so as to experience faster and easier consumption.

As the core of customer relationship management of Pacific Coffee, the promotion and use of Taika can further unite the supporters of Pacific Coffee. At present, Taijia is divided into four regions: East, South, West and North in mainland China. Members can access points each time they use consumption, and the points can be spent as cash in various stores in the area.

(responsible Editor: Leo)