An average of 20-30 new coffee shops in Hangzhou are expanding rapidly every year.

Coffee shops will be as crowded as grandma's house, waiting an hour for hot food. Such a scene appeared in a coffee shop recently opened in Queen Park on Wulin Road. This coffee shop specializes in waffles and is very popular with customers.

Recently, Hangzhou has opened more than one coffee shop. Hanyan, Lande Marie, Xiao Living Room, Chami, Ruijing... These are all names with strong literary flavor. They are all coffee shops newly opened in Hangzhou this month, about more than 10. According to the statistics of Hangzhou City Coffee and Western Food Association, the average number of new coffee shops in Hangzhou every year is only 20-30. The coffee shops in Hangzhou are a bit crazy.

Chain brands step up shop opening

At the end of this month, COSTA Coffee will open its tenth store in Hangzhou. Starbucks has opened Gudun Impression City Store, Zhejiang Daily Store and Xixi Impression City Store successively this year. It can be said that where there is a commercial complex, these internationally renowned coffee chains will not fall behind. Starbucks had nearly 700 stores in mainland China at the beginning of this year. Starbucks, as a big shot in the coffee industry, has a budget of 300 new stores this year. Starbucks will expand to 1500 stores nationwide by 2015.

In 2010, McCafe opened its first store in China. After three years of promotion, the coffee brand, which sold Starbucks in the United States, has reached 516 stores nationwide. To meet the more diverse dining needs of younger customers, McDonald's launched a massive recruitment plan on May 20. It is ready to focus on expanding the Chinese market for wheat coffee.

By the end of 2013, McCafe is expected to have more than 750 stores nationwide. Among them, Zhejiang area 15, Hangzhou area accounted for 10. McDonald's officials said: "So far, McCafe expansion is based on existing McDonald's stores, and there is no separate McCafe store."

In order to attract domestic customers, foreign coffee chains are full of tricks. McCafe recently updated its menu to add Asian tea series more suitable for Chinese people to its beverage list. Starbucks and Pacific launched "zongzi". Star ice dumplings this year is to put down the body, join the group buying army. In the opinion of the industry, the localization measures of foreign brands not only divide the traditional Chinese dim sum market, but also label their own brands with Chinese labels.

More than a dozen new personalized shops open a month

Hangzhou's new coffee shops can be described as blowout. More than a dozen have opened in the past month. One industry insider said that in the last two or three years, everyone's mantra has gradually changed from where to pick up a meal to where to have a drink.

"The order rate of waffles and other products and coffee in the store is almost 50/50," said Miss Han, head of South Korean brand coffee shop "Man Coffee." More customers order waffles first and coffee later." Waffles and toast have bigger margins than coffee. Also a Korean brand,"Coffee with You" is about to open its third store in Hangzhou.

In response to the low turnover rate of coffee shops, some coffee shops raised prices to maintain revenue, while others chose rich menus. It's hard to imagine that the signature product of a coffee shop is crucian carp noodles, which happened in the cold smoke cafe. The head of the cafe said that at noon peak, crucian carp noodles can sell twenty or thirty bowls. This place has become a new canteen for white-collar workers in nearby office buildings. More coffee shops like kale are turning desserts from outsourcing to home-made as cake sales climb.

Would it be nice to go to a bookstore and have a cup of coffee? Not long ago, the trial opening of the "morning living room" is taking this route. Following the style of carving time and Phoebe coffee, the bookshop plus coffee model has also taken root in Xiaofeng Bookstore.

According to the statistics of Hangzhou City Coffee Western Food Association, the number of cafes in Hangzhou is about 600 at present, and it is growing steadily at the rate of 20 to 30 every year. It can be said that Hangzhou coffee consumption is making a third leap. Li Xiaoyang, general manager of North Africa Coffee, has a deep understanding of this."Three years ago, there were no more than 10 coffee shops that came to us for counseling. This year, our alliance stores reached 80. People are no longer satisfied with making coffee with imported brand coffee beans, but slowly start to choose fresher locally roasted foreign green beans to improve the quality of coffee."

Coffee Western Association Secretary-General Lou Boeing said: "Open coffee shop has become a new investment channel, most of the newly opened coffee shops to office buildings, CBD, science and technology park extension, single shop area small input cost, menu diversification." In ten years, the number of cafes in Hangzhou has exploded ninefold. As young people learn about coffee culture and business people demand coffee, the clip of grabbing a cup of coffee in American TV series will appear in our daily life.

(Editor: Leo)