Why do you have to order coffee when you go to a coffee shop? Can coffee be refreshing?

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Recently, when Lion went to FB, he saw a coffee shop responding to the question of customers lowering a cup of coffee drink. They often heard that the rule of low-consumption coffee drink was unreasonable. Many people would think that since they had all come to the store for consumption, why not just order food, and must order coffee drinks?

It's more expensive for me to order food. Why can't you order it? Low consumption can be regarded as one of the lowest guarantees for shopkeepers. Some stores do not limit their dining time. If customers come to the store only to order the cheapest products and take up space, or even occupy it for a long time, the turnover rate of the store becomes lower and the relative revenue decreases, so it is usually set to reduce everyone's consumption.

There are many ways to reduce consumption, usually setting a drink or a meal (that is, ordering something more than how much). Some stores will pay more or less attention to the price of their products when setting the menu, while others will set the price as much as possible (EX: 80 yuan for the cheapest drink in the store, 100 yuan for low consumption, or 200 yuan for only a glass of water, as Peng Yuyan met in a restaurant). Therefore, entering the store is not only to buy products, but also to buy space, so the relative take-out stores do not eliminate this problem.

However, some stores not only sell coffee, but also have desserts. Since the prices of their products are similar, they still set low consumption as a cup of coffee drink instead of just ordering. Why?

The point is: what is the positioning of this store?

Small cafes usually do not have much manpower, coffee drinks are relatively easy to make, while cakes, desserts and even meals are relatively labor-intensive and costly, so his well-known feature may be dessert, but the main revenue is not necessarily dessert.

Making a cup of coffee is not the same as making a dessert. Of course, you might say, "the coffee machine is hundreds of thousands, and the oven is only about ten thousand yuan at the most. If you can calculate the cost, then just sell the dessert!"

But this shop sells coffee and desserts, not desserts. The scale of a real dessert shop is not the same as that of a coffee shop. It is appropriate to make hundreds of desserts a day, but it is tantamount to spending money on dessert equipment and chef manpower. It is not comparable to coffee and dessert shops.

Most coffee shops just want to make a dessert for their guests to match their drinks at the same time, rather than a colorful dessert shop! So there is really no need to question the persistence of some shopkeepers, if you really like this dessert, cooperate, and then order a drink to support, rather than just rely on the north why order a drink.

Simple calculation problem: only if you set a low income, you may have the money to pay the store rent.

In terms of cost, for example, a famous caf é for cakes and desserts today has about 50 cakes a day, each of which costs about 150 yuan. If all of them are sold, they will collect 7500 yuan.

However, if it is not set that low consumption is a drink, suppose that three out of every five guests will order cake, but order three drinks, each drink is about 120, if 50 guests come today, you will be able to earn revenue.

No low consumption set: cake (30,150) + beverage (30,120) = 8100

If you switch to a low-consumption drink, 50 guests will come:

Set low consumption: cake (30,150) + beverage (50,120) = 10500

With or without a low-cost setting, if there is a daily turnover difference of 2400 yuan, there will be a gap of 50,000 to 70,000 a month. For small business owners, they may be able to pay the store rent (they may not be able to pay the rent).

Therefore, if you really support the shopkeeper, although it is annoying to spend too much money, you should try to understand why the shopkeeper chooses to treat consumers in this way. If you really want to eat in this restaurant, then you can support it. You can be unhappy, but you have to accept it.

(the picture and text is authorized by the King Lion, the original link: why is it reasonable to have a drink? )