Starbucks partners teach the strategy of selling mooncakes-no way! Look at the hidden rules of Starbucks industry!

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"Hello, Starbucks mooncakes have been pre-sold in advance. Do you need to know? "my partner reminds you that the Mid-Autumn Festival is coming and it's time for you to buy Starbucks moon cakes. "

It seems that not long after the Dragon Boat Festival, Starbucks is preparing for the Mid-Autumn Festival again. every year during the Mid-Autumn Festival, Starbucks will launch moon cake gift boxes, which are more than 200 cheap and more than 500 expensive. on average, a mooncake costs more than 50 yuan. Starbucks also played a careful game when considering the proportion of moon cakes. Each gift box ensures that at least one flavor of moon cake is exclusive to the gift box, which means that if you want to eat more moon cakes, you can only buy all the gift boxes.

Compared with the level of more than ten yuan per mooncake of other brands, Starbucks sells mooncakes for 60 yuan, obviously much higher than the industry price, taking the high-end mooncake route, but in spite of this, some people still buy Starbucks. Starbucks regards mooncakes as a serious business that intends to operate for a long time, rather than a dispensable "sideline". Of course, there are all kinds of hidden rules in the workplace. Starbucks' former partner told the editor that with a monthly salary of thousands of dollars and under the pressure of tens of thousands of monthly salaries, he sells zongzi, moon cakes, cards and cakes every year.

According to Dongfang headlines, the just-concluded zongzi war came from Starbucks employees who revealed that they could not sell five hundred yuan for a package of iced rice dumplings. The staff came from Shanghai Daning Store. Screenshots of Wechat group chat showed that the store manager asked each employee to pay him a 500 yuan "zongzi sales deposit" and stipulated that each package sold would be refunded 50 yuan, plus a sales bonus of 5 yuan.

If it cannot be sold, it will be deducted from the deposit at the cost of 50 yuan per package. In this way, each employee needs to sell at least 10 packages of ice dumplings to get back 500 yuan. Because of the order of the store manager, the staff reluctantly handed in 500 yuan despite their dissatisfaction.

As for the target of 10 packs per person, many employees complained that it could not be reached at all. "in previous years, Starbucks also sold zongzi, which did not sell well. We'll never get 500 yuan back. "

In order to complete the target as soon as possible and get back 500 yuan, many shop assistants had to find a way out of the store and sell zongzi door-to-door to customers. This indeed happened in Daning Store, and later Starbucks, the person in charge of East China, said that this was only a store practice, not an act authorized by Starbucks. In view of the impact of this matter on the staff, the head office has intervened to understand the situation and has asked the store to stop this behavior.

What are the hidden rules of Starbucks industry?

Hidden rule 1: zongzi and moon cakes, QA

In the final analysis, this is to maximize customer value. Coffee with Western-style desserts is already an inherent sales model of Starbucks. However, under its strong brand effect, by introducing brand-new products with the help of the hot spots of traditional Chinese festivals, customers who come in for coffee and desserts transfer their value from one point to another, thus forming a line. therefore, it is not surprising that Starbucks sells moon cakes on the Mid-Autumn Festival, which is to take advantage of the psychology of consumers to return pearls.

People do not care about whether Starbucks moon cakes are delicious or not, what they care about is that Starbucks has face when it is sent out. In addition to the basic moon cake products, in order to promote the sales of the main products, Starbucks has also created a series of Starbucks cups with the Mid-Autumn Festival theme, and the Mid-Autumn Festival star gift cards are also available at the same time. Partners also take into account the "task" of selling cards and cups.

QA: the abbreviation QA of quality assurance, food hygiene and safety. Including appliance cleaning, store cleaning, food hygiene and safety, partner personal hygiene and so on. As Starbucks is divided into different markets in China, the actual operation of each market and each store is different. There is also a slight difference in manpower allocation! The manpower allocation of Starbucks is really adequate. It can be said that every employee is scientifically exploited and a set of scientific manpower deployment and allocation methods are used to enable an average of about five employees to cope with a customer flow of about 150 shifts.

Departing partners complain about three mountains: moon cakes, zongzi and QA

@ Cui *: I would like to ask which store manager did not pay out of his own pocket for moon cakes and zongzi, just to show a little dignity in every day's war report.

@ my old *: forever three Dashan zongzi, moon cakes, QA monthly nightmares all kinds of KPI,food UPT,AT.

@ Strawberry *: when it comes to moon cakes and zongzi, you will be very tired. You don't want to recommend it to others, but you will be scolded if you can't achieve your goal! It's really speechless!

Paranoid *: the purpose of going to work is to "sell" marketing drinks, cups, moon cakes and zongzi. I would like to ask which partner's circle of friends is not a Starbucks WeChat businessman.

@ ao *: I work at Starbucks in Changning District, and the content of my work is seriously out of proportion to my income. There are two major events every year: one is selling zongzi and the other is selling moon cakes. A coffee company sells Chinese festival food, and TM is so expensive that I have to sell it every day. I can't sell it myself. Is it interesting to make such false accounts for the company's backstage statistics?

@ Hutang small *: zongzi and moon cakes really put a lot of pressure on our partners! When partners laugh every day, they can't laugh at all after duty, chase this and that, sell zongzi, sell moon cakes, card food, customers all think there is a commission, God knows there is no commission, and they are scolded for not selling well, hehe.

@ KITE: I worked at Starbucks for three years and followed our former store manager for three years. I think that when I first entered the store, I was complained by customers for three times in a month because my face was too smelly. The store manager didn't say to give me a warning sheet, but kept telling me to keep calm when I encountered problems, because I didn't need to worry about performance at all. They were all regular customers. There is no need to make any recommendations, and the store manager has not asked for it, but since changing store managers, we have to recommend star cards and marketing drinks with regular customers who have been drinking the same drinks for ten years every day. I don't know why. is this what Starbucks calls the customer experience?

@ Tian * *: I have worked at Starbucks for four and a half years, and the only reason I can survive is probably a group of lovely colleagues. Do all the social relationships to sell zongzi moon cakes, the key is not a commission, really thick face do not know why. Even those who sell insurance are not allowed. After all, they are rich.

@ Big *

As a former star dad partner, he really loves store partners and some benefits of the company.. But the labor force is not in direct proportion to the salary! Have you ever tried to get off work at 11:00 with the newlyweds to finish the night and check the store inventory to work overtime until 3: 00 in the morning without any allowance? And it's not my job.! Usually we have to write all kinds of analysis reports, sell food, sell cups, sell zongzi and sell moon cakes every year.. Do not look at the annual zongzi moon cake taste is not new, but the price has been rising!

(for more complaints, please review the Starbucks staff spitting meeting! Is it unrealistic to talk about "loyalty" regardless of salary])

Hidden rule 2: large cup, medium cup, super large cup

A former Starbucks employee in Japan revealed, "the one who wins the cup at Starbucks is an absolute idiot!" Attracted a large number of netizens to discuss enthusiastically. The former employee of Starbucks in Japan said that in the case of a latte, Starbucks has the same amount of espresso as a small cup and a medium cup, and only two espresso can be served by ordering a large cup, so it is not recommended to order a medium cup, so there is a reason why your partner often advises you to raise the cup.

The regular order is Tall (medium cup), Grande (large cup), Venti (oversized cup). Starbucks' small and medium cups do use only one espresso, while large and extra large cups use two espresso, mainly for flavor and proportion considerations.

The bottom liquid of Cabo, latte and mocha is 1-2-2, and Furebai is 2-3-4.

Medium: one espresso (45ml)

Large cup: two espresso (90ml)

Extra large cup: two espresso (90ml)

After adding the espresso, fill the cup with milk. Since both small and medium cups have only one espresso, the proportion of medium milk will be much higher, so there will be a big difference in taste between medium and small cups.

When many netizens heard the news, they said, "No wonder there is a medium cup that tastes very light." if you have gained knowledge, you will not order a medium cup in the future. "

@ LT: I am a domestic Starbucks partner. We all advise customers to add three yuan to a large cup, and customers still think we are selling hard? A showdown, it's you who lose, and you earn Starbucks.

Former Starbucks employees tell you the whole strategy of ordering food:

1. You can save 3 yuan with your own cup.

2. You can choose caffeinated or non-caffeinated drinks.

3. Choose the concentration of your coffee and ask the waiter to add an extra ESPRESSO for you.

4. Optional syrup, you can choose to remove the vanilla syrup from your vanilla latte or replace it with other flavors, hazelnuts, almonds, caramel. Add whatever you like. But there is a charge.

5. Choose milk for coffee. You can have soy milk, skim milk, semi-full-fat and semi-skim milk.

You can inform the waiter at one time when ordering the above requirements.

I'd like a drink here, decaf, double, almonds, skim milk, especially hot, medium latte.

In recent years, the coffee industry is developing faster and faster, and there are more and more shortages of baristas. as a result, the rapid development of the industry leads to a mixture of good and bad talents. many people who enter the industry begin to wonder, is this the right way to go in the end? How far can the career of this industry go?

Every barista is not easy, originally wanted to make a good cup of coffee for guests, now every day is to sell zongzi, moon cakes, star cards, marketing drinks, if forced sales, if I am a customer, it will more or less bring some bad experience to customers.

Moon cakes will be sold soon. Are you in a panic?