Japanese coffee Doutor invaded Mudu and was more popular than Starbucks for three years.

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Doutor landed in Shanghai

Recently, I saw Foodie revealed that Durtor Coffee will open near Shanghai Wujiang Road subway station at the end of July. This is the first store of Chinese mainland. Finally, it will make a strong landing in Shanghai at the end of the month.

Japanese National Coffee that is popular in ins

Known as the number one coffee brand in Japan, the Doutor coffee shop, which already has more than 1200 chain stores, attracts elderly Japanese. Its price is very low, the environment is not flashy and elegant, and customers are allowed to smoke in the store. In the situation of economic depression and depressed income, people are attracted by the low price of Rodorun. With a 56-year history in Japan, it has surpassed Starbucks in popularity for three consecutive years. The national coffee "Doutor coffee" Rodolun Coffee, which is all over the streets of Japan, is called Japanese National Coffee.

Doutor-the growth story of the first European coffee shop in Japan

In April 1980, Rodolun No.1 was born in Harajuku, Tokyo. The business philosophy of "for people's ease and vitality", coupled with the characteristics of "cheap", "fast service" and "taste as good as a full-service store", as well as the image of Japan's first European-style coffee shop, Rodolun's offensive is like mercury. It can't be stopped.

The first is the price policy. the price of a cup of coffee is nearly half less than that of coffee shops and is more acceptable. The second is the taste and atmosphere, cheap can not cut corners, from coffee to bread, sausage, to the decoration of the shop painting, decoration of flowers, appliances, lighting, cleaning and other links are all carefully designed, implementing the "let customers like" principle.

Rodolun's business philosophy has been affirmed by customers and has developed into the largest coffee shop chain in Japan. The number of stores in Japan is expanding at a rate of 100 stores a year, and a large chain of 3000 stores will be formed in the future.

In addition to the over-the-counter chain stores, Rodorn has also tried a new full-service approach, opening an authentic original coffee shop, Le cafe Doutor, to meet the diverse needs of customers. In addition, in order to improve the quality of coffee, the company is accumulating the development of a 670000 square meter estate in Kana, Hawaii, to develop it into a stable coffee bean supply base in order to steadily provide high quality coffee. In the next step, in order to ensure the supply of food raw materials, we will also consider establishing supply bases in Japan and other parts of Asia in the form of sole proprietorship or joint ventures.

Bird plume Hirodo (Toriba Hiromichi)

To build the Roadorn Coffee Kingdom, the founder of the Roadorn Cafe is the 70-year-old Toriba Hiromichi, who has now ceded the post of president of Doutor Coffee Co Ltd to his son, Bird Yufeng. But he is still the guide and supreme decision maker of the kingdom of Lodorum.

Bird Yu was born in Fukaya,Saitama, Saitama Prefecture, in 1937. He left his hometown at 16, came to Tokyo to work alone, and became the manager of a coffee shop at the age of 19. Since then, he went to work in a cafe in Sao Paulo,Brazil, Brazil, and learned how to make all kinds of coffee.

In 1962, Bird Yu, who had returned to Japan, started a coffee processing and marketing business. In 1971, Bird Feather went to Europe (Europe) to investigate the trends of the coffee industry in various countries. On the Avenue des Champs- É lys é es (Paris) in Paris, Bird Yu was filled with longing when he saw people standing in front of the counter drinking coffee and eating bread, and he firmly believed that one day the Japanese would do the same.

In the view of Niaoyu, the rise of coffee in Japan is due to the weather and man-made. After the end of World War II, Japan's economy is in recession. Coffee is a luxury and a kind of high-end consumption in Japan. At that time, the per capita consumption of at least 300 to 500 yen for a cup of coffee, plus snacks, reached 1000 to 2000 yen. At the end of 1970s, after the rapid growth of Japan has entered the era of popular consumption, coffee has got rid of the image of luxury goods and become a mass consumer goods into daily life.

"I kept asking myself, why did I open a coffee shop?" he recalled. What is the effect of a cup of coffee? Finally I understood my mission: people need a place to communicate, and their hearts need to be adjusted. I need to provide such a place for people to communicate, so that more citizens can go into the cafe and provide people with relaxation and vitality. " With a sense of mission and business philosophy, Bird Yu began to design Rodoran's social training, policies and systems.

In order to let more consumers go into a relaxed and lively environment and drink mellow and delicious coffee, it is necessary to create a relaxed and casual atmosphere in the store. Bird Yu personally designed the pattern of the cafe, which made customers feel relaxed and warm when they walked into the cafe.

At the same time, we will fully implement the low price strategy. A cup of coffee in Rodorun costs only 150 to 200 yen, plus snacks, the per capita consumption is only 300 yen, which is several times the price of other cafes. This change has made obvious changes in people's lives, not only cheaper coffee, lower consumption, but also a better environment, thus changing the way people drink coffee, that is, changing people's consumption way of life.

Bird Yu founded Japan's first self-service coffee shop chain in Tokyo in 1980 and has since been unstoppable. Today, the Lodorum coffee chain has spread all over Japan, becoming the first chain coffee brand kingdom in Japan and the second in the world.

Hot INS National Coffee

In Japan, people have to take pictures and sign in when they go to Doutor. Just like in China, when everyone goes to Starbucks, they have to show their Logo photos as a souvenir. There are already 10 weeks of related topics on ins!

Price is close to the people

In Japan, there are not as many milk tea shops as in Shanghai, and Starbucks is not full of streets, but Doutor coffee can be found everywhere, all over the subway and crowded places. It is said that in the surrounding South Korea, Taiwan, Malaysia also has a number of Doutor, the price is also very close to the people.

Unlike other well-known coffee chains, the price of Doutor is not high, it can be said to be very civilian. A small caramel cappuccino costs only 260 yen (about 16 yuan)

Strawberry French toast (RM15.90= about 26 yuan)

Caramel French toast (about 26 yuan RM15.90=)

Peanut butter chocolate

Pork chop sandwiches are also popular in Doutor.

Netizens said: when you come to Mordor, is the price so common?

Gangzhen, I prefer independent cafes in Japan to these chain coffee shops.

Part of the picture source: Foodie Shanghai