The traditional cafe is too traditional, how to break it? How to shape the image of coffee brand?

Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style)

When there is competition in all industries, unless you have a very strong brand core competitiveness, how can traditional cafes seize the essence to build core brand competitiveness in an environment where the marketing battlefield is changing faster and faster?

At present, traditional cafes seem to have micro blog, outdoor, flyers, Weixin Official Accounts and other channels, but from the customer's perspective, there is basically no feeling, consumers in the information asymmetry, lack of professional judgment ability, why think your coffee is better than technology and quality?

Traditional Cafe

How do you define this traditional cafe? In my opinion, a coffee shop selling coffee alone generally belongs to a traditional coffee shop. Of course, this is not to say that it only sells coffee. It may be accompanied by some cakes, desserts and the like, but it also belongs to the traditional type.

I make my coffee delicious, I make my dessert exquisite, okay? I make coffee to perfection, and someone comes...

So, this is the idea of the average cafe owner, thinking too traditional! So, many traditional cafes just don't make money ~~ Today we refer to a case:

Cross-border Cafe FIKAFIKA

--One--

Brand positioning: Nordic style

In 14 years, Wangjing SOHO appeared a Nordic style coffee shop named FIKAFIKA, 40㎡ size, decoration style is mainly Nordic style, aiming at the needs of the middle class design and production, coffee and snacks also use Nordic raw materials and production methods, goods are so, store furnishings are also. Sofas, tables and chairs, lamps, coffee cups... all used in the store are basically Nordic brands, and the cost of all appliances in the store is about 800,000 yuan.

Coffee and meals are also all "Nordic". Coffee beans, for example, come from Tim, a Norway barista, who uses the Nordic tradition of medium-light roasting to make each cup of coffee available in the shop have the imprint of Nordic nature and are full of unique flavor

The salmon in the Nordic specialty sandwich is imported from Norway. For the pursuit of Nordic cuisine, FikaFika is also 100% restored, and on this basis, there are more innovations and special flavors.

At the beginning of business, the revenue of coffee and meals accounted for relatively high. With the promotion of Nordic culture in the store, the commodity revenue in the store had jumped to 95% of the whole turnover. The coffee shop once had the highest daily revenue of 60,000 yuan. Of course, it not only sold coffee, but also included the commodity revenue in the store, such as the surrounding Nordic products, Nordic furniture, Nordic tableware, Nordic clothing and so on.

--Er--

Offline Cafe + Online E-commerce Platform

FIKAFIKA's goods are also sold on e-commerce platforms, using the offline coffee selling + online Nordic style product model, introducing how Nordic people live through their own public number FIKA Nordic life, Nordic diet stories, highlighting brand labels, and only when you represent a very clear word in consumers 'minds will you have profits.

According to Pencil Road data, in Changying Store, the passenger flow ratio of commodities, coffee and meals is 2:5:3, but the revenue ratio is 5:2:3, and the per capita consumption is 200~300 yuan. FIKAFIKA sells coffee and commodities in the same space through the theme of Nordic culture, and contracts many Nordic brands, including Design Letters, muuto, iittala, Kosta boda, Orrefors, etc. More than 50 brands, in fact, are a new form of space utilization called "Fusion Space".

Simply put, it's not coffee.

With coffee shop as the carrier, it also collects rich and diverse Nordic household fashion products, and carries out agent sales and marketing work with many Nordic brands. Online revenue is far more considerable than offline coffee shop revenue.

--three--

Offline Cafe + Online E-commerce Platform

Coffee shops (restaurants) operating products are quite diversified, there are all kinds of hot and cold drinks, Chinese and Western snacks, coffee noodles and coffee supplies... Products such as more than 100 kinds. It's not easy to afford a shop by selling coffee alone,

Some traditional cafes, still not clear about their own positioning, sell coffee without making money, then start selling spaghetti, sell this and sell that, and finally do not make money, because they do not give customers a clear impression of what kind of coffee shop your cafe is.

The most successful and effective innovation to build brand core competitiveness is to successfully apply the concepts they pioneered to completely different fields. Clear positioning is to do a good job in product and brand online promotion.

Finally, coffee marketing.

Coffee marketing is knowing how to make money by selling coffee, but not limited to making money by selling coffee alone!

Coffee is to rely on the volume to win profits, if you do not understand marketing, do not understand survival, traditional cafes die too traditional.

Photo source: FikaFika