Popular Cafe Management Tips| How coffee shops create reasons why consumers have to come

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According to incomplete statistics, at present, the number of coffee shops in China has reached more than 100,000, in addition to the coffee giant Starbucks, which led the way in the early years, the emerging brand Luckin Coffee, which is eager to catch up, and coffee chains such as convenience stores that are silent all over the streets. there are more independent coffee shops in the city waiting for "love around the corner". It is also a place where coffee lovers linger. Although China's coffee culture started late, it has a great momentum. It can be said that China's local coffee culture is gradually taking shape.

Whether it is the charming flavor of true love coffee or the leisurely time of nostalgia for cafes, many coffee lovers' hearts are transferred to the enthusiasm of opening cafes, which has further promoted the vigorous development of the domestic coffee industry.

But coffee shop entrepreneurship is not as good as you think.

With the trend of coffee consumption becoming more and more stylish and boutique, cafes have gradually become a symbol of fashion, attracting more and more young people to join the ranks of cafes with warm blood and feelings, and fantasize about making a cup of boutique coffee for their bosom friends, or pulling out a perfect coffee flower by the sunny window. But wait, is opening a cafe really as handsome and romantic as you think?

First of all, to "open" a coffee shop, you have to prepare at least 20-1 million yuan, and this is just an opening. Follow-up operations have to account for at least 30,000 to 40,000 yuan a month in order to break even between profit and loss. If calculated according to the average unit price of 30 yuan, it is equivalent to at least 1000-1500 regular monthly visitors in order to survive, not to mention further profits.

Secondly, the vast majority of coffee shop entrepreneurs are owners, shop managers, shop assistants and floor-sweeping aunts, one worth 18 copper people, regardless of whether they will die suddenly or not, and whether they can take into account the quality of products and services, even if they can survive, it will be difficult to expand outward. Rolling in coffee beans every day, there is really no time for handsome and romantic. therefore, although there are many unique and eye-catching specialty cafes in China, most of them can only operate in the form of a single store. it is difficult to develop into a large-scale chain brand.

Of course, there are rich second-generation families who are rich in minerals, or entrepreneurs who are good at financing to join the operation of cafes, but being able to grow big does not mean it can be sustainable. At present, for the chain coffee brands that can be called on the market, except for Starbucks, which has been the leader for several years, and the new retail coffee that has sprung up as a new force, some other established chain coffee brands are either facing brand aging and stagnant consumption growth. it is the problem that the number of consumers is rising but the brand impression is weak. The lack of obvious style positioning and differentiation, there is no way to brighten the eyes of consumers, leave a deep impression, is a common challenge for all small brands. Even if it still maintains a certain amount of consumption because of its long-standing popularity, it may be gradually forgotten by consumers or eliminated by other new brands because of its lack of bright spots in the long run.

So, in countries with higher coffee consumption, what are the successful and attractive business secrets of the local popular cafes in the paradise of real coffee lovers? Stones from other mountains can be used to attack jade. Let's explore it together.

Japan. Tokyo | Koffee Mameya

Stick to the tasting process and let coffee and baristas perform on the stage.

Japanese coffee has a strong atmosphere, and drinking coffee is like smoking is the daily life of Japanese people. In the quiet alley behind the bustling Taishen Road, there is Koffee Mameya, the only coffee bean specialty in Japan, founded by the well-known Japanese coffee expert, Tomoichi Kuo. Full of mystery and without any signs, people who visit for the first time are likely to turn a blind eye, because this is a space specially built for coffee lovers.

In a courtyard full of Japanese-style quiet aesthetics, a pattern of 36 small square stones stands on the wall, which not only identifies the brand, but also represents the "box" concept of coffee tasting by Guo Yourong: filling coffee beans in a box, let the barista concentrate on making coffee on the box, and let the guests taste the coffee in a simple space like a box.

After opening the door with the heart of a pilgrimage, I saw that the barista behind the bar was slowly entertaining a group of guests, while other groups of guests were quietly waiting in line. It turns out that no matter how many people visit, baristas always insist on "entertaining a group of people at a time", introducing coffee beans according to the process, making each cup of coffee by hand, and waiting for guests to taste it and exchange views. The coffee beans on the bar are squatting in the box according to the depth of baking, and the products corresponding to the same color cloth bags behind the bar are also neatly arranged on the shelf. A "prescription" will be attached after the purchase, and the barista will write down the brewing suggestions for the coffee beans, so that you can easily enjoy the good coffee even when you go home.

Germany. Berlin | Bonanza Coffee Roastery

Return the glory to the product, rigorous baking and perfect interpretation of German precision fetish

Berlin is famous for the integration of tradition and innovation, and it is also the forerunner of the third wave of coffee in Europe, represented by Bonanza, which is the first to promote boutique coffee. Bonanza, which started roasting coffee, with the concept of "Retro Innovation" retro innovation, combined with traditional and latest baking technology, supplemented by German unique rigorous attitude, meticulous repeated testing to create a unique coffee bean flavor. Its position can not be replaced so far, if you can only choose a cafe in Berlin, no doubt, it is Bonanza.

Bonanza has two branches in Berlin, and in recent years it has opened a flagship store that combines a bean baking factory with a coffee shop. Its exterior is a brick-red factory building, while the interior is a minimalist modern design, dominated by white and wood colors, supplemented by a large number of mirrors and plants, with laboratory rigor without too much distance. There are not many fancy service designs here, but every guest who walks in believes that they can get a good cup of coffee, and perhaps return to the original intention and focus on doing one thing well first, which will be the best indicator of the start-up of a business.

Czechoslovakia. Prague | M / J á lek k á vy

Outline the interest by experience, blindly test the taste of coffee and return the touch to the taste buds

When it comes to coffee-loving countries, the Czech Republic does not immediately come to mind, but the exotic streets of Prague are indeed crowded with cafes, large and small. There is a coffee shop in Prague that uses the world's Fairtrade coffee beans and is famous for its own roasted coffee beans, which means "my coffee". The shopkeeper must be proud of his own beans. M á j á lek k á vy is located in the Carlin district on the outskirts of Prague, far from the old city full of noisy tourists, but really feel Prague in the idle streets.

The special single-product coffee package featured by M á j á lek k á vy is made by hand with three different coffee beans. In particular, after the waiter brings up the coffee, it is different from other stores to explain in detail which cup of coffee beans is what. Instead, they mysteriously invite customers to play a guessing game first, with the flavor of three kinds of coffee beans written on the paper. Let coffee customers taste carefully and guess which cup is which coffee beans. A small game can make customers have a good time. This is a very smart approach, not only to allow guests to taste the changes in the taste of coffee more carefully, but also to be proud of the quality of their own coffee.

Learn from foreign well-known cases to find the soul for your own cafe.

If you want to have your own coffee shop brand, in addition to capital and operational ability, create reasons for consumers to come. Whether it's coffee that tastes so good that it doesn't make sense, a service process that is so interesting that you want to play every day, an amazing experience that is so handsome that you want to marry his store manager and scare your hands. The real key is to keep them firmly stuck in your cafe; the former is the basic condition for survival, while the latter is the soul that the brand can operate for a long time and cannot be replaced.

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