Why is Starbucks so expensive? Because you drink not only coffee, but also...

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Many people like to drink Starbucks, its charm sweeps the world, when it comes to chain coffee shops in China, everyone will think of Starbucks first. However, every time I chat with coffee makers, they always look disgusted when I talk about Starbucks: "Starbucks is so low and expensive, it all depends on commercial hype!" Isn't Starbucks exploiting farmers? "Today, let's discuss why Starbucks, which has such a bipolar evaluation, is crazy about the world. What is so powerful about it?

How much does Starbucks invest outside of coffee?

Starbucks has always invested a lot of budget in advertising and marketing, which must be an obvious fact for all to see. The purpose is nothing more than to let consumers understand its brand and story better. When you are free to go to Starbucks stores, you should pay more attention to the Starbucks periodicals next to the counter. This pamphlet for customers to take at will has exquisite designs, brand stories and seasonal themes. And introduce the public welfare actions done by Starbucks around the world.

In addition, Starbucks is very particular about the equipment and decoration in the coffee shop. In order to increase the efficiency of our staff and stabilize the quality of coffee, we do not hesitate to spend a lot of money to buy a fully automatic coffee machine, and use MAHLKONIG VTA 6S commercial bean grinder (commonly known as elf in our industry) just for bean grinding machine, which is a very professional choice.

If you look at Starbucks from other places, you will find that in order to improve customer service, they also use very good POS machines, accompanying card membership systems, as well as high-cost paper bags, cup covers, cup holders, and even details such as knives and forks used for dessert. we can see that Starbucks is improving service satisfaction regardless of cost.

The most important thing is the education and training of employees. Starbucks' technical function system is very sound. Ordering a drink at Starbucks can make you feel at home. This is an enterprise that attaches importance to customers and their own image.

But... Why do baristas hate the smell of Starbucks?

Here comes the crux of the problem! Coffee proprietors generally dislike the taste of Starbucks. What should I say?

Personally, I think the taste of Starbucks can only be described as "very stable". Regardless of the producing area and climate factors throughout the year, it will not have much impact on the flavor it provides. Starbucks' ability to fix flavor in a certain flavor range to familiarize consumers with its taste is a business strategy that provides "certainty" (much like McDonald's) and is perfect for large chains.

However, it is this fixed formula and baking techniques that other baristas criticize and complain about, because the baking techniques and beans used by Starbucks can give the drink a slightly roasted flavor, but when the taste is fixed, it tastes like non-characteristic caramel and charcoal, which is actually the flavor that most coffee beans can show. And the taste in the roundness can also be easily made.

So the problem is that at such a price, it only brings such a mediocre, fixed flavor, which will lead to the dislike of the coffee industry, because the "better flavor" coffee is supposed to be more expensive. How in Starbucks, "mediocre" coffee is getting more and more expensive.

But when you realize this, please recall what we said in the first paragraph, do not ignore the many costs of Starbucks, because just to achieve the challenge of "fixed flavor", the cost of machine selection and hiring experts is staggering; even if Starbucks uses standard formula beans, it also needs a group of experienced experts to study. Don't forget that what Starbucks wants to do is a chain coffee brand that is acceptable to most of the public, rather than a personalized, difficult-to-control specialty store.

Every time you drink Starbucks coffee, you drink not only the coffee, but also the whole store, cups, advertisements, and even the whole brand.

The corporate responsibility of Starbucks

Finally, I really want to talk about this topic. Although I have never been an employee of Starbucks, I still appreciate Starbucks' corporate responsibility, and even hope that as a member of the coffee industry, I will be able to fulfill these social responsibilities one day.

Environmental protection

These two words should be familiar to everyone, and it should be taken for granted from "garbage does not fall to the ground" to "household waste sorting" in daily life, but for enterprises like Starbucks, environmental protection is a project that costs hundreds of times more time and money than daily families. From finding more environmentally friendly recycled materials, protecting trees and the ecology of producing areas, to using recyclable materials as packaging for goods and take-away drinks, and thinking about how to increase the proportion of customers bringing their own environmental cups, this will take a long time to change and resolve.

two。 Purchase of coffee farmers and producers

In recent years, both Starbucks and other large enterprises have paid attention to the consciousness of "better quality of life in the producing area" in the purchase of raw coffee beans, and a better standard of living is the greatest wish of every farmer who grows coffee to survive. Therefore, "transaction transparency" and "fair price" are the concepts that Starbucks has been committed to promoting. In addition to improving the quality of its own products, it can also enable hard-growing soybean farmers to get reasonable transaction prices, resulting in a win-win situation between supply and demand. This is a very important concept of social balance.

Conclusion

In fact, my comments on Starbucks are mostly positive. After all, I often run outside. I need to find a place with no meal time restrictions and sockets to deal with my work. It is very difficult not to choose Starbucks. In fact, this is also Starbucks' long-standing brand philosophy: "the third good place to create a home and office." "

You will find that the purpose of Starbucks in creating the environment is to make you relax and sit for a long time. If you often go to Starbucks, you can also carefully observe the conversation of the service staff. In fact, it is all designed. From gentle greetings, smooth ordering, product recommendation, repeating customer orders, and drawing cordial smiling faces on cups, you really can't just regard Starbucks as a beverage store.

I hope this article will give you a better understanding of the world's largest coffee chain. Of course, Starbucks has a richer history. I will tell you more stories in the future.

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