I'm sorry, we actually sell coffee-you have no idea how difficult it is to run a coffee shop.

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In recent years, coffee shops in China have been booming. When coffee shops were mentioned in the past, chains of "green mermaids" immediately emerged. With the deepening of people's understanding of coffee and the gradual improvement of their culture and knowledge of coffee tasting, many young people in China have begun to set up their own brands and set up different coffee shops. In the past, if you wanted a cup of freshly ground espresso but didn't want to visit a chain store, unless you were in the center of a first-tier city, it was really difficult for you to find an independent coffee shop to buy a cup of coffee.

Independent coffee shop owners usually focus their products on their own coffee beans, and in order to make their customers feel the difference from other stores, they will carefully buy coffee beans or pay attention to the baking of coffee beans. The bosses / baristas will also try their best to introduce their coffee to each guest so that they can remember it and enjoy it later.

However, the difficulty of running a coffee shop than other catering industries is that it is expensive and has fewer product changes, such as using Italian coffee machines, hand-brewing, crushing, cocktails, or brewing (ice drops / cold bubbles, etc.). Coffee, this product, will inevitably be resisted by people at night (but in fact, a cup of espresso has a very low caffeine content). To be a coffee shop, not to mention making a lot of money, even if you pay monthly rent, it will be a bigger headache than other catering industries. As a result, bosses will add other products to the store in addition to coffee, hoping to boost their revenue and increase a little bit of profit. From the first cake and sandwiches to spaghetti, salad and All Day breakfast. Coffee has even changed from the protagonist to a supporting role. Even other coffee shops that choose curve to save the country have developed upstream and downstream to engage in baking and training, and have been transformed into their own roasting coffee shops, studios, and training courses, and even the nature of their business has changed.

Ask ourselves, when we go to a coffee shop, if their food is average, but the coffee is good, we will set the shop to "come in when you have a chance to pass by and want a good cup of coffee." if the food in this shop is delicious, but the coffee is not the kind we like, we will "Don't order coffee next time, but the food is delicious, and we'll try other food next time." Over time, the coffee may still taste good in the coffee shop, and the food that is better than coffee will inevitably become a curry shop.

Can the coffee shop only sell coffee? Who wants to be mangy with hair? Those who choose to be coffee shop owners rather than milk tea shop owners or hot pot shop owners will definitely remember what their goals and expectations were when they opened the shop. But in this day and age, everything has to be bought and sold in accordance with the laws of the market. People who can persist in focusing on one thing are certainly worthy of respect, and those who can't hold on do not mean that they are not pious and loving enough. it may just be that the conditions are limited or the methods are wrong. For those who insist that "coffee shops only sell coffee" and can not support the final collapse, you can say that they are "cute", or you can laugh at them as "inflexible", but you can not deny or obliterate their focus and dedication to coffee. For the coffee market, they are just a group of losers who witnessed fierce competition and lost the wasteland, but for coffee, they are always a group of staunch and devout believers.

Chain coffee shops have long known that they are not selling coffee, but speed and function, and customers need to be refreshed. But sorry, it is naturally best to meet customers' demand for caffeine and food at the same time. What many independent coffee shops want to sell to everyone for the time being is actually coffee, which is the kind of "feelings" between shopkeepers and customers. In the final analysis, independent coffee shops only use exquisite decoration and different themes to tell customers the story behind the coffee, selling an attitude towards life, but also every cup of coffee, every detail, the guests can feel that everything does not have to be fast, we can actually slow down and taste it quietly.

So, the next time you come across a small coffee shop that is still stubbornly "only selling coffee", you might as well spend more time to understand and know the story of the shop and share it (because next time it may be gone …... ).

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