What is the difference between Starbucks selection and ordinary Starbucks Coffee menu in 2019

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What is Starbucks selection?

Starbucks is Starbucks Reserve, and the word "R" in its Logo is taken from the meaning of Reserve. Starbucks Zhenxuan is committed to bringing carefully selected, rare high-quality coffee beans to coffee lovers, and combined with the unique design of Zhenxuan stores and the skilled skills and enthusiastic performance of coffee masters, to bring an unprecedented Starbucks selection experience for coffee lovers.

What is Zhenxuan ™?

Starbucks selected ™, or Starbucks Reserve, to position itself in the high-end coffee bean market. The word "R" in its logo is taken from the meaning of "Reserve".

It began in the United States and Canada in 2010, and its first coffee beans came from Galapagos, Ecuador. After that, the product line has been expanded and has entered Japan, the United Kingdom, the Netherlands, Poland, South Korea and other places. In the Chinese market, Zhenxuan brand has opened 45 stores in Shanghai, Beijing, Chengdu and other cities.

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What are the characteristics of the selected ™?

First, position high-end, peddling only top coffee beans

The Zhenxuan series locates the high-end market and has higher requirements for coffee quality, emphasizing the careful selection of coffee beans, a small number of coffee producing areas and unique flavor, selling only the top 3% of coffee beans purchased by Starbucks in the world, and will launch different categories in season.

Second, exclusive hand-made coffee to create a hall for coffee lovers

Zhenxuan store has set up its own hand-made coffee table, and coffee masters wearing black aprons will be the first contestants to brew these coffees, showing consumers the unique charm of R-prefix coffee.

The semi-open pattern also creates a private coffee theater for coffee lovers, allowing customers to have more communication and interaction with coffee masters. Customers can not only understand the historical story and flavor characteristics of Starbucks selected ™coffee, but also learn how to brew coffee from coffee masters. In the future, it also plans to build its own coffee classroom. In this way, a simple cup of coffee gives more humanistic meaning.

Third, store design, so that you have the impulse to kill time

In addition, the stores sold in the "Zhenxuan" series have special store layouts, including door handles and exclusive menu boards, which have been redesigned.

Walking into the Starbucks Zhenxuan ™store, you will be shocked by the visual experience that shows the mellow aroma of coffee. Wood floor wall, log Open Bar, natural smell of wood structure, multi-floor sensory experience, empty and leisurely atmosphere.

Chengdu Taiguli flagship store

In addition to the natural color of the log, what catches your eye is black. In fact, in the coffee industry, black apron represents the title of coffee master, so black also reflects more professional coffee knowledge in a certain sense. Starbucks selected ™to use black as the theme color of its stores and cutlery, which also conveys its relatively high quality concept to consumers.

Elegant and leisurely environment, professional and rigorous atmosphere, high-end sensory enjoyment, such boutique design experience, Starbucks ™may be an important reason for people to have a drink and kill time!

Design appreciation of Starbucks selected ™stores

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The selection of ™is a symbol of Starbucks' return to taste

Select coffee beans, high-end pricing, exclusive labor, and customer perception. All these give Zhenxuan ™series special brand attributes, focusing on the high-end niche market. The emergence of such a brand also strengthens and enriches the brand connotation of Starbucks "I represent (good) coffee".

For the high-end market, in the face of the impact of other chain coffee brands represented by South Korea and comprehensive expansion, Starbucks' existing chain of ordinary coffee has been unable to meet. Even in first-tier cities such as Beijing and Shanghai, Starbucks is no longer a symbol of taste.

The emergence of this high-end boutique makes it not only have a broad mass base of chain stores, but also include high-end people in niche markets, successfully pry a wide range of consumers from low-end to high-end, and obtain greater market demand. So here's the problem:

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