Confusing behavior of coffee shop takeout: coffee and cup are separated.

Once upon a time, offline cafes were a good place to socialize, order a cup of coffee, sit in the shop, chat, watch videos, and spend a leisurely day. With the development of the times, people's pace of life is accelerating, but more and more cases are to open the takeout app to buy coffee.

For many Chinese coffee consumers, take-out coffee service has become an indispensable part of their daily life. Some large coffee chains such as Starbucks and Luckin Coffee enjoy the delivery services of Meituan and ele.me as well as some independent cafes.

According to Deloitte in 2021, China's consumer market has nearly 110000 cafes, 75 per cent of which are in first-and second-tier cities. In China's coffee market, the proportion of chain coffee shops is very low, accounting for only about 13% of the total number of coffee shops. That means 87% of independent cafes are small and sophisticated. In third-tier cities and below, the number of independent cafes is as high as 97%.

Without huge funds behind, and with the repeated outbreaks of COVID-19, take-away coffee has really become one of the daily necessities of more and more coffee consumers. Compared with milk tea, you can customize the ingredients and taste, while coffee is particularly limited.

Previously, take-out coffee has also been criticized for not being able to choose the concentration of coffee and the amount of milk. Due to the driving skills of take-out riders, there will also be the situation of throwing cups. Recently, these problems seem to have been solved to some extent. Instead of mixing the ingredients into a cup, separate a cup of takeaway coffee according to the type of raw material: a sucking bag for espresso, a larger bag for milk, and finally ice cubes in an ice drink plastic cup.

In this way, it not only meets the needs of consumers' hands-on experience, but also provides consumers with a visual effect experience that is rare in takeout coffee.

On the Little Red Book platform, you can find the sharing of this take-away coffee package, many of which are related to Yangzhou coffee brand HungryPuff. In fact, coffee takeout has long been used to deal with milk foam melting, ice melting, coffee flavor changes and other pain points. The coffee in the bag with espresso liquid in the mouth bag is more like an upgraded version of take-away coffee.

The emergence of bagged coffee is the same as that of convenience stores that have been popular on social networks, with small bottles directly inverted on drinks, changing the way they drink and their sense of experience. thus causing consumers to feel fresh about this new form of drinking coffee.

Originally, the take-out coffee sub-package is to keep the flavor in a better state, pay attention to its practicality. In this age of beauty, merchants have made great efforts on the appearance of the goods. In the new tea race track, there is such a law: if you change the package, you can be hot. Here, bagged coffee is also applicable. Exquisite and compact sub-packing containers, with simple text, patterns, etc., are perfect for taking pictures.

In addition, young people care more about participation and ritual than whether coffee tastes good or not. There is no lack of discussion about homemade drinks on the Little Red Book platform, from copying Lucky's raw coconut latte to replicating every drink on the Starbucks menu to innovative DIY coffee and milk tea. The sub-packaging of takeout coffee provides consumers with a hands-on opportunity to mix their own proportion and increase their sense of participation.

However, the repackaging of take-away coffee is not without drawbacks. Even if the espresso in the mouth bag can to a certain extent ensure the coffee's sense of hierarchy and reduce the loss of flavor. Some consumers want to be able to buy a certain amount of espresso in mouth bags at one time. However, after the coffee liquid is extracted and bagged for half an hour, the flavor is gradually lost, and the taste will be halved if it is stored in the refrigerator overnight.

In addition, the repackaging of take-out coffee means that multiple take-out packages will be produced, which gives rise to the problem of not being environmentally friendly enough. On the one hand, the coffee circle is promoting environmental protection and launching the coffee grounds around it; on the other hand, it is increasing the sense of consumer participation and producing more packaging.

Coffee products are constantly updated and iterated. I wonder what take-out coffee 3.0 will look like.

Photo Source: Internet

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