Silent Cafe sends a message late at night to save itself! Under the epidemic, how to adjust the operation of cafes?

On June 14, a silent coffee shop posted a message entitled "Please rest assured that we are still alive." But. It triggered a retweet discussion among netizens, and the number of readers of this article reached 8w + overnight. This coffee shop, located in Shanghai, is the first and only coffee shop certified as a Chinese social enterprise, and its baristas are mainly people with hearing impairment.

The article said that the epidemic in Shanghai had a great impact on the coffee shop with its own particularity. although it resumed the market, the cessation of eating in the restaurant made them helpless and greatly affected their business income.

On the one hand, the stop of eating in the hall makes silent baristas unable to carry out offline activities and courses related to community building. If you promote live through the platform, but also because there is no traffic and the platform is too high, so that online activities appear to be a drop in the bucket.

On the one hand, because most of the people in the store are hearing impaired, even if they open a takeout service, they can not hear the voice message, let alone get through to the contact number of the delivery boy.

On the other hand, because everyone wore masks during the epidemic, silent baristas could not hear guests clearly and could not receive messages through lips, thus hindering the communication between baristas and guests.

In the second half of the article, the shopkeeper shows the business situation after the resumption of the market in Shanghai. 0 income 0 passenger flow, if this continues, whether the store can continue to operate has become the most worrying issue. As a result, every employee in the store was in a state of anxiety.

Baristas recalled 12 moving moments in Shanghai in the past few months, recorded them by hand with illustrations, and created an original theme hanging ear coffee set. Therefore, I hope to continue to run the coffee shop through original action and self-rescue again.

Under the epidemic, there will always be a soft-hearted god to give everyone hope, as of the deadline, the hanging-ear coffee set has sold nearly one week. Overnight, countless warmth from strangers brought hope to the coffee shop and comforted the silent barista's helplessness and despair in recent months.

The person in charge of the store also said in an interview with other media that there were no layoffs in the coffee shop during the most difficult period of the epidemic. The original article was not expected, but because there were a lot of unknown people to forward it for us, our products were able to sell well.

The business situation of the store has also improved a lot in the past two days. Although we can't eat in a restaurant, 50 or 60 guests come to pick it up every day. And the shop has also been supported by the policy, applied for rent exemption, but also can temporarily let go of this big stone.

Under the epidemic, it is not easy for everyone, and there are many times when things are not what people want. When things happen, we can only adjust the state of mind, adjust the business model, and be prepared to save ourselves. There are many coffee shops can not survive, rent is on the one hand, unwilling to jump out of the comfort zone is on the other hand.

The epidemic is constantly changing everyone's consumption habits, and the demand of consumers is gradually changing from "to store" to "to home". Therefore, it is very important to join the takeout platform! Can let the brand have more exposure opportunities, but also can have a higher anti-risk ability in emergencies.

It should be noted that even if takeout earns very little, it is necessary to ensure the quality of each cup of coffee in order to win the guests' trust in the brand. Then with offline discount activities, or takeout points printing activities, when collecting a certain number of stickers / cards, you can go to the store for a drink and encourage guests to come to the store to feel the products of the store.

In addition to the gradual transformation of the consumption scene, coffee consumers' demand for coffee is also gradually changing, from buying a cup of coffee to making their own cup of coffee. On the one hand, the public demand for coffee is not high, as long as it is comfortable to drink; on the other hand, the cost of making their own coffee is relatively low, and they can have a cup of coffee anytime and anywhere.

Therefore, in addition to online takeout and offline discounts, we should also launch peripheral products such as hanging ears, coffee powder, coffee beans, freeze-dried powder, prefabricated coffee liquid and so on as soon as possible. "do-it-yourself coffee" will become the mainstream of coffee consumption, and you can't just focus on the products of the store.

I believe every manager knows that this business is not easy to do, but since we insist on opening the coffee shop, it proves that we have enough feelings and the courage to stick to it. Keep the clouds open to see the moon, I believe that in the general environment, we can find a way to stick to it, but also become stronger!

"come on!"

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