Blue Bottle Coffee opens second shop! The queue must be arranged!

On August 5, Blue Bottle Coffee, known as the "Apple of Coffee World," officially met with you at the second store in the mainland of China (Jing 'an Kerry Center Store).

Previously, Coffee Workshop had followed up on the second store. The first blue bottle coffee in the mainland of China officially opened on February 25 this year. It took only one week to open the store. The location of the second store was exposed by netizens.

In fact, Blue Bottle Coffee has never restricted its location. Hu Jun, general manager of Blue Bottle Coffee Greater China, once said in a media interview that where coffee drinkers are, we will open the store. The location of Blue Bottle Coffee covers different types of locations such as communities and business districts.

Unlike the first store located on the bank of Suzhou River, the second store is not located in a building full of historical stories. It is located in the bustling Jing 'an Nanjing West Road business district. The upper and lower floors cover an area of more than 500 square meters and provide about 160 seats. The consumer group tends to be white-collar office workers.

However, Blue Bottle Coffee emphasizes that each store design is unique and integrated with the surrounding community and buildings. For example, a Blue Bottle coffee shop in Brooklyn, New York, USA, specially designed many spaces for baby carriages to facilitate parents who often take children for walks in nearby communities.

Therefore, even though it is opened in modern reinforced concrete, Blue Bottle Coffee's second store integrates elements of traditional Chinese architecture from it, taking traditional Chinese roof tiles as design inspiration and extending them to space, materials and meals. More than 13,000 hand-fired clay bricks are used in the store, which are used in bar, stairwell walls and second floor space. Through the design of materials for the carrier to show the local history and culture, bring a unique sense of space immersion.

Preparations for the second Blue Bottle coffee store in the mainland of China actually began as early as early March this year. However, unfortunately, Shanghai entered into a multi-month epidemic prevention and control management at the end of March, which affected the progress of preparatory work.

Shanghai's first Blue Bottle coffee store was also affected by the epidemic, suspended from mid-March until May 3, when community group buying services were opened, and resumed on July 1. Different from the initial opening period, there is no long queue outside the store after the resumption of dining, and the time for face-to-face communication between customers and baristas is extended as much as possible.

August 5,, Shanghai's second blue bottle coffee store opened on the first day, There are Shanghai media to visit the site found, At about 9 a.m., There have been many customers waiting in line at the door, To punch a stream of young people. However, compared with six months ago, the first store queued for seven hours to enter the grand occasion, Jing 'an Kerry Center store also needs to queue up on the first day of opening, but the queue time has been greatly shortened.

Little red book netizens share their experiences, join the queue in the afternoon, it takes about 25 minutes to enter the store, but the first floor has already been packed, there is an empty table on the second floor.

At present, blue bottle coffee products sell for between 28 yuan and 50 yuan, American coffee for 32 yuan a cup, latte coffee for 42 yuan a cup. It can be seen that compared with Manner, which is spread all over Shanghai, the price of Blue Bottle Coffee is much higher. On the one hand, Blue Bottle Coffee has high brand awareness, and on the other hand, Blue Bottle Coffee has a unique product experience.

Now, Blue Bottle Coffee's second store has opened, not only not involved in the price war between domestic coffee brands, but also continued the route of "niche simplicity + boutique".

Image Source: Internet

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