Friends call Starbucks Coffee Culture is almost gone! All because of the star ice music?!

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A few days ago, Howard said at a Starbucks investor briefing that ice drinks now account for more than 70% of Starbucks' sales. in order to better meet customers' demand for ice drinks, Starbucks will launch newer and faster equipment for making cold extract coffee and Frappuccino, with fewer steps and timing for making popular cold drinks.

Star ice music products have been loved by consumers since they were put on the shelves. At first, Star Frappuccino was launched to provide guests with more ways to drink coffee, so the coffee was made and sold as a smoothie. Later, in order to satisfy more guests who came to Starbucks and didn't want to drink coffee, more decaffeinated Frappuccinos were gradually introduced.

The new generation of consumers are becoming more and more fond of sweet drinks. Starbucks beverage developers in different countries and regions will launch Star Frappuccino products with rich tastes and attractive shapes and colors according to the tastes of local consumers. Therefore, Frappuccino also occupies the C position of Starbucks cold drink sales.

With the increasing demand for cold drinks from millennial customers and the pursuit of taste innovation, Starbucks has become the best-selling product in all regions, so Starbucks has been increasing its research and development in recent years.

However, in order to make the Frappuccino look better, the steps of production will be slightly cumbersome, and the increase in orders will also reduce the communication and connection between baristas and customers.

Starbucks also said that many baristas quit their jobs because of the increasing orders for drinks with tedious production steps, and customers were confused because of the long time taken to make drinks, resulting in increased psychological pressure on baristas.

So at this briefing, Howard said that Starbucks has developed a new beverage system-Siren System, which specializes in making Frappuccino and other drinks that need to be blended. The new system will use custom ice dispensers, milk dispensers and faster blenders to speed up the production of cappuccino and other cold drinks.

Starbucks said that with the new equipment, baristas can make mocha cappuccinos in 36 seconds and 13 steps, while the current system takes 87 seconds and 16 steps, and other cappuccinos and ice drinks will take less than half of the time. Baristas can have more time to make other drinks and communicate with customers.

After the latest announcement of the new system, a Starbucks partner said in an interview with the local media that it would be better to directly launch a generation of automatic Starbucks machines, so that baristas only need to press buttons and be responsible for hanging cups and decorating.

Some partners say that more complex technologies are accompanied by different cleaning procedures and equipment maintenance. And if the automated machine of the new system breaks down, it will take longer to make drinks.

Some partners said that Starbucks' coffee culture is weakening, and now the new products have gradually become cappuccino / cold extract coffee, baristas have fewer opportunities to show coffee production to guests, and guests pay less attention to Starbucks classic coffee. I like to chat with customers in the process of making coffee, but now I often make cold drinks with my back to the guests.

Some store managers who have worked at Starbucks for many years say many people come to work in the hope of learning more experience in making and managing coffee shops by working at Starbucks. But what has been learned at Starbucks today cannot be used in independent cafes, which is also a disappointment to many partners.

Starbucks will attach so much importance to the innovation of cold coffee and Frappuccino products because of the strong plasticity of these two products. Starbucks has always attached great importance to customized products, hoping that through the increase or decrease of raw materials / ingredients, customers can get a cup of products that are more in line with their personal tastes / customer expectations.

The traditional espresso products are not very malleable and can only be changed by flavor syrup, but they are not very attractive visually. And Star Frappuccino as a crushed ice product, with different materials, can produce a more colorful, more beautiful level of effect, the taste is not limited by espresso.

Cold-extracted coffee is refreshing and mellow, and it is also suitable for a variety of materials. Cold-extracted coffee can be the main body of a special drink and a supporting role. Different collocation can make the finished product show different levels of effect, and can attract customers' attention to the product.

On the other hand, Starbucks will choose to launch more cold drinks because more and more customers are using the takeout service. When hot coffee is delivered to guests, it is easy to change the taste and overall taste of the coffee because of the change in temperature. Although the ice drink will also change, but the overall taste and taste is not as obvious as the hot drink.

According to Starbucks's briefing of the United States and Starbucks China's 2025 Strategic Vision for China, Starbucks will strengthen its convenience services around the world in the future, such as takeout distribution, express delivery, etc., which will be one of Starbucks' important actions to find new customers and increase sales.

The innovation of cold drink products, update the production system, can further ensure the production speed of products, but also further ensure that every cup of product to the hands of customers has a stable performance.

The dividends in the future coffee market mainly come from millennials and new middle-class groups. While they pursue health, they also pursue good-looking and fun things. To meet the needs of this group, it is necessary to understand their interests and interact closely with them. Constantly launch new products and new ways to respond to the demand.

Photo Source: Internet