Burst the order! The "take-away cup" activity of Manner coffee led to the closure of many stores.

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Manner, a domestic boutique coffee chain, recently celebrated its seventh anniversary. in response, Manner's official Wechat tweeted that "only send but not sell, limited to 150000" event tweets, saying that for five consecutive days from November 17-"one cup with a limit of 68 yuan can be given to anyone who orders."

Manner divides the event into two stages, with Shanghai from November 17 to 21 and other cities from November 22 to 26. The event is limited to Meituan / ele.me takeout platform orders, Manner Mini Program and on-site orders are not available.

After the start of this activity, consumers flocked to place orders, resulting in the explosion of orders in many stores. Recently, there have been media reports that many Manner stores have been shut down intermittently due to a surge in orders and insufficient supply.

From the takeout brands, we can see that some stores have raised the starting price, although most of them still stay at 30 yuan, but the distribution fee has been as high as 7.3 yuan, and even a few stores have raised the starting price to 50 yuan or 80 yuan.

On social platforms such as Little Red Book, the discussion about Manner's event is crazy, with some posting orders to share the joy of their own wool, and some netizens complaining that takeout orders have been cancelled by stores for no reason and delivery time is too long.

In the post on this related topic, there were a large number of similar complaints and comments: "if you can't afford an activity, don't show off!" ... This cup is probably made of crystal, "angry by this wave of marketing early in the morning", "marketing with cheap cups every time", "all closed!" Don't play if you can't afford it! " Manner will never buy again. In fact, its performance-to-price ratio is getting lower and lower, so it is better to drink Ruixin.

In fact, this marketing campaign, which seems to be full of slots, is the cleverness of Manner!

Manner is an offline consumer store for most consumers. After all, bringing a cup of latte for 10 yuan is so delicious. As a coffee consumer, he has also participated in many marketing activities of coffee brands. Most brand activities are participated in offline stores, after all, for most brands, offline interaction can have a more direct sense of experience.

The seventh anniversary of Manner, which started offline, actually only does online takeout activities, which seems to see Manner's "ambition" to speed up the development of the takeout market.

It is understood that this is not the first time that Manner has "flipped over" in marketing activities. before that, Manner has held many activities such as giving away surrounding areas, bringing its own cups for free, and giving away benefits. It has also caused consumer dissatisfaction due to insufficient supply in stores, long queuing time, limited stock of gifts and other reasons.

According to public information, Manner Coffee has opened 538 stores nationwide since it opened its first store on Nanyang Road in 2015, and Manner has expanded 344 stores this year alone, based on a total of 194 stores at the end of last year.

This year, Manner is constantly trying to break through the year, under the capital support, Manner crazy to open stores, early in 2022 "3 days, 10 cities, 200 stores", but also officially launched the takeout service, hanging-ear coffee also logged on Douyin, JD.com, Tmall and other e-commerce platforms.

It has also partnered with L'Or é al's high-end skin care brand Helena, electric car brand Tesla and luxury brand LV, perhaps in the same mentality that birds of a feather flock together, and Manner has been working with these brands that attach great importance to brand value. Recently, there have been rumors in the coffee market that Manner plans to list in Hong Kong.

Some people in the industry pointed out that the equipment of Manner stores are semi-automatic coffee machines, the degree of standardization of operation is low, but the threshold of operation is higher, and the corresponding baristas also need a longer time to make, so the company's genes do not support the large-scale promotion and marketing activities of 'instantaneous burst single'.

Photo Source: Internet