I just want to buy a cup of coffee! Coffee shop menu can not be so complicated!

Would you like to buy a cup of coffee? Let's start with a little test:

"how many coffee products are there, please? What's the difference between Americano and lungo? "

I don't know if you have ever walked into a coffee shop and asked for a cup of coffee, and then the clerk will recommend you coffee with a variety of roasting degrees and flavors. And you don't understand a word. When you just want a cup of coffee, do you think of such a meme in your mind:

From Starbucks' medium cup and large cup to the coffee shop's ordering culture has jumped to the detailed introduction of individual coffee beans, for those who don't know anything about coffee, but only want to order a cup of coffee, it's not easy to have a cup of coffee.

There is no coffee on the coffee shop menu, the recommendation and introduction of coffee starts from the degree of roasting. For experienced coffee lovers, it is something to be proud of, because more people begin to pay more attention to coffee itself.

However, for coffee rookies, or those who are not interested in coffee knowledge and just want a cup of coffee, such a menu undoubtedly means that they have launched outside the coffee shop.

As this excerpt from the film and television said, I want a cup of coffee. I don't talk about the degree of roasting or flavor, but it's so difficult to get a cup of coffee.

Code clerk as a coffee industry practitioners, in daily life will often only want to drink a cup of coffee, without any specific requirements or ideas. Go to the coffee shop and ask the barista to make a cup of coffee recommended by ta. However, every time after saying this, basically start to be "cross-examined" … From baking degree-production area-flavor-taste-concentration. Start a round of questioning.

For a guest who doesn't know what he wants to drink, such an inquiry is like killing one's patience and increasing anxiety. But in fact, many questions can be concise and to the point, just get to the point. Nowadays, coffee shops pay attention to professional and meticulous service, but they do not adapt measures to customer conditions. Not everyone who drinks coffee has an in-depth understanding of coffee culture / knowledge. If a thing must be explained and communicated from a very professional point of view, it will only result in more people giving up on it.

The coffee market is getting bigger and bigger, and more mass consumers will be needed in the future. Making the same simple thing too complicated will only make people less aware of what you are doing. Coffee shop signs do not have the word coffee, coffee shop menu there are too many coffee choices, even a cup of coffee, but also be cross-examined.

For whether a store / brand can leave a good impact on customers, and whether coffee can be accepted by more people, simplicity and conciseness are often the most important. The explanation of coffee is too professional and complex, and it will only make many consumers who don't know anything about coffee at a loss. Of course, you can't just fool around.

Photo Source: Internet

Video source: Tiktok alexeykolb