Netizen: what's wrong with Manner, 50 lattes?!
Some time ago, Manner Coffee announced the second stop of the tour series-Sanya, Hainan. According to the official introduction, it is hidden in the Addison Hotel in Sanya, with a warm wooden space as a whole. And there are also free art exhibitions to visit, and drinking coffee gives seaside vacations more fun.
In addition, Manner has prepared a different menu, including a selection of hand-made, SOE coffee, special coffee and other drinks. It can be said that the store has a collection of seaside, vacation, coffee, art exhibitions and other factors, so it has also attracted a lot of customers and tourists.
Many consumers who sign in at the store are scared by Manner's special menu because the drinks on this menu are too expensive! Completely beyond the awareness of customers who like Manner about Manner!
In the eyes of many consumers, Manner focuses on performance-to-price ratio, the price of the drink is not high, if you bring your own cup to buy, the drink can also be cheaper five yuan. Therefore, there are many netizens who like Manner. The netizen who went to Sanya is a fan of Manner, saying that he felt kind when he saw Manner's storefront and did not hesitate to order a latte. When he checked out, he learned that it was a 50-yuan latte instead of the 15-yuan latte he usually drank.
And the netizen said that the latte itself did not drink the difference with the usual 15 yuan latte, saying that it could only be regarded as paying for the environment.
Look at the price list sent by the customer. Manner Sanya Flash Store uses a selection of SOE coffee. There are three types of SOE beans to choose from. If you choose the American way, a small cup of 237ml costs 45 yuan, while a latte has two options: a small hot cup 237ml and a large ice cup 355ml, both priced at 50 yuan. On the other hand, the selected special coffee is only available in large cups and the price is between 55 and 60 yuan. The selection of hand-made coffee has a choice of small and large cups, priced between 70 and 200.
Customers who often spend money on Manner are shocked to see this price list. The main reason is that it usually consumes a regular latte or American style in Manner, which is between 15 yuan and 20 yuan. And ordinary stores also have the choice of soe coffee beans and ordinary hand-brewed coffee, the price is only 20-25 yuan, and the price difference of 45-50 in Sanya store is 2 times!
Such a high price caused a heated discussion, many netizens said, "Why is it so expensive?" I was going to bring my own cup, "what?" "it's so expensive". Some netizens also pointed out that the Manner is located in the Addison Hotel in Sanya and is one of the "top ten" hotels in Hainan. The room of the hotel is sold at 2000 yuan per night in a high-end hotel with an inch of gold. If it is priced at 15 yuan a cup, "how many cups do you have to sell to pay the rent"?
In fact, manner has always been positioned as affordable boutique coffee, mainly in small stores, the price is usually between 15 and 25 yuan, and has repeatedly launched joint IP, gift surrounding and other activities to attract a large number of customers, and now begin to develop some high-priced and high-quality coffee products, can not help but guess that they want to separate conventional and selected stores like Starbucks, so as to enhance the influence of the brand.
If so, such high-priced Manner stores are likely to increase in the future. But in terms of the current coffee price war, it remains to be seen whether Manner's pricing differentiation can attract customers to pay the bill.
Source of picture: network
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