Not even a bean?! Blue Bottle Coffee opens a new store again!

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Recently, the blue bottle coffee, which has always been a "Buddhist", seems to have suddenly "awakened" and accelerated its own expansion. In just a few months, there has been news of new stores and flash mob activities one after another.

A few days ago, Blue bottle officially opened in the first pop-up store in Singapore, and the store showed the minimalist style of the brand, and the wide space was filled with a variety of peripheral products printed with logo, attracting many local fans to go to the store to sign in and buy limited perimeter.

However, after walking around the pop-up shop, some customers found that the blue bottle pop-up shop did not sell coffee drinks. According to netizens who arrived at the store, although there are some equipment in the store, free coffee is only provided to guests from 12:00 to 12:30. If you miss the time, you will not be able to drink it.

In addition, the customer also found that although the store shelves are full of dazzling products, but most of these products are cups, brewing accessories, environmental bags and other items, coffee products have only one instant freeze-dried coffee powder.

This makes customers who want to try blue bottle coffee a little nervous, "what, not even beans? this is a bit of a pity", "not selling coffee?" it's not a coffee shop, "not even a team of baristas, like selling around a movie without a movie."

In addition to the flash activities launched by Blue bottle, baristas will also make drinks on the spot, so that coffee lovers can taste the special features of "Blue bottle selected Coffee," and even introduce limited drinks for local users to experience. As a result, you can often see long queues at the scene of flash events.

But according to the World Coffee Portal (World Coffee Portal), the blue bottle time-limited gift shop will sell instant espresso, drinking utensils and brewed coffee accessories, as well as coffee workshops and exhibitions. The exhibition will show the public its history of opening stores from the California Bay area to various parts of Asia, as well as the far-reaching impact of Japanese culture on the brand, officials said.

In the press release, Blue bottle mentioned that the store is the first step in the brand's plan to introduce the complete blue bottle coffee experience more widely to local coffee lovers, with emphasis on its instant coffee and matcha products.

However, the opening of a commercial coffee chain did not sell the coffee that admirers had in mind, but set up a venue to sell accessories and instant coffee. In this way, maybe the blue bottle bought by Nestl é for $3.3 billion has been incorporated into its system, even the products of the blue bottle itself have become less important, and more Nestle products of the blue bottle brand may be promoted later.

Many people said that their love for blue bottles is not the surroundings of these simple colors, but the brand's rigorous attitude towards coffee and stable production, so they rushed to the scene as soon as they heard that the first store had opened. I never thought that I couldn't even drink a cup of coffee at the scene, and I didn't want to buy coffee beans to try at home, so I had to go home empty-handed.

Some users believe that the significance of the official flash campaign for Blue bottle coffee should be to introduce the brand and related coffee products to more people, rather than putting the cart before the horse and becoming a store that only sells all kinds of brands and instant coffee.

Picture from: Internet

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