Change strategy! Manner may be open to join!

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Yesterday, China Entrepreneur Magazine reported that a recent rumor that "Manner may be open to join at the end of March this year" circulated among Manner baristas.

It is understood that a number of baristas said that Manner has recently done internal research on open membership for employees-if Manner is open to join, are employees willing to participate?

They revealed that the news of opening up to join came from Manner Coffee CEO Jin Binbin. "what he said in the partner group, he also sent a questionnaire on his intention to join, but then disbanded the group." Another barista said that Manner has not yet announced that it will be open to join, but has asked employees before.

A source close to Manner confirmed that Manner had conducted a survey of employees on their willingness to join, but "only internal research, there are no plans to open up for the time being."

Although Manner denied the plan to open up to join, the reporter learned from a number of Manner employees that the internal survey questionnaire was distributed a year ago, and Manner does want to let go of joining, probably in mid-March or the end of March, but there is no notice yet, specifically need to pay attention to official account.

As for joining fees, companies and employees seem to be testing each other. Some employees revealed that Manner did not disclose the franchise fee set by the enterprise in the questionnaire, but only roughly asked whether the employee had the intention to join, which city he intended to join and the expected fee.

"our employees are also on the sidelines. At present, we already have Manner in the position we want to open, so we can only find other places with good traffic." An employee said that Manner also asked them if they wanted to open a store in their hometown, but employees said they were not sure about opening a store in third-and fourth-tier cities. "We also want to join, but so far there is embarrassment in the store, it still depends on the specific fee for joining," he said.

At the end of 2023, the number of Manner stores directly operated at that time had exceeded 1200. Zeng boasted that the number of stores would reach 2000 by 2024. But at the end of 2024, Manner officially released its official summary that it had opened 666 new stores in a year and revealed that "the 2000th Manner is coming".

(left: Manner December 2023 announcement, right: Manner December 2024 announcement)

Excluding the impact of closures, the number of stores at the end of 24 years was at most close to 1900, according to Manner's official figures. Narrow door data show that as of February 12, the number of Manner stores in the camp is 1712, while the data monitored by the Qihai brand shows that there are 1763, both of which fall short of the brand's target.

(the picture on the left shows a screenshot of the narrow door dining eye, and the picture on the right shows a screenshot of the monitoring of the Qihai brand.)

Among all the domestic chain brands, Manner currently ranks fifth in store size, followed by Lucky, Cudy, Starbucks and Lucky Cafe, respectively. In other words, among the top five brands, only Manner and Starbucks are in the form of direct marketing.

Last year, Starbucks was interested in exploring new business models, including strategic partners, which were seen as a sign that "it may be changed to a franchise model". Now Manner also has the intention of opening up to join, which is not surprising in the eyes of people in the industry.

Professionals believe that Manner has been operating directly for so many years, which has a lot to do with its source of funding. Prior to this, the brand side after many rounds of financing, single store valuation of tens of millions of yuan, it can be said that the capital is abundant, there is no need to open to join. But if Manner changes his mind and decides to change from direct operation to joining, the reason may be that the logic of development and the source of funds have changed.

However, the person pointed out that the joining model is more suitable for low-line cities and county areas, while the tone and positioning of the Manner brand is actually more suitable for first-and second-tier cities, so in its view, Manner's shift to the sinking market may not be welcomed by local consumers.

Picture from: network screenshot

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