Less and less?! Many Costa stores quietly closed!

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Recently, a Zhejiang netizen posted a post titled "Ningbo's last regular COSTA store quietly closed", which triggered a lot of discussion.

It is understood that the poster owner found that the store that was closed was Costa Jiangbei Xinjie Store. Judging from the pictures, the store's door is locked and the equipment in the store has been removed. The classic British red sign is now only left with mottled traces left after its demolition.

The poster said that after Costa settled in Ningbo in 2010, it had 8 stores at its peak, but these stores have been closed one after another since 2020. It said that after the closure of the last regular store, Jiangbei Xinjie Store, Costa only had a hospital store and a transportation hub store in Ningbo. A person familiar with the matter in the comment area revealed that the Costa Yinzhou People's Hospital store may close until the end of the month due to the expiration of its service.

Seeing that the British coffee chain that has been deeply cultivated in Ningbo for 16 years gradually disappeared from the surrounding areas, many old users lamented, and memories of the past were recalled."When I was still studying, I had to save a week's pocket money before I was willing to go to the Yuehu Shengyuan family order a cup of double-eared dining cups.""It's a pity that his house is closed. The work is nearby. I often order a cup with my colleagues after lunch, but now it's gone."

At the same time, careful users noticed information on social platforms, saying that more and more Costa stores seemed to be closing across the country. In addition to the Ningbo stores shared by the poster owners, Shanghai Fenyang Road Store, Hangzhou Hefang Street Store, Tianjin Eco-City Aegean Store, etc. have all closed in recent months.

On the other hand, data from Jihai Brand Monitoring shows that Costa has opened 5 new stores in the past 90 days, but it has also closed 23 old stores, and the current number of stores in operation is 300. Although these data may be inconsistent with the actual situation, what behind the numbers is that Costa, which could have competed with Starbucks, no longer has its former glory. Instead, it has fallen into the embarrassing situation of being gradually forgotten and disappearing from the city.

In the minds of regular customers, the quality of Costa coffee products is not bad, and some products are even better than their peers. Many people are captured after trying once and become regular customers of a certain store for many years. Moreover, some consumers pointed out that the "third space" provided by Costa to customers is comfortable and pleasant, which is also one of the reasons that attracts old users to visit from time to time.

But unfortunately, perhaps the brand's marketing strategy is not suitable for the current consumer market, or perhaps competitors have sprung up to intensify competition in the coffee market. The Costa stores have no longer been packed in recent years, and the stores are deserted. As a result, the store's turnover cannot afford operating costs such as rent, utilities, and labor, so it can only be closed after the lease expires.

For regular Costa users, they know that "there is no banquet in the world that lasts forever" and that no matter how long a store is open, it will come to an end one day. But when this day comes quietly, looking at the empty coffee shop, I will still feel sad because of this silent farewell and lament that "my memories have just disappeared."

Picture from: Internet

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