Coffee shop operators take a look at Starbucks Coffee "driving away guests"

If you do a survey among white-collar workers, what is the sideline you most want to run? The answer is likely to be "open a comfortable coffee shop". But do literary and art white-collar workers know that of the 10 cafes in the Chongqing market, only 2 are profitable and half are losing money!

It is strange that Starbucks, which also looks very "qualified" and artistic, why does it earn hand cramps? Recently, some netizens have exposed Starbucks' unknown secret: drive out guests and improve the overturning rate! What? A cafe is not a fast food restaurant. Is it really good to do this? With doubt, the reporter recently visited Starbucks stores in Chongqing to find out.

Starbucks does not drive people to turn over the stage, and the rate is very high.

On October 9, the reporter visited Starbucks North City Tianjie Store, Huanghua Store, and Times Tianjie Store. During the three hours of observation at Starbucks Huanghua Store, only four customers stayed for more than 2 hours. At the peak of the noon period, there were 30 seats, and 2/3 of the people stayed for only about 10 minutes.

Did Starbucks drive away guests on purpose? No. Why did the guests leave? A student in the third year of Nankai Middle School told the reporter that he would never ask for a cup of coffee to sit all afternoon. "the stool (high wooden stool) has been uncomfortable for a long time."

Even so, it does not affect regulars' following of Starbucks. Among the 10 customers randomly interviewed, Starbucks was chosen for convenience and brand recognition. A barista at Starbucks' Huanghua store told reporters that according to his observation, customers usually stay in the store for no more than an hour. However, he believes that it is not the store that is urging customers to leave. "most of them are office workers and students. They are relatively busy and will not stay long." However, he also said, "if a customer is sedentary, we will take the initiative to ask the customer whether he or she needs other products or services according to a certain period of time."

An industry source who does business with Starbucks told reporters that Starbucks North City Tianjie Store may be the best coffee retail store in Chongqing at present. "Coffee and beverages alone should sell more than a thousand cups a day." The turnaround rate is self-evident.

Be an operator rather than an artist

Unlike Starbucks "say one thing and do another", many local coffee shopkeepers with literary dreams have been brought to the ditch by the leisure concept shaped by Starbucks. An industry source told the reporter that from the current market situation, three to five of the 10 coffee shops in the Chongqing market are losing money, only two are making a profit, and the rest can basically maintain their income and expenditure.

"it is true that this situation exists. Many people pursue the tone of literature and art and forget that they are opening a shop." Wu Jing, who has been in the coffee industry for many years, said that there are many people in the industry who devote their feelings regardless of cost to create leisure time. As a result, "how can a shop that allows customers to" have a cup of coffee for an afternoon "pay the rent?"

"the turnaround rate is very important to the profitability of coffee shops." Wu Jing analysis, for a coffee shop, rent and labor costs are rigid, the cost of a single cup of coffee is certain, sales determine the profit margin.

In fact, Starbucks'"bad tricks" have long been an open secret of the retail industry. "Starbucks is just doing what an operator should do." Hu Yu, founder of the bean sprout coffee chain, told reporters that Starbucks' practices are common in the retail industry. In the supermarket, soothing music is usually played when there are few customers, while when customers are concentrated, fast-paced music is played so that people can't help but speed up the progress.