Starbucks employees have coffee beans to encourage store and employee personalization

CCTV, December 3 (Reporter Zhang ao) according to the Economic Voice "World Company" report, the first wave of cross-border experience of the "Corporate Club", a number of guys from finance and the Internet accompanied the editor to visit the largest Starbucks in Beijing.

Starbucks in Kerry Center has two floors. Because it is a flagship store, it is specially decorated with rugged logs, rough hemp rope, and Chinese-style water tanks, magnetic stools and pastry molds. There are many office buildings nearby, and many people come here to coffe break and do business. Our cross-border experience is led by the Starbucks store manager, which is particularly conspicuous in the crowd.

Company person: my name is ruby. I work in the nearby Wealth Center and do audit work.

Company person: my name is Guan Zixi. I have an insurance job in Yonganli. I am more interested in the coffee shop.

Company person: Hello, I'm Yang Peng. Dr. Peng does Internet access. I work a little far away from Yonghegong Lamasery, but the nature of my job is for sales, so I go in and out of the office building every day, and when I may talk to customers, there is a coffee shop to go to the coffee shop.

Starbucks Coffee Master: Hello, everyone. I am a partner in this store. I am very pleased to bring you the coffee tasting of Christmas today. This coffee is originally a coffee we launched at Christmas. Then the biggest feature of this coffee is that we use old Indonesian coffee beans. We choose the best coffee and put it in Singapore for 3 years. Its aroma will become more intense. It smells like cedar.

Starbucks baristas drink one jin of coffee every day.

When you come to Starbucks in winter, of course you have to have a cup of coffee first. Kevin, the coffee master of Starbucks, brews Christmas coffee by hand, and the ground coffee beans are placed in the filter paper above the glass container. As Kevin slowly pours the hot water down, the aroma of coffee comes to your nostrils.

Company man: I don't quite understand. We think it tastes the same. How do you tell whether coffee is good or bad?

Coffee Master: in fact, there is this process. We have been drinking coffee for 13 years, and I feel the same way with you in the first 10 years. I can't tell whether coffee is good or bad, but it also has an advanced stage, from the instant at the beginning to the later domestic machine filter cooking, they will drink at first but not strong enough, but later, when you drink more and more, you will find a situation, the difference between a cup of coffee and another cup of coffee, for example, when you drink coffee, you will find other aromas in it. It turns out that coffee is not only bitter, but also has the kind of acidity, body and mind is very pleasant, very sweet kind of acid, after a while we find something called aroma, fruity or similar to chocolate.

Office worker: can you sleep when you drink like this every day?

Coffee Master: not bad. We just drink more than one jin a day.

After getting to the bottom of the matter, the friends asked that the coffee master Kevin used to be a piano tuner. Because he loved coffee so much, he later joined Starbucks and became a barista. Now, in addition to making coffee handmade with guests in the store and studying how to make coffee more delicious, he also gives regular coffee lectures.

Starbucks encourages store personalization and hopes to stay more in the store.

Starbucks, headquartered in Seattle and founded in 1971, is the world's largest coffee chain. They have their own coffee bean producing areas, stores with wifi, coffee, desserts and mugs, they never advertise, but they are highly aware of the brand and have a lot of heavy "star fans" that drink one cup a day.

For Starbucks' way of doing business, there is another problem for those who participate in the cross-border experience of the "Corporate Club":

Starbucks manager: Hello, my name is Luo Baojun. My English name is John. I am the manager of this store. Welcome to our store.

Company person: because Starbucks is chained, can it be decorated in different styles?

Starbucks manager: basically now you will find that all Starbucks stores are not exactly the same, for example, like some other varieties, called chain completely unified, Starbucks requirements are relatively free, regardless of the feeling of standard replication, it can make customers feel very relaxed, so there is no need for every store to design exactly the same, but as a whole, there should be absolutely something.

Company person: I think this is a question of standardization and personalization. The decoration style of the store can be personalized by these factors, including whether each store of the staff will be different from each store. It seems that in foreign Starbucks, such as going to buy coffee, it will write down the customer's name.

Starbucks manager: well, in fact, Starbucks is committed to making customers enjoy personalized service, like you said that name, in fact, I know that many stores in Beijing are also implementing, that is, in order to let partners remember the names of guests, what is his favorite drink, what is the purpose, in order to let you come next time, Mr. so-and-so, will you still drink your drink? It feels like this cup of coffee is specially made for you. Because some guests have some special requirements, such as no cream or some syrup, or skim milk, no foam, I can remember your hobby, next time you don't have to say this again, there is the dress of our partner in this store, in fact, every partner is not exactly the same, they all ask the partner to choose and buy the style he likes. But the request can make the guest feel very comfortable. Required to wear a bowler hat and a shirt.

Although drinking Starbucks, but the friends have not been bought off by Starbucks, from time to time there are very sharp questions.

Company man: because other people have asked before that Starbucks stools are specially made so that customers can not sit for too long and say that it is hard. Today, I specially observed that this chair is not hard, its back is hard and short. Is there really such a reason?

Starbucks manager: I have never heard of your question. I know the kind of high chair you are talking about. in fact, you may personally think that the design is very good. It is absolutely in accordance with the angle of the mechanical design of your human body. It is actually very comfortable. Although it is very hard, it is very comfortable to sit up.

Starbucks has always believed that they provide a third space that is different from the family and the company. Its environment, desks and chairs are different from work and family places, making everyone completely relaxed. Many guests like wooden pedals and sit and chat with baristas all afternoon. Starbucks welcomes customers to stay for a while, but many stores are opened under office buildings, but most office workers are take away.

Small partners from the company, including insurance companies, sales of communications companies, and four major auditors, ask questions from different angles:

Company person: when eating in the store, many coffee shops will give magnetic cups, but many Starbucks are paper cups, which feels a little less romantic.

Starbucks manager: the company, including me, specially encourages customers to make porcelain cups if they use them in the store, one for environmental protection and the other for a cup of coffee. If the porcelain cups drink with a sense of weight, Starbucks advocates environmental protection. Another move is that if guests hold their own cups, they can have a discount of two yuan, which is also one of the ways to support environmental protection.

People are also interested in the benefits of Starbucks clerks, who can have two free drinks a day during working hours, as well as extra drink coupons to give to family and friends. More importantly, both part-time and full-time Starbucks clerks own Starbucks coffee bean stock and share the company's earnings.