To tell you the truth, does Starbucks have a small cup or not?

Big Cajun: Luo Yonghao once filmed a detail of Starbucks in his microfilm Pony. He pointed to the medium cup and asked the waiter to ask for a medium cup, but the waiter said it was a large cup, while a small cup was called a medium cup at Starbucks. So, does Starbucks have a small cup or not?
Starbucks, as a foreign enterprise, is divided into four cup types: Short, Tall, Grande and Venti according to the local cup type, which corresponds to small cup, medium cup, large cup and super-large cup (small cups are only for hot drinks, but ice drinks are not small).
Whether it is Starbucks' Beverage Resource Manual, the stock of materials in each Starbucks store, or Starbucks' cashier system, the Short cup or small cup has not been given up. All Starbucks partners know the formula for small drinks, there are small beverage cups in the back area of all stores, and all Starbucks cash registers can make small cups of cash register. It's just that the small cup doesn't appear on the menu board as a cup.
So the question is, why doesn't Starbucks put Short on the menu board?
From the perspective of marketing psychology
In a store, there are three kinds of beer to choose from: 2.5 yuan high-end beer, 1.8 yuan mid-range beer and 1.6 yuan cheap beer. 80% of people will buy 1.8 yuan beer, the rest will buy 2.5 yuan beer, and no one will choose the cheapest beer. Later, they removed the 1.6 yuan beer and replaced it with a 3.4 yuan beer. Most people choose 2.5 yuan beer, a small number of people choose 1.8 yuan beer, and about 10 percent choose the most expensive 3.4 yuan beer. We don't like the feeling of being cheap, and we don't like to be cheated. Since we are not sure how much the goods are worth, we will avoid prices that are too high or too low.
Businesses will take advantage of our preference for moderation against us. Now do you understand why Starbucks only has extra large, large and medium cups, but not small cups?
Considering the cost of production
The cup, holder (which has gradually disappeared from the market) and the lid of the short cup are all tailor-made. The profit is obviously not as good as the larger cup type.
In terms of beverage profit
In addition to water in a cup of American coffee is espresso, small, medium, large, super-large four cup espresso (Shot) are: 1, 2, 3, 4. However, even drinks that require only one shot will produce two shot in production, and more than one shot will usually be discarded.
In espresso drinks containing milk (such as lattes and cappuccinos), the Shot of Short and Tall is also 1, meaning that a little more milk can be sold for 3 yuan more. Obviously, for Starbucks, the short Cup doesn't make much sense.
To sum up, you can guess why the Short was not put on the menu.
Note: some of the materials are compiled in Zhihu netizens. I would like to express my thanks here.
Source: Aijiahui
- Prev
There are 10 reasons why you like coffee, which ones do you have?
1 Coffee is the best warmth for single dogs, without a lover, they have no choice but to hold up torches (Oh no) is it enough to hold warm coffee in their hands? (?) of course it's better to have coffee with your TA. 2 Coffee is charming, coffee is often charming, and coffee with your TA makes you more powerful! Because coffee has caffeine.
- Next
The science of eating sugar and salt coffee
Daily sugar limits the advisory committee of the u. S. dietary guidelines recommends that daily sugar intake be limited to 10% of total daily calories, specifically, adults should eat no more than 12 teaspoons of sugar a day. Interpretation: the sugar here refers to the sugar added artificially in the process of food processing, including in the production of beverages, cakes and other foods, not food.
Related
- Remove the perimeter! Naixue's largest flagship store in the world quietly closed!!
- Manner Co-branded Cup is a literary style?! Netizen: I almost didn't recognize it
- How to make bubble ice American so that it will not spill over? Share 5 tips for making bubbly coffee! How to make cold extract sparkling coffee? Do I have to add espresso to bubbly coffee?
- Can a mocha pot make lattes? How to mix the ratio of milk and coffee in a mocha pot? How to make Australian white coffee in a mocha pot? How to make mocha pot milk coffee the strongest?
- How long is the best time to brew hand-brewed coffee? What should I do after 2 minutes of making coffee by hand and not filtering it? How long is it normal to brew coffee by hand?
- 30 years ago, public toilets were renovated into coffee shops?! Multiple responses: The store will not open
- Well-known tea brands have been exposed to the closure of many stores?!
- What are "nourishing beans" and "waking beans" in coffee? Do the coffee beans have just been roasted and need to be left for a while before sealing?
- Hunting for surprises?! Aunt Shanghai launches "Xiao Gong Ju Doll" causing controversy
- New progress! Starbucks selects buyers for its China business?!