How can GouBuLi and Haagen-Dazs occupy the coffee market and compete with Starbucks?

Sometimes we go to Starbucks for a cup of tea or a sandwich. Over the past few years, the coffee giant has been actively changing its single brand image: buying New York tea brand Teavana, opening light food stores, launching more new tea products, and even selling beer, wine, baked vegetables, scones, etc. (of course, these products will not appear in domestic stores for the time being.)

In the eyes of the most coffee-loving Americans, Starbucks has become a new choice for tea, with its tea products growing at an annual rate of 15%. Of the impressive $4.56 billion in revenue in the second quarter, same-store sales of tea in North America grew by 1%, accounting for 14.2% of the total growth. If you think about how many new products Starbucks has launched in the coffee field in the past quarter, you can see how hard it is for tea to achieve such a result.

While Starbucks is gradually expanding its business from coffee to more directions, more and more non-traditional coffee brands are flocking into the coffee market. Some of them have tested the waters with one or two new coffee products, some have opened special stores, and others like McDonald's have turned the sale of coffee into an ongoing business.

McDonald's: McCoffee, not only sell coffee

McDonald's is the first fast food brand to start the coffee business. It started selling coffee as an independent store in Australia in 1993, but did not expand globally until 2007. At the beginning of entering the Chinese market, McCafe fresh brewed coffee was only used as a product in McDonald's restaurants, and it was not until 2010 that there was an independent McCoffee restaurant in Beijing, Shanghai, Guangzhou and Shenzhen.

Now, McCoffee has become a new choice for many people to have a cup of coffee, and the store design with dark brown tone and white handwritten logo is also quite eye-catching. Here, you can drink a cup of freshly brewed coffee at the price of Starbucks 2Accord 3, although there are not many kinds of coffee, but there are regular concentrated, gourmet, cappuccino, latte and mocha. If you want something else, McCoffee also sells matcha, milk tea, green tea or snow ice, followed by a muffin and cheesecake. Is there a feeling of coming to Starbucks at McDonald's?

KFC: enter the coffee market at a low price

After watching other people's business get better and better, KFC did not make up its mind to sell coffee in the Chinese market until this year: at least 2500 KFC stores across the country will offer freshly ground coffee products by the end of 2015. and store decoration will also be upgraded.

In KFC's view, there is no need to launch an independent brand like McDonald's, but simply be direct and affordable: provide customers with classic coffee choices such as American style, latte, mocha and cappuccino with a price starting from 10 yuan. Although it looks a bit monotonous, it is undeniable that the little red cup of KFC Coffee is quietly appearing in the street. For customers who just want a cup of coffee and don't ask so much, KFC is clearly an easy and money-saving option.

In addition, the fast food giant is also working on coffee containers, and its British company has experimented with a coffee cup made of biscuits, wrapped in sugar wrappers and coated with white chocolate, which you can eat after drinking the coffee. If this coffee cup can be popularized on a large scale, it may make more people choose to go to KFC to buy coffee.

Pizza Hut: do you sell coffee? Try to open a cafe-style concept store first

When it comes to selling coffee, Pizza Hut has its own plans. Although its Dean Roland Coffee is also famous, pizza is probably the most memorable product, so recently the brand plans to change its style and image and open a new cafe-style concept store in Hong Kong, Pizza Hut Super Delco.

This concept store has changed the process of sitting down and ordering and waiting for food in ordinary Pizza Hut stores, but allows customers to buy coffee and sandwiches at the counter, and the store area is also relatively small, taking a relaxed, casual and exquisite route. Some special desserts are also served in the store. Selling coffee may not be the most important part for Pizza Hut, but it may be a good way to change the brand image by selling coffee.

Next, Pizza Hut plans to open more such stores in Hong Kong, and most of the locations are located near residential areas, and the possibility of opening to other cities or regions in the future cannot be ruled out.

Haagen-Dazs: selling colored coffee to the post-90s generation

If Starbucks is selling tea to change the image of a single coffee brand, Haagen-Dazs is selling coffee to tell people that it is not just an ice cream shop. On the pedestrian street of Nanjing West Road in Shanghai, Haagen-Dazs officially opened its first coffee shop in the world last week (next door is Starbucks), while brightly colored coffee has become the main product in the store, with tastes including matcha, vanilla, chocolate and so on.

Of course, Haagen-Dazs coffee also has its own ice cream properties, which is not only related to materials, transparent glass coffee cups, colored coffee products are unique, in order to attract the post-90s-in Haagen-Dazs's view, this group of people will be the most important coffee consumers. And Haagen-Dazs is partnering with Italian coffee brand illy.

At present, the single coffee shop has become an important project for Haagen-Dazs, and there will be a new place to drink coffee in the future.

GouBuLi: he owns all the Gao Le Ya coffee in China.

Tianjin Goubuli Group has become a catering company selling both steamed buns and coffee after it won the permanent right to use the Chinese territory of Colorado, Australia's largest coffee chain, last year.

In the Colorado coffee shop, coffee is the most important product, followed by fruit-flavored ice drinks, hot dogs, fried chicken, covered rice and other products. Although GouBuLi, who was born as a steamed stuffed bun, is in charge of the operation and management, the Gloria China team is still in charge of a group of coffee lovers, so things like "have a cup of GouBuLi coffee" will not happen.

Although Colorado currently has only stores in Tianjin, Shanghai, Chengdu and other places in China, its brand influence in the world can not be underestimated (anyway, she has won a lot of professional awards for coffee). And look at the feedback of many netizens on Weibo after field taste, all of which show that the quality of coffee is quite good. On the other hand, GouBuLi also said that in the future, it will strive to increase the number of Colorado coffee chains in China to 200 within five years by means of commercial cooperation and chain operation.

Of course, selling coffee is not just a monopoly of the catering industry. Earlier on, we have focused on a number of cafes from the fashion world, including GUCCI, Herm è S, agn è s b., VERSUS, and so on. Since the beginning of this year, we have repeatedly exposed the news that Ralph Lauren is selling food and BURBERRY is opening a coffee shop. It seems that selling coffee is becoming a new fashion for enterprises, and there are more different options for us.

From: Yangzi Evening News