How is the coffee business of the catering giant?

Reason for experience: the rapid growth of China's coffee market has made catering bosses eager to get a share. Following McDonald's McCoffee, KFC launched freshly ground coffee in Beijing at the beginning of this year. Recently, Haagen-Dazs, famous for its ice cream, has also quietly entered the coffee market. How is the coffee business of these catering giants? Last week, Beijing Business Daily reporters had personal experience.

KFC "freshly ground Coffee"

Outstanding ratio of performance to price

At 7: 00 p. M. last Thursday, a reporter from Beijing Business Daily came to Anzhen Bridge East Store of KFC. From the stairs where two people can pass at the same time, you can see a "Coffee" sign facing the top of the stairs. KFC freshly ground coffee does not have a separate counter and seating area, and there is even the price of cola, fruit juice and other drinks on the freshly ground coffee price board above the ordering counter.

After a reporter from the Beijing Business Daily bought a medium cup of cappuccino, he saw a waiter go to a coffee machine on the right side of the counter, press the button directly, and later bring out a cup of freshly ground coffee.

Unlike the slightly dim lights of ordinary coffee shops, whether sitting in the center or corner of the KFC hall is very bright. About half an hour later, a male customer came to the counter with a piece of bread and ordered a cup of American coffee. He is one of two customers who bought freshly ground coffee after a reporter from Beijing Business Daily stayed in the store for an hour.

McDonald's McCoffee

Attach importance to user experience

At 3 pm on Wednesday, a reporter from Beijing Business Daily visited McDonald's Sweet Water Garden. McCoffee exists in the "in-store" mode of McDonald's restaurant, and there is a clear distinction between products, seats and personnel. Compared with the busy Hamburg counter, the McCoffee counter is very deserted, and there are neither customer inquiries nor service staff in front of the counter. Beijing Business Daily reporter waited at the McCoffee counter for about one minute, but no one paid any attention to it until he went to the counter selling hamburgers and asked about it on his own initiative.

When a reporter from the Beijing Business Daily bought a small cup of "espresso coffee" and turned to the bathroom, the staff asked, "will your coffee be made right away or when you come back?" and display the fresh milk that has just been heated from the microwave oven during the production process.

A reporter from the Beijing Business Daily observed that consumers usually go straight to the Hamburg area after entering the ordering area on the ground floor. Within an hour of the stay, only two customers ordered a dessert served at the McCoffee counter instead of coffee.

Haagen-Dazs coffee

Continue to have high quality

At 2: 00 p. M. last Friday, a reporter from Beijing Business Daily came to the Haagen-Dazs store on the first floor of Block E of the World Trade Center. Cloth sofa chairs and high stools, pink flower arrangements and red wallpaper set off a romantic atmosphere, while the Haagen-Dazs coffee billboard on each table seems to remind people not to ignore the "new member" of the Haagen-Dazs family.

A reporter from Beijing Business Daily chose a vanilla latte with a price of 38 yuan. According to the chef, "the sweetness is a mixture of vanilla syrup, vanilla balls and milk instead of sucrose, so it tastes different from other coffees." In addition, the double-layer large coffee cups made of glass are also quite unique. However, the vanilla latte just brewed does not have the black and white appearance on the publicity page, and the service staff did not provide supplies such as mixing sticks and paper towels. During the one-hour stay by a reporter from the Beijing Business Daily, only one customer asked about the coffee product and its price and took away the coffee product leaflet. The other customers bought ice cream products.

Beijing Business Daily reporter Xu Hui trainee reporter Zhang Zhining

Price list of coffee varieties in 3 restaurants

KFC "freshly ground Coffee":

There are two kinds of hot coffee and iced coffee, of which hot coffee includes American coffee and cappuccino, while iced coffee includes iced latte and iced American coffee, with prices ranging from 10 to 19 yuan.

McDonald's McCoffee:

There are two kinds of freshly ground coffee and iced coffee, of which freshly ground coffee includes espresso, American classic coffee and so on. Iced coffee has iced mocha and iced latte. Prices range from 13 to 25 yuan.

Haagen-Dazs Coffee:

It is divided into three categories: ice cream coffee, special latte and classic coffee. Among them, ice cream coffee includes five types such as falling in love, 45 yuan per cup; specialty latte coffee includes strawberry latte coffee, 38 yuan per cup; and classic coffee, including caramel macchiato, with prices ranging from 30 yuan to 32 yuan per cup.

Source: Beijing Business Daily (Beijing)