What is the problem with Starbucks and how to solve it?

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Author: Lu Xiaoxun

Link: http://www.zhihu.com/question/20284575/answer/16771013

Source: Zhihu

As a practitioner, what I want to say is.

1. The view of the teacher on the first floor is very one-sided. M coffee has a relatively small impact on Starbucks in China, and the impact is stronger than in foreign countries. I don't know about the situation in the United States, but the Starbucks I saw when I was traveling in France is a mid-to-high-end coffee chain. Of course, the coffee quality there is better than that in China, after all, the average is there.

two。 The quality of Starbucks coffee should be said to be average, but in China, it is regrettable to say that this is basically not a big problem. Over the past few years, Starbucks has changed its coffee machine from the most expensive la mazzcao (again misspelled) to the most expensive full automaton, in order to be able to control the quality on the Brista side. I think it has a relatively long-term vision. In the coffee industry, we should not only look at the past year or two, but also have a long-term plan and continuous adjustment for five to ten years.

3. In terms of corporate culture, format and concept, Starbucks is much better than Costa, Coffee Bean and Pacific, and its self-renewal is much better. I am not optimistic about the long-term development of the latter three. In addition, the Starbucks clerk called coffee in Italian. For those of you who think it's pretending, you think it's going in the wrong direction and your English is really not good.

4. The problem with Starbucks is that it is deeply influenced by American culture. After all, American families get rich. As I said, Starbucks still insists on introducing daily coffee, which is probably the only coffee I can order. In fact, this is not cost-effective. This also requires the configuration of a commercial American coffee machine that covers a large area. Including things like Tall/Grande/Venti, the largest cup of Venti capacity is 20 OZ, which is too fucking American (because I heard that Starbucks in the United States also has Trenta, a 30-oz coffee. Absolutely not what most people can drink. Second, take too many stores, business in many places is not good, but it has been expanding. Third, stores that only serve coffee and basic snacks will, after all, be hit by formats like CAFE.

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Author: anonymous user

Link: http://www.zhihu.com/question/20284575/answer/16695168

Source: Zhihu

Answer this question as an employee who has worked at Starbucks for two years (I only want to show that I am somewhat aware of the issue and nothing else).

First of all, let's talk about the answers of the comrades with the highest approval. I think this answer is a joke, joke one, that Starbucks' biggest competitor is McDonald's?! McCoffee? Is it comparable in terms of taste, price or environment? Joke 2, it is said that Starbucks is a medium-and low-grade product in the coffee and beverage industry. Maybe I'm too poor. After two years at Starbucks, I still can't bear to buy a cheap latte and a fire partner discount after using up my roll. I just want to say that it is not as good as costa coffe bean. I just want to say that maybe none of us know anything about coffee. When the price of Starbucks is higher than their quality, people still prefer to queue up at Starbucks rather than go to costa (I'm talking about the relative situation). In addition, according to the experience of working there for two years, his health and safety standards are impeccable, and only people who have worked abroad at Starbucks understand it. Maybe only the people who work there can understand it. They have strict beverage production standards, material storage and use standards, and irregularly have three parties to check. Of course, we can't evaluate the material itself, because we just use the material and don't participate in the production. Answer the question)

In my opinion, Starbucks has these problems.

First of all, the cost of opening a store is too high, which includes the decoration of the store (the decoration cost of a store is more than 3 million yuan (including all the software and hardware costs), and a larger share is the cost of store rent. it is easy for careful people to find that Starbucks basically chooses to open stores in the most prosperous parts of the area, and you can imagine how expensive the store rent is.

Another is his own marketing strategy. Starbucks has been committed to creating a comfortable "third space" in view of the family and workplace. So Starbucks spends so much money on decoration, and because the turnover of customers is very low, many customers stay all afternoon, so many customers will have no place during peak hours, and the noise and other conditions will increase. For this ideal, and for fear that the lively queuing scenes will affect the experience of customers at Starbucks, Starbucks will choose to open some stores in many "remote" places, but these stores are not used to do business at all. it's to improve the customer experience (those in noisy areas are the places to do business, which is not contradictory to what I just said) But the cost of opening these stores has not been reduced at all, and sometimes it has increased for the sake of their characteristics.

Then there is the embodiment of the limitations of his management system. Starbucks' management model has been imitated by many companies. His humanized management allows employees to work selflessly or even work overtime for the company without considering their own income and wholeheartedly without regrets. However, because of this over-humanized management, employees have no sense of urgency and crisis at work, so you can see Starbucks employees fighting at work without affecting their work, etc., to some extent, this affects the customer experience. In addition, due to the limitations of the catering industry (small promotion space) and its own requirements in the selection of staff is too high, so the staff turnover is very large. And the training cost of new employees is also not cheap.

There is also the cultural maladjustment. To tell you the truth, there are not many people in China who go to Starbucks for the first time. The menu says, "latte, caramel macchiato, mocha, cappuccino." What you haven't drunk is really foggy, so when customers order a latte, we usually tell them that the latte is sugar-free. When a customer orders American style, we will tell him that American black coffee without sugar and milk will be very bitter. Some customers see a freshly brewed coffee on the menu board, which should be very good, because it is fresh and the price is the cheapest, so they often order it. We'll try our best to tell him it's black coffee. We also know that black coffee is unacceptable to many people (at least when I drink black coffee for the first time, I can't accept it). These verbose services also make the customer experience much less. But many employees prefer to introduce drinks in more detail than because customers order drinks they don't like by mistake. As for the super-large cup-shaped classification of CUHK, I can only say that the employees are also very speechless. Because some customers know and some don't know, you don't know whether the customers know or not. The cup shape is translated from Italian, tall grande venti. (it's a little wordy. I'm not saying anything for Starbucks. I just want you to look at some things and things rationally. Write down what I know here. Don't spray those who don't agree. Welcome to add.)

Add (I didn't expect so many people to pay attention to this for the first time, but also realized the importance of rigor.) indeed, Starbucks cups are in Italian, including many drinks whose names are translated according to Italian pronunciation, such as cappuccino, latte and so on. (the spelling mistake of the word is my reason, it has nothing to do with the company, hehe) and I don't have the right to define what grade Starbucks brand is. I just want to say that at the same price, its quality is equal to the price. After all, he also took the fast food route. I still hope that everyone will return to the topic itself, "Starbucks problems and solutions" mobile phone code words, there may be a lot of mistakes. My answer is more about the internal problems of Starbucks. What Mr. Nan said is external, but I still want to say that as an operator, you can't stop McDonald's from selling coffee, you can only secure your position by improving yourself. In addition, McCoffee and Starbucks are not the same. It is certain that they will grab share even if they are different. Do you think Wallace took the share of KFC? If that company dominates the meat Jia mo and builds a large-scale chain store, I think it will also affect the hamburger market. What do you think?

Source: http://www.zhihu.com/question/20284575