Introduction of brands in coffee industry

Italian Cafe: CoffeeLox

CoffeeLox (Shanghai Noca Restaurant Co., Ltd.) is a Sino-foreign joint venture Italian coffee restaurant. Three years ago, it traveled across the sea with the smell of the Mediterranean Sea to the beautiful Huangpu River. Now, the company has developed six direct coffee restaurants in Shanghai.

Rigorous, first-class operation and management team, timely and accurate freight system, professional and sincere service, the original Italian imported national treasure coffee Barbera, supplemented by exquisite, delicious Italian style, once again the interpretation of the classic coffee culture, leading urban fashion life, this is the "coffee spirit" of CoffeeLox.

American Cafe: Starbucks

Founded in 1971, Starbucks Coffee is the world's leading retailer, roaster and brand owner of specialty coffee. Its retail products include more than 30 of the world's top coffee beans, hand-made espresso and a variety of hot and cold coffee drinks, fresh and delicious pastry foods, as well as a variety of coffee machines, coffee cups and other goods. In addition, the company produces and sells bottled cappuccino coffee drinks, iced double espresso and ice cream with joint venture partners, and produces and sells Starbucks coffee and cream liqueur in convenient places outside retail stores through marketing and distribution agreements. and continue to expand Taishu tea, Starbucks music CDs and other new products and brands.

In 1987, the current chairman, Howard? Mr. Schultz's acquisition of Starbucks has led the company over several milestones in its business development. In June 1992, Starbucks was successfully listed as the first professional coffee company, which rapidly promoted the company's business growth and brand development. At present, the company has more than 12000 coffee shops and more than 117000 employees in 37 countries along the coast of North America, Latin America, Europe, the Middle East and the Pacific. For a long time, the company has been committed to providing customers with the highest quality coffee and services, creating a unique "Starbucks experience". Let Starbucks stores around the world become a warm and comfortable "third living space" in addition to work and living. At the same time, the company continues to give back to society through a variety of activities that reflect corporate social responsibility, improve the environment, and reward partners and farmers in coffee-producing areas. In view of Starbucks' unique corporate culture and philosophy, the company has been rated as the "most respected enterprise" by Fortune magazine for many years.

Although Starbucks is by no means the best coffee in terms of taste, the biggest secret of its success lies in the shaping and dissemination of its "Starbucks culture". Starbucks product is not only coffee, coffee is just a carrier, but it is through the carrier of coffee, Starbucks conveys a unique style to customers. To a large extent, the consumption of coffee is a kind of perceptual consumption on the cultural level. what the cultural communication needs is that the environmental culture created by coffee shops can infect customers and form a good interactive experience. Therefore, Starbucks is a kind of sentiment, a kind of culture.

Japanese Cafe: real Pot Cafe

In 1970, Mr. Guoxio Makoto, a Japanese, developed the idea of carrying forward the coffee path culture with his rich coffee knowledge and belief in coffee, and then created the real pot coffee.

Real pot coffee pays more attention to the choice of coffee bean material, supplemented by cautious, strict and unique roasting, and strives to present the perfection of coffee under the careful brewing of service staff, so that customers can feel the mellow connotation of coffee in a bright and vibrant environment. Today, the Real Pot Cafe has more than 500 chain franchises in Japan, becoming the spokesman of the coffee shop culture.