South Korean chain brand "Coffee accompany you" faces a crisis of trust

The hidden worry behind the rapid expansion of cafes

Involved in the rapid expansion and closure of the whirlpool, but also faced with "trust crisis", the reporter called "coffee with you" official hotline, the phone has been in the unconnected state. Another person claiming to be a relevant person in the Ministry of Investment Promotion said it was inconvenient and refused to accept an interview with reporters.

According to the brand introduction provided by the official website of Coffee Accompanying You, as of December 31, 2014, there are more than 600 stores in more than 100 cities in China. For 2015, the team of "Coffee Accompanying You" said that it will continue to open 400 stores nationwide to realize the second phase of the "Thousand Store Strategy". "The brand is changing from horse racing to single-store profit market strategy. In 2015, the brand strategy of 'Coffee Accompanying You' in China will be comprehensively optimized." In addition, its "mini coffee bar" plans to open about 1000,"self-service coffee bar" to open about 1500, the annual plan to complete 3500 stores and point laying.

For the "thousand store strategy", some netizens found that because the "coffee accompany you" chain store growth is like cockroach reproduction, the brand in South Korea is nicknamed "cockroach accompany you". "You can say that it's opening and closing at the same time." In response, the relevant person in charge of a Korean cafe in Hangzhou thought it was "too big."

He said that after the number of franchisees doubled, how to standardize a cup of coffee and how to keep the taste of the product at the level of a direct-sale store was indeed a difficult problem for management.

However, in the industry's view, unlike "coffee with you," Starbucks, which has stores in 60 countries around the world, has been expanding in a more cautious direct-sales model. "Coffee with you" official evaluation of the 600 stores this data is,"The number is second only to Starbucks, the industry leader who has entered China for 20 years. We have become the industry leader in just over two years, with great achievements."

It is worth mentioning that, after repeated negotiations failed, dissatisfied Chongqing franchisees also found that in the "coffee accompany you" a long list of expenses, almost every item has a false high price or false name problem. According to media reports, for example, the list of fees for business licenses and various licenses to 100,000 yuan; Kimberly M39 double-headed semi-automatic coffee machine, wholesale price of about 50,000 yuan,"coffee with you" but the price of 120,000 yuan.

"Behind the rapid expansion of cafes, the industry will also face a big reshuffle in the future." According to Boeing, a coffee shop needs to follow business rules. "Management, marketing, product and service, these four will be the test of a coffee shop's overall standards."

There are also domestic franchise experts in an interview with the media once said, Chain coffee shop should self-check its franchise system authorization, investment, construction, logistics, supervision, Even the whole system whether there is a problem,"Especially that kind of premium to franchisee supply behavior, Serious violation of the franchise itself law."