Starbucks not only sells coffee, but also flower tea, bread, clothes, cocktails
The nearly 3,000 square meter Starbucks Roastery will undoubtedly refresh consumers' awareness of its brand and coffee shop.
In the global Starbucks store system, the Roastery is the brand's largest single store, with a total of six stores in global markets. The Shanghai store opened in late 2017, setting the record for the world's largest single coffee shop that year. Domestic consumers have praised the store, calling it "Coffee Wonderland" or "Coffee Disney."
What are the cognition-changing characteristics of Starbucks Roastery?
First look at the main business of coffee, the store will be factory shop integration, immersion experience has done well enough. The shop has a total of two floors, the main color is deep walnut wood, the curvature of the staircase is designed according to the curve of the temperature change during the coffee roasting, and the sense of space is strong. There are three specialty coffee bars in the store, and the longest bar is nearly 30 meters. At these bars, customers can choose from one of Starbucks' seven cooking methods, which include: Precision Control, Elegant Hand, French Press, Siphon, Cold Brew, Concentrate, and the unique CLOVER Brew.
In addition, the store has a large area used as a demonstration of the roasting process of coffee beans, from raw coffee beans to baked beans, to grinding, and finally to the whole link of cooking and processing, so that consumers can closely watch the process of the birth of a cup of fresh roasted coffee, and at the same time, witness how the roaster brings out the hidden flavor of coffee.
A giant coffee storage tank, about two stories high, attracts the most attention. The tank is decorated with more than 1,000 traditional Chinese seals and seal engravings, engraved with the story of Starbucks and coffee. Inside, the cans are filled with coffee beans purchased by Starbucks from various regions around the world.
The Coffee Symphony pipe is an interesting decorative design for the Starbucks Roastery. Thin copper pipes line the ceiling, connecting the large coffee cans to the long coffee bar. For example, Yunnan coffee beans go through A tube, Columbia coffee beans go through B tube, these roasted coffee beans are transported to the bean storage tank of the corresponding bar with the help of air flow. The sound of the beans colliding with the pipes, coupled with the rustling of the beans rolling, creates a unique coffee symphony. Listening to the coffee beans like rain from the sky, sitting in the bar area to drink coffee more than a pleasure.
More than just coffee, Starbucks Roastery is the flagship store for the retail experience. Cake baking, coffee surrounds, tea and drinks are available.
For example, cake baking, it is the high-end handmade bakery brand PrinciTM in Italy, which can provide customers with up to 80 kinds of fresh bread or cakes every day; Such as coffee around, not only coffee beans, cups, dolls, but also a variety of T-shirts, jeans, hats and bags and other accessories; Such as teavana bar, mostly for tea and various fruits, herbs collision, through the steampunk brewing system made of match tea.
Of course, the one that piques consumers' curiosity the most is the in-store Bar Mixato. The bar, which opened in October 2019, serves Starbucks coffee and teavana-based cocktails. From ingredients to concoctions, from sight to taste, Starbucks reinvents traditional cocktails in innovative and modern ways, providing customers with a sensory experience never before seen. In addition, the wine list will be adjusted to the flavor characteristics of the new beans selected during the season, waiting for the adventurous customers to return to explore.
From this point of view, "Luckin + Maotai = sauce latte", which was hot in the domestic market last month, is likely to find reference and inspiration from the Starbucks bar. This composite product creation, Starbucks at least three years earlier than Luckin, but it is not as lucky as Luckin, can find Moutai, the domestic top flow of domestic IP to form a joint product.
Starbucks Innovation inside and outside: Deep integration into China, explore and harness digital
Starbucks Roastery has another role, which is to serve as the Starbucks China Innovation Lab.
Such as teavana bar, the relevant person in charge of Starbucks introduced that it hopes to pay tribute to China's thousands of years of tea culture, but also to bring a refreshing and fashionable tea drinking experience for customers who like to try new things and experiences.
From an objective point of view, whether Starbucks sells wine or tea, it is a means to fully interact and integrate with Chinese culture and consumer market. Over the past 20 years, he has learned to make zongzi and mooncakes in China. In the scenic spots or characteristic cultural commercial streets of domestic cities such as Suzhou and Chengdu, consumers will be surprised to find some alternative Starbucks coffee shops, which can be modern and avant-garde, but also antique, and even replace the common double-tailed mermaid LOGO with a hot gold "Starbucks" sign, and integrate into the building and environment without any inconsistency.
It can be seen that coffee is one of the core media for Starbucks to interact with consumers, and its business axis is actually the social field of people. Therefore, the innovation means of Starbucks is to continuously improve the quality of coffee, highlight its control in the global coffee market, actively integrate into the culture of the country where it is located, and constantly innovate the scene and service of customer experience in the store. More importantly, Starbucks is a particularly active explorer in the development of digital services, such as the Shanghai store is the first in its global system to achieve offline and online integration of services, and continue to develop and deepen the brand and users more rich and three-dimensional connection.
For example, in the Starbucks Roastery, many consumers are curious to pick up their mobile phones to log in to the "online workshop", and "sweep" around through the augmented reality (AR) function, watching the whole process of Starbucks coffee roasting, production and boiling, and feeling every detail in the roastery.
In fact, one of the store's core innovations to harness digitalization is the creation of a guided, all-encompassing ordering model and one enabled by technology. The so-called guided type, not by the consumer to take the mobile phone to the store to order, but by the barista to guide the order, so as to solve the chaotic situation that there are many people in the store, many goods, and many cross-services.
In addition to developing takeout and e-commerce platforms, Starbucks is also very good at using social platforms to spread and share. Although it is only a store, there are more than 20 systems, from the sales system at the front desk to the production management backstage system and so on. Digitalization or technological investment ultimately enables enterprises to achieve comprehensive development. Therefore, Starbucks' innovation lies not only in technology, but also in returning to the essence of the catering service industry: connecting people and building a social field.
It is understood that Starbucks' digital development pays special attention to blockchain, big data, machine learning, artificial intelligence, AR/VR augmented reality and other technologies. These technologies can not only help solve the problem of how to get customers and traffic, but also solve the problem of personalized precision marketing, and Starbucks China also needs to spend more effort to solve the problem of internal enterprise efficiency.
Currently, Starbucks has about 6,500 stores in China and plans to reach 9,000 stores by 2025. With the continuous expansion of the scale of enterprises, there is no doubt that many challenges are posed to their internal control management. The digital practice of Starbucks Roastery is a fresh sample of how to use new technologies to better connect customers and stores, so as to achieve the right products and reduce costs and increase efficiency. We hope that domestic catering and retail enterprises can resonate with the same frequency and create a new world for the development of new catering in China.
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