The fusion of coffee, stores, desserts, and brands creates the Starbucks coffee business.
In fact, the restaurant industry is the same. Do you think you go to the restaurant to eat, people sell you only meals? It is a comprehensive product of environment, service, cooking and unique experience. Otherwise, why is it that today, for the same dish, the price of restaurant dishes is at least 3 times more expensive than the price of home cooking.
Are there any restaurants that only go for meals? Yes, fly house, walk up. Those who are willing to go are very happy.
The question is coming, can coffee, an addictive non-needed drink, play tricks in the flies? Can you make coffee like a cocktail and make your soul scream and tremble? If you can, stop opening a coffee shop and go directly to apply for the Starbucks Global R&D Director!
However, Ruixing really doesn’t understand! It is really naive to think that coffee is the focus of this business, and takeaway is the best business method to break through the limitations of the store’s operating radius.
Sure! Since you are lucky enough to focus all your battles on the secondary condition of coffee and the take-out method without scene attachment, Starbucks smiled happily.
First, Rui Xing will fall into the lack of scene matching. Without the backing of stores, there are not so many people in China who drink coffee, and it all falls on Ruixing. No order will be placed without subsidies, and the low unit price of a dozen or dozens of orders will be paid if the order is placed. Ruixing did not work hard, which is why in 2018, Ruixing was ready to launch a quick meal. It is really worrying about the customer’s unit price, worrying about the unstable order!
Second, Ruixing will fall into the chaos of multiple product lines. Instant food is a very independent category, how can it be so easy to make quality. Otherwise, if you sell coffee as KFC, McDonald’s or Burger King, do you eat dry rice? Everyone knows the truth about coffee with meals. But the difficulty is too great, that is a catering enterprise with a complete catering system ability, along with the strength of matching coffee. But want to build a complete set of catering processing capabilities, to say a fair word to comfort Ruixing, it is actually more difficult than making a cup of coffee.
Third, Rui Xing will fall into doubt about the taste reduction. Starbucks coffee is a bit like Uniqlo clothing, they are a watershed at the high end of the consumer market. Lower-end apparel brands than Uniqlo will always be inferior in fabric, style, quality, workmanship, and price. Compared with Uniqlo’s high-end ones, it goes directly to the big-name goods section of more than 1,000 yuan. Like Starbucks coffee, many people despise the taste of Starbucks and consciously go to the market of lug coffee and specialty coffee. Others, especially espresso coffee, are fair and not as good as Starbucks. The taste is easy to judge subjectively, and Ruixing has not been without muddy water. But it’s useless. The real coffee crowd who likes to take away and take away, they know.
Fourth, Ruixing will fall into a continuous vacuum of the brand. Physical retail is the strongest relative to online business