? The routine of ordering food and the knowledge of queuing

There is a short video on the Internet, which says that a customer insists on calling a medium cup a small one when ordering coffee at Starbucks, so he argues with the clerk endlessly, causing unnecessary misunderstanding.

People who have been to Starbucks must know that Starbucks doesn't have a small cup of coffee. In Starbucks, the medium cup is the smallest. This design is designed to make customers not feel embarrassed when buying the lowest-grade goods.

At the same time, it is also a marketing tool, because the more you buy, the more cost-effective. Starbucks has the following cup types: Tall (medium), Grande (large) and Venti (extra large). The most can't be drunk, the least is not enough to drink, and it is also cost-effective, so the customers who choose Grande are the most.

In layman's terms, this practice is called "price blind method", which can disturb customers' judgment on the value of goods, thus secretly increasing sales, that is, you will consciously jump in when you know it is a "trap", which is much more brilliant than paddling around with a flat plate in Haidilao.

Besides, the queuing mode of Starbucks is designed to be horizontal. I think the biggest difference between it and the vertical queue is that all customers can face the work area. When you see the busy process of the barista, you will feel that your cup will come soon and your anxiety will be reduced.

anxiety will make people want to eagerly witness the whole event, which is the same as staring at the floor numbers in the elevator and leaning out to the end in the traffic jam. Xiaoyuer. com, a crowdsourcing service platform, makes the transaction process of demanders and service providers transparent and does not participate in it. This open and free mode greatly improves everyone's trust and participation. Even if there are benches sitting in the queue in Haidilao, the endless queue will still make you anxious.

The foil of coffee and the accumulation of popularity

Mineral water is always placed in the conspicuous position of Starbucks, and each bottle costs 21 yuan. I have never even seen anyone buy it. Not surprisingly, it should be the worst-selling product of Starbucks, so why does Starbucks insist on putting it under the eyes of customers?

We all know that there is a term called "reference object" in physics, and its purpose is for comparison. Think about it, a bottle of mineral water is sold in 21 yuan, but a nice cup of coffee is expensive in 25 yuan? This is the most typical application of foil principle in marketing.

Taking people's most common and lowest-cost mineral water as the "trust" of coffee is to grasp the subjective comparison psychology of customers, in order to sell the "protagonist" products better. In the face of the huge gap between the price of dishes on the menu and the market price, do you order some cheap dishes in Haidilao?

there is a rule in opening a shop and doing business: everyone who comes is a guest. This means that as long as you enter the store, even if you don't spend money, you are all customers, and the clerk can't kick you out.

I once stopped at Starbucks temporarily for a long time because I was discussing an urgent matter with my friends. The staff not only did not drive us away, but also did not ask about our needs. Instead, they wiped the water stains on the table for us. As a "reward", we consumed the cheapest two cups of coffee in the store, which was the first time I spent it at Starbucks, and I found a "new continent"-the best place for freelancers.

In the face of the noisy Haidilao, there are many kinds of services. In order to make customers eat and leave quickly, the waiters will become extremely enthusiastic, which will inevitably disturb you. After you finish eating, they will immediately arrange the next table of customers, so that they can earn two orders in a short time. Although they will give you some snacks when they leave, this practice of "slapping a sweet date" is better than that of Xiaoyu. com.

the "dirty" marketing strategy and the "naysayer" corporate culture

It is said that Starbucks is very happy for college students to take part-time jobs in the enterprise, and as a welfare, free coffee coupons are one of the important means of Starbucks' drainage, because these coffee coupons will definitely flow to their classmates and friends, so that a wave of students who don't usually drink coffee are "forced" to the store, but the seemingly simple method is full of articles.

Last year, a customer on the oil pipeline was furious because Starbucks always wrote his name wrong (when buying Starbucks abroad, the customer's name would be written on the cup). In fact, this was done on purpose by the staff, in order to make the customer "angry" and then send the cup with the wrong name to the Internet to vomit, which would attract onlookers and more people would know about Starbucks.

Another example is the cat's paw cup, which burst into flames before. A cup with low cost was fired to thousands of dollars, which fully proved that the relationship between supply and demand determines the price of goods. Limited products have attracted the attention of the society, and Starbucks has successfully attracted a group of loyal fans with its not-so-clever marketing strategy.

Starbucks executives once said that there are no "clerks" or "employees" in their enterprises, and they are all called "Partner" because everyone deserves to be respected, which coincides with the concept of "changing employment into partnership" of Xiaoyuer.

When dealing with customers, the staff of Starbucks are far less servile and responsive than those of Haidilao, and even won't enthusiastically please you because you are "God", because the more so, the easier it is for customers to find trouble. They took the "indifference" just right, which not only attracted traffic, but also won word of mouth, and had to be amazing.