No one here buys anyone. In other words, it's not that a bottle can't be sold, but that the quantity sold is small. My company has done a small sample survey and concluded that several products of Starbucks in Beijing are the least popular, but they always occupy a prominent position on the counter next to the checkout counter. The answer is that these bad luck are for new customers. In other words, we don't want Starbucks to buy more souffles, but to highlight the rationality of Starbucks coffee family price based on souffles.

The price of a bottle of Ayun mineral water is a little cheaper than most of Starbucks' main products. Catering companies all know that chain restaurants have designs for cooking. This design not only includes the design of cooking, but also includes cost control and customer psychology. In the face of unfamiliar menus, think about whether most people tend to choose low-priced products with moderate prices. Will not choose the lowest price. Because most people don't want to look timid in front of the waiter, but they don't choose too high, and most people don't want to be suckers before determining what will happen to this restaurant.

The menu classification of the menu is similar to the enterprise classification mentioned in the Boston matrix. They are star dishes with high profit and low cost, and they are the food that restaurant customers want to buy most. Cattle dish, this dish has high cost and not bad profit. Bobcat dishes, their cost is not high, the profit rate is good, but the order quantity is very small. Dog food, this kind of food is not low in cost and profit, and few people order it. What is the value of dog food in the canteen? It plays a role in the transformation of star dishes in cafes. Don't think that dog food is bad enough. A "dog" should also have some conditions.

Most importantly, it is directly comparable to the star cuisine and bobcat cuisine in the canteen. Let customers feel that the star or bobcat dishes sold in restaurants or cafes have higher trading utility, that is, Richard Taylor, a professor of finance and behavioral science at the University of Chicago, said "the motivation for people to trade". In addition, according to Li Yunzhu, there is the advantage of becoming a dog dish. Low management cost-plastic bottle packaging is not easy to break and the product has a long shelf life.