202 1, 65438+February, 13, the incident of "Starbucks using expired ingredients" caused public outcry. Starbucks officials also responded, expressing "deep shock" and confirming the existence of violations.
First, Starbucks has always claimed that its coffee products are of high quality, and the overdue incident has shamed the company's reputation. It is illegal for store employees to use expired materials in the process of coffee making, which ignores the company's food quality standards and infringes on consumers' right to health. It can be seen from the problems of a store that there are loopholes in its quality system. The high-quality "golden signboard" of its coffee products no longer exists.
Second, Starbucks' reputation in the hearts of consumers has plummeted, and the coffee sales business in the store will be difficult to proceed smoothly. After the problem of expired ingredients in Starbucks coffee shop appeared, consumers naturally lowered their evaluation of the brand from the heart. Without the brand trust of consumers, the sales performance of its stores will definitely decline to a certain extent. In the past, the scenes of "network celebrities punching in", sky-high coffee cups and popular shops queuing to buy coffee will gradually disappear.
Gold and silver are not as good as consumers' reputation. The negative impact of this incident will be reflected in the sales performance of Chinese mainland stores in the coming year. It is foreseeable that its coffee sales performance will continue to decline in the short term and it will take a long time to recover, which will bring great economic losses to the brand.
Third, Starbucks' high-standard corporate culture will be questioned by consumers. When selling coffee in stores, employees use expired food by changing the labels of materials, which is in sharp contrast with the "gold standard" of high quality in corporate culture. If enterprises can't deeply reflect on this incident and thoroughly investigate the quality supervision process of stores, then even the best quality standards will become empty talk because grassroots stores are not strictly enforced.
It is no small matter to sum up food safety. Whether it is a street tea shop or a world-renowned coffee company like Starbucks, once food safety problems occur, they will attract social attention. Starbucks will be punished by law and its brand image will be damaged.