Starbucks can be said to be the most successful commercial coffee in this century, but its success is entirely due to its business model and business operation, not its coffee.
Of course, this is also a common problem of all coffee chains. Under the premise of ensuring the overall flavor uniformity, only deep roasted coffee can be used, because deep roasted coffee beans will not become dim due to oxidation, thus producing the taste of "Chinese medicine".
Knock on the blackboard and please write down the knowledge points. What we are talking about today is not its business model, but the business routine of Starbucks, the thief of economics and psychology.
On my first day in town, I was still worried about three meals a day, and I couldn't wait to experience the legendary Starbucks. I plucked up my courage, took difficult steps and shouted, I can.
When I walked to the ordering table of Starbucks, I recited an article "How to pretend to be an old hand when I first went to Starbucks", raised my head, pretended to glance at the menu casually, and looked at a cup of coffee with tens of dollars. Suddenly, I was too worried to be cut off.
My reason tells me that I can't drink a cup of coffee for 30 yuan now, and I can't die for face.
At this time, a bottle of mineral water caught my attention. It looks so aloof, lying quietly in a conspicuous place on the counter, my savior is coming!
I want this bottle of mineral water. Order, sir. Hello, 22 yuan. Just as the waiter's voice just fell, my brain had no time to react, but I blurted it out. Change it to a 32 latte. Looking at the waiter's deep smile, I have mixed feelings.
Yes, this is the psychological rivet effect. When people judge someone or something, they are easily dominated by the first impression or information.
Just like when you buy a house, the salesperson will always show you the apartment type and decoration first. After showing you the one with the same price but very good decoration, you will feel that since the two prices are the same, the latter is very good in location, decoration and apartment type, and the cost performance is too high.
Here, this rotten but expensive house acts as a rivet, and so does Starbucks mineral water. For your information, I'll sell 25 yuan a bottle of water. Is coffee over 30 yuan not so expensive?
Well, my coffee has arrived. I was sitting on the table enjoying this hard-won latte, and at the same time I saw the advertisement of the star card on the table (now it was cancelled and turned into a star gift card). A 88 yuan card contains three coupons, one for two people, one for breakfast and one for a cup. It looks great.
If you buy a cup, you can get one for free. The three cups you got are worth 90 yuan. You can also bring friends to drink. You can also have a free drink before going to work in the morning. Finally, if you buy a medium cup, you can upgrade to a large one. I'm thinking of getting a card quickly to make up for the mistakes I made today and reduce the average loss. So in the next few days, I will take my friends for coffee. Since it's buy one get one free, I'm sure I'll find an expensive one, so I'll give one away.
Come to have free coffee in the morning and get something to eat, so I bought a cake and the smallest one. Anyway, I can get a big cup for free.
In fact, as a result, I helped Starbucks attract free coffee. In order to maximize the benefits, I unconsciously ordered more expensive coffee. In fact, this has hardly changed the production cost of Starbucks.
When I give you breakfast coffee for free, I will drive you to buy other breakfasts and cultivate your habit of going to Starbucks for breakfast. Finally, I lifted my cup for free. To put it bluntly, I just added a little more water to the almost unchanged raw materials, and the cost was negligible.
Here's another story to tell you. There used to be a bar underground, which was very hidden, and then a telephone booth was put on the side of the road. You have to call the bar in the phone booth, and then you will tell you the specific location.
When you find it, the service staff at the door will always tell you never to tell anyone that there is a bar here. In this way, you will definitely tell your friends about this bar and suggest that they try it.
Merchants deliberately create mystery to stimulate your curiosity and create a certain degree of scarcity, so does Starbucks' hidden menu, which stimulates your curiosity, increases your desire to share and makes you feel satisfied. At the same time, there was a bug before recommending your friend to drink KFC App. Users can get a five-minute six-person half-price coupon by changing their account birthday to "20 160828". Once discovered, it is natural.
So who discovered this bug? Actually, it's KFC itself. Starbucks has had a similar marketing behavior, deliberately revealing bugs, formulating various strategies, and teaching you how to use Starbucks is taking advantage of the fact that everyone loves cheap. Often this kind of reverse marketing is more effective and spreads faster than the normal marketing method.
This is the Coffee and Coffee Research Association, which takes you to smell the essence of business phenomena from a unique perspective. See you next time.