What is Starbucks coffee culture?

Pay attention to brand image promotion

Unlike other multinational corporations, Starbucks is one of the few brands that don't use huge advertising and promotion. Starbucks brand promotion does not depend on advertising, and its consistent strategy is to focus on brand image promotion, which is universal. Starbucks believes that coffee is not like McDonald's. Coffee has a unique culture, and sponsoring cultural activities is very important for Starbucks' image promotion. For example, Starbucks was the main sponsor of Dali Art Exhibition held in Shanghai. Starbucks is also a sponsor of the APEC meeting in Shanghai.

The appearance of Starbucks chain stores is simply considered from the surrounding environment, but its interior decoration should strictly match the unified decoration style of the chain stores. Each store itself is an image promotion and a link in Starbucks' commercial chain. The American design studio creates rich visual elements and unified styles for each store, thus making customers and passers-by pleasing to the eye and achieving the purpose of promoting the brand. This promotion method is called Tie-in, which is to closely link the image of the cafe with the customers.

In Starbucks coffee shop, employees are the main carriers to convey the value of experience, and the value of coffee can only be improved through the service of employees, so the creation of experience by employees is as important as the environment. In fact, Starbucks employees are like coffee fans. They can explain the characteristics of each coffee product in detail, and they are good at communicating with customers and anticipating their needs. Employees are called "partners" in Starbucks, because everyone has options, and their status is respected enough, which also creates great competitiveness for Starbucks brand.

the flavor of each coffee

Starbucks' strong black coffee fragrance permeates the lives of people of all colors all over the world, but its management is only one version, copied from the North American continent and universally applicable.

With consistent management, quality and taste all over the world, Starbucks' success story did not start with every cup of coffee with the same taste, but began when the coffee beans were still growing: the coffee beans were selected very fastidiously, and every link had strict standards, from variety to origin to particle shape; It is said that Starbucks will never allow coffee beans that have not been strictly evaluated by experts (cup evaluation) to enter the market. Its coffee evaluation experts should evaluate more than 1, cups of coffee every year to ensure the quality, select coffee beans by cup evaluation method, and then determine the precise roasting degree, so that the unique taste of each coffee can be completely released. Starbucks' slogan is: Give full play to the flavor of each coffee. The last step is to sell steaming coffee to customers together with the standard service model.

Experience the cultural connotation of coffee

Coca-Cola associates its sizzling drinks with carefree happiness; Nike uses "just-do-it" to convince runners that they are selling personal success; Starbucks sells culture.

At Starbucks in Shanghai, a service called "Coffee Classroom" has played the trick of "selling culture by hanging coffee" with the best imagination. If three or four people go to drink coffee together, Starbucks will equip these people with a coffee master. Once the customer has any questions about the choice, brewing and baking of coffee beans, the coffee master will patiently and meticulously explain them to him, so that the customer can appreciate the coffee culture promoted by Starbucks while finding the coffee that suits his taste best. Culture gives its high price a good reason to exist, and customers get great psychological satisfaction from it. The real winner is Starbucks.

According to Starbucks, people's detention space is divided into families, offices and other places. McDonald's strives to create an atmosphere of home, and strives to maintain a lasting ambiguous relationship with people's first space-family; As a coffee shop, Starbucks is committed to seizing people's third detention space, keeping a close eye on people's detention space for making money, and providing supporting facilities such as live piano performance, European and American classical music background, fashionable newspapers and magazines, exquisite European ornaments, etc., in an effort to bring more "foreign flavor" to consumers. Let drinking coffee become a life experience, and let people who drink coffee feel fashionable and cultural.