Fred from Starbucks, what's the story?

For many people, Starbucks white coffee is somewhat mysterious.

Take this name for example. I'm afraid half the people who drink coffee can't read it.

Until now, I can still hear someone ask, "What's that white one and what's that coffee?"

Some customers are afraid of being laughed at for mispronouncing, and simply ignore it, while others regard white as white chocolate.

This makes Starbucks very angry. How can such a literary name be "difficult to read"? It's really embarrassing!

The coffee promoted by Starbucks, Fu Rui Bellevue, wants to make "explosive" coffee like latte and cappuccino in China.

If you look carefully, you will also find a "Fu Ruibai" in the upper right corner of the menu bar. Starbucks registered it as a trademark, which is enough to attract attention.

But just like the sake brand "Rex Sacrifice" in Japan, the most famous one in Japan, when it comes to China people, it becomes "lazy sacrifice", which makes Rex Sacrifice Company laugh and cry.

Speaking of plain coffee, we must mention "plain coffee".

In fact, Fu Ruibai is Starbucks' name for the white tablet.

For no reason, it is famous all over the world.

Born in1980s, it is an irresistible trend of coffee.

Although its origin is somewhat controversial, Australia and New Zealand have been arguing for more than 30 years, and so far there is no result.

But from the southern hemisphere to the northern hemisphere, from Britain and Europe to the lighthouse country of the United States, it swept the world and a large number of petty bourgeoisie young people were conquered by it. "Drinking for no reason is the trend."

In fact, in China, it also captured the hearts of many young artists.

"Fu Ruibai" is the name given to it by Starbucks, and young artists have given this flat white coffee more nicknames.

Australian white coffee, white coffee, pure coffee, fat white coffee, new Australian coffee, etc. Of course, the name "Australian white coffee" is the most commonly used.

In addition to Starbucks, Costa calls it "alcohol art white", Luckin coffee is "Oribai", and when it comes to McDonald's, it becomes "extra strong milk fragrance".

Behind these many names, all express the same meaning, "coffee is very popular for no reason!" "

In Zheng Xiaota's eyes, white is Starbucks-style flat white coffee.

Because the production for no reason is the same as latte, there is no standard and fixed practice and no clear definition.

As a friend of mine who runs a coffee shop said, "What flat white is made of is decided by the barista you meet."

However, Starbucks customized the practice of "for no reason" and then promoted it to the whole world, so Bai was born.

The specific method is to foam the milk, pour in the extracted espresso, and inject it from the center above the cup until the coffee surface forms white spots.

This is the standard practice of Starbucks coffee.

The white spot on the surface of coffee has also become a classic symbol of white.

The unique taste of Frey's white coffee is that it is between latte and cappuccino.

Coffee is more than latte, milk is more than cappuccino, and the milk foam is delicate, thick and thin.

If you are tired of the milk flavor of latte and cappuccino, it is rich white, with both rich coffee flavor and heavy milk flavor.

This is also the basis of the existence of white, but also the reason why white is popular.

Drinking coffee also needs freshness!

Although, in the eyes of some flat-headed white iron powder, white is not so authentic.

Because the cup shape for no reason is usually only two-thirds that of latte, but in Starbucks, Freiber and latte actually use the same cup shape and the same size.

This leads to the same weight, Freiber and latte, and their tastes are very similar.

For the story about lattes, why do Starbucks have so many lattes? 》)

Even if someone retorts that white coffee tastes stronger, why not drink an espresso latte? Isn't it equally strong?

I asked my friend, the manager of Starbucks. As a result, everyone didn't know how to answer.

But what makes Bai unique is its coffee foundation, which is different from other Starbucks coffees.

Many people know that "Espresso" is espresso.

Latte, mocha, cappuccino, caramel macchiato, American coffee, all Starbucks espresso, all use it as a coffee base.

It was not until the appearance of Freiber that this situation was broken.

Starbucks attaches importance to Freiber, which is reflected in Mastrena, a fully automatic coffee machine.

They specially installed a "Ristretto" button on the original machine, which was specially used to extract white coffee base.

Ristretto, called espresso, is another kind of espresso.

A friend of Starbucks told me, "Zheng Xiaota, Ristretto is different from ordinary espresso, and it takes less time to extract."

For the same coffee powder, it takes about 25 seconds to extract espresso, while it may take 15 to 20 seconds to extract Ristretto.

A whole cup of espresso is extracted by a coffee machine. According to the extraction time, the first stage of coffee is sour, the second stage is the essence of coffee flavor difference, and the third stage is mostly bitter.

However, the production of Ristretto shortened the extraction time, and there was no "bitterness" in coffee (the third paragraph).

This leads to a fragrant and white basic coffee with only "sour" and "sweet".

Therefore, when drinking white, there is no obvious burnt bitterness of latte and cappuccino, but more the taste of the first two paragraphs, full of caramel flavor, with some sour and refreshing taste.

What makes the taste of Fu Rui white coffee more intense is that the espresso it uses is "added".

If you often drink Starbucks, you will find that they have three cup types, medium cup, large cup and super cup.

When making cappuccino and latte, we usually put 1 espresso in a medium cup as the coffee base, two large cups and two extra large cups.

When we arrive at Bai's side, we will put two coffee cups in the medium cup, three coffee cups in the large cup and four coffee cups in the extra large cup.

In this way, the coffee that turns Fu Rui white tastes richer and thicker than latte and cappuccino.

Coupled with the poured milk, the taste of coffee and milk becomes sweet and silky.

This is the flavor of Fu Rui white coffee, which has both rich and heavy coffee flavor and sweet and rich milk flavor.

In other words, it is a "mixture" of latte and cappuccino.

However, Starbucks has put a lot of thought into this "child".

Starbucks is very sad.

Since 20 15, Freiber has been promoted in China, but it still hasn't improved.

Among them, there are reasons for both the name and the market positioning.

But Starbucks had to promote Freiber.

Maybe you think Flat White is so popular all over the world, and then Starbucks wants to copy it to China and become one of its cash cows.

This is one reason, but what prompted Starbucks to take active action on 20 15 was another coffee giant entering the China market.

This coffee giant is Australia's Gloria Jean coffee.

For no reason is the main coffee and its specialty.

Speaking of which, Gloria is the old enemy of Starbucks.

In 2000, Starbucks took a fancy to the coffee market in Australia and spent a lot of money. In the end, I was completely humiliated and had to withdraw from the Australian market.

Among them, Gloria Coffee, which has 500 stores in Australia, is "indispensable".

So in 20 14, as soon as COLOYA coffee entered China, Starbucks began to attack, and "hit the snake seven inches", starting with COLOYA's fist product "flat white".

In this way, there is a strong white coffee of 2065438+2005.

The purpose of Starbucks is also very simple. When Gloria has not gained a firm foothold, Starbucks will formulate the practice and taste standard of "plain" coffee to occupy the first impression of consumers.

Of course, the goal was achieved. Under the repeated bombing of more than 3,500 Starbucks stores, Bai became synonymous with "no reason" in China.

Nevertheless, many people can't pronounce the word "Fu Ruibai".

When it comes to the price of Freiber, someone will definitely ask,

"Zheng Xiaota, why is it more expensive than other Starbucks coffee?"

Starbucks partners (oh, yes, Starbucks likes to call employees "partners") have also discussed this issue with each other.

I'm afraid it's still Starbucks' marketing strategy

It may be to highlight that Freiber is a unique coffee product.

Setting the price to the highest level shows the distinguished position of "Fu Ruibai", so that ordering partners don't have to explain too much. "Anyway, this infamous coffee is very special."

Another is that flat white is so popular in the world, and the price is the highest. I am not afraid that iron powder will not buy it.

You know, young artists in China just like to pay for "I like it".

Look at Starbucks' cat claw cup!

The girl in the office spent three times the price and got it at the first time. The result disappeared after two days.

I thought it was broken, and I didn't know why until I asked.

"Zheng Xiaota, don't you think the cat's paw cup is difficult to wash? After drinking coffee, the residue can't be washed away, so I put it away. "

"Hey, you just bought it for two days and spent a lot of money!"

"I like it!"