Let s talk about it, is Starbucks losing or earning the cup? What is the underlying reason for the r

Let me tell you this. You look at the problem from scratch and don't dissect the underlying causes.

Why are you afraid of a fat man coming in at the buffet, because the fat man is too good to eat. Maybe when it comes to this, you should know the answer. Because the amount of human stomach is limited, drinking coffee even three or four cups will be full, and the second is also harmful to the body, drinking too much coffee is not good for the heart.

Based on the above, Starbucks proposed the concept of free refills, which can give consumers more emotional care and make consumers feel that they have earned it. However, whether Starbucks earns money is not proved from the essence of the consumer's cup renewal, but based on commercial data, when the free cup renewal plan lasts for a period of time, Starbucks will analyze whether Starbucks finally made or lost through a period of comprehensive data such as how many people renew the cup, how many cups were refilled, and the cost support generated by the renewal.

Do you understand? The execution and sustainability of business decisions are determined by market data analysis, rather than simple subjective judgments. However, consumers often like such subjective judgments, so for consumers, those who refill their cups think that they have earned it, but in fact, after data analysis, it is concluded that customers who like to refill their cups come to Starbucks more often.

First, Starbucks can't refill the cup; Second, how many drinks can you drink if you refill the glass?

Starbucks can't refill the cup in China, and there has been no free refill event, but the United States has had this event. Starbucks' activities and arrangements at home and abroad are different. Because the operating model at home and abroad is different.

Buying a small cup of latte at Starbucks in China costs 27 yuan, while the same coffee in New York is priced in US dollars, plus 8% consumption tax, which is equivalent to 18 yuan, which is 1 3 cheaper than in China.

Brand marketing experts said that the real reason behind Starbucks' high pricing in China is that the company deliberately raises its brand positioning in order to grab higher profits, so that people who buy coffee appear to have good taste.

Not to mention, after such hypocrisy, Starbucks has indeed made huge profits in China, and China's operating profit margin is far more than 16 times that of the United States and even Europe. The hypocritical Starbucks may really have figured out the hypocritical psychology of customers.

According to a well-known food marketing expert in China, the cost of Starbucks coffee mainly consists of two parts, one is the operating cost and the other is the material cost. In today's global procurement, the best coffee beans in various places are very transparent, and under the international procurement adopted by Starbucks, the cost of raw materials in various places is almost the same, and the cost of raw materials in China will not be higher than that of the United States.

In terms of operating costs, the labor costs, which account for an important component, are much higher in the United States than in China, and the costs of other rent, water and electricity, etc., are also higher in the United States than in China, so the operating costs in the United States are almost higher than those in China. Overall, a cup of Starbucks in the United States will cost no less than in China, which sells more**.

Starbucks cannot refill the cup, because this is not in line with the Chinese greedy and cheap consumption psychology, but in foreign Starbucks is can, I believe that in the future Starbucks can achieve business unification.

All Starbucks do not have a refill service. However, all Starbucks hot water is provided for free, and you can ask the clerk to pour it for you if you don't consume it, in fact, don't worry, just like the hotel has free food.

Starbucks may not have the service of refilling, mainly because the current Chinese market is not suitable for launching this route, and it is also very unsuitable for the consumption concept of the Chinese people, and it will lose money, so Starbucks will not have this function.

Coffee and tea can be refilled for free with one condition: with a registered Starbucks membership card. There is no limit to the number of cups you can refill, and iced coffee and tea are also available.

However, from the moment you leave the store, it is considered that the service is over, and you can no longer enjoy the refill.

Starbucks is the name of a chain coffee company in the United States, founded in 1971, is the world's largest coffee chain, its headquarters is located in Seattle, Washington, USA, Starbucks retail products include more than 30 of the world's top coffee beans, handmade espresso and a variety of coffee hot and cold beverages, fresh and delicious pastry food, as well as a variety of coffee machines, coffee cups and other products.

Starbucks' positioning is "luxury goods that most people can afford", and consumers' positioning is "white-collar class". Most of these customers are high-class intellectuals, who love boutiques, food and art, and are high-income and loyal consumers.

In the food service industry, the cost of building differentiation is very high, and customers often agree with a service for a long time, but will not change for a long time, and will use this service stably for a long time, which is especially obvious in the white-collar class, they always have a psychological tendency to pursue stability. Therefore, Starbucks uses the "Heart-Attacking Strategy" to move customers and cultivate customer loyalty.

When you're done with coffee, you can't refill it, and don't expect to add coriander. But Starbucks will offer some tea that can be refilled.

1.All Starbucks do not have a refill service.

2.All Starbucks hot water is provided free of charge, and you can ask the clerk to pour it for you if you don't consume it.

3.Starbucks milk needs to be bought, but there is free milk and sugar for Americano at the bar, you can pour it for free, the same as buying, but you are willing to buy coffee, and you can't save money on this cup of milk.

Generally, no. I've drunk so many times and haven't heard of refills.

If you want to drink Chinese tea, you can refill the cup.

Only tea drinks can be refilled.

I thinkStarbucks should have its own considerations. Starbucks is an internationally renowned brand, and there must be many reasons why it can't renew the cup, because it has its own policies. Among them, the following are the reasons why the cup cannot be refilled in China.

The cultural differences reflect the daily necessities of life in the United States, where only drinks are available**, while Starbucks rarely sees a cup of coffee. In China, where we still use it as a coffee level, there's a lot of interest in refills, and I guess if China can get in, if Starbucks is, the lower the conversion rate, the lower the sales.

But there is a lot of tea to drink, and the tea bags will not be provided. Drinking plain water at Starbucks is free. The above conditions limit whether a member is a Silver or Gold member.

The condition for refilling the cup is "in-store", that is, you buy a cup of coffee, if you go out to drink it and come back to refill it, even if you are a regular customer of a certain store, you must drink it in the store before refilling.

Review,Starbucks doesn't adopt such a strategy because of the coffee culture or the country's climate, and the competition that triggers the crisis is basically impossible. As an international brand, Starbucks has a large market in China. If it can be refilled, it is estimated that the market will continue to expand.

Let me talk about my opinion, I think the difference between national conditions here is very important, and this is also the spirit of contract. In many parts of China, fast food restaurants, including regular restaurants, can be filled with drinks. Here, the fast food restaurant drinks the machine on the counter, and when the customer orders outside the counter, the waiter gives you the empty cup after the payment, and you pick it up yourself, and then refill the cup casually, and it is often seen that the customer eats with you, and drinks all after you leave, even if it is a policeman.

The most interesting thing is that when you buy a drink, it is also a small and medium-sized cup. The bigger the cup, the more expensive it is. And, you can also buy drinks without paying.

As long as there is water, the waiter will give you an empty cup, while the cold water will be exported to the dispenser with other beverages. That's when people's self-consciousness associates water with drink. Many children take empty cups to get water when they eat together, and they never steal a drink.

But in a city like New York, especially in the city center, tourist attractions, fast food restaurants in drink machines are moved to the counter, and the waiter wants to refill your glass, I remember some restaurants didn't refill you a few years ago.

After all,Business is profitable, so refills will naturally vary from person to person.

Rarely drink coffee, so talk about drinks you know about drinks.

Let's talk about my personal experience, I am in China, and I rarely drink Starbucks, countryThe Starbucks inside is too expensive and comes in a wide variety。Iced tea, Arctic Ocean, sour plum soup of all kinds. I don't just need coffee, if you really love coffee and understand coffee, you shouldn't be able to look down on Starbucks.

I feel that the refill itself is not particularly valued in the United States, most people still buy a cup and leave, and there is really an occasional need to sit there to refill the cup, which is also a rare case. It's really not suitable for China, I feel that most of the domestic Starbucks people are a lot, and I'd rather buy a drink and sit somewhere else than sit there and make a fuss.