(picture source:搜狗图片)
On December 6,2017, Starbucks Asia's first full-immersion coffee experience store "Starbucks selection and baking workshop" opened in Shanghai, attracting millions of eyeballs, which has also become a commercial success point for Starbucks. In March, Starbucks opened its second home in Tokyo, with five in the world and several others in Milan, New York and Seattle, respectively. And just recently, Starbucks announced it was going to open a family in Chicago, the United States.
EPLUS Super Bake Workshop customers can enjoy coffee, wine, juice, dessert afternoon tea, dinner dishes, here serve 100 types of bread, 100 different flavors, including the signature is the god of horns, exclusive dessert Croissant ice cream, super macaron, more original Yu-Shiang Shredded Pork bread, plum food buckle meat bread, Kung Pao chicken bag and other wonderful brain taste. With huge space and rich scenes, colorful products together constitute a strong sense of experience and participation in a "bread fantasy paradise" such as a bakery, and rely on the excitement of this sense of experience and satisfaction to stimulate consumption and weight. Re-consumption.
Unlike the bakeries, i. e., the buy-in-the-go, the experience-based baking shop is trying to keep the guests and fall in love with it. This is also the underlying logic of this super-state. This is not fresh, and in various business design principles and methods, there is a similar purpose to keep the customer longer. From a single merchant to a business complex, to a commercial street area, you can complete your mission by designing and planning to let people come here and stay for a long time.
Starbucks opened 3994 square meters of (Starbucks Reserve Roastery), stores in Chicago at 10:00 on Nov. 15, recruiting more than 200 employees on four floors, making it the largest of all Starbucks selection bakeries in the world. This year, Starbucks is a new Tokyo bakery, which is also a large shop in Heichuan, a famous architect named Kuma Kuma, who is responsible for the design. The store covers an area of about 1200 and a construction area of 2966. There are four floors in all. Each floor has different themes. . Shenzhen BEEPLUS Super Baking Workshop, which was also born this year, was also said to be "one of the largest bakeries in the world", covering an area of nearly 3000 square meters. The IKEA bakery, which tested cattle knives, was transformed from restaurants and cafes on the first floor, and the area was not small.
Tea, coffee brands cross-border bread baking, which is already the new normal of the baking industry. The same drinks and pastries vary from one brand to another, with most brands focusing on how to innovate more interesting products, while others focus on how to create scenes and make it a way of life to come to the store for a drink and something to eat. I'm afraid the most notable is the selection and baking workshop made by Starbucks, a big drinker.
This huge and independent space can directly provide consumers with a richer experience service: consumers are more and more demanding about the social attributes of baked goods, not just to buy bread, but to sit down and share with friends, which requires enough space; The process of baking food making has certain ornamental, from a pile of flour to a bread, the physical and chemical changes through manual and machine participation, is a very pleasing and interesting process. This is also a major source of experience, and only enough space can be brought into full play.
In Shenzhen, a super-baking workshop, called BEER PLUS, opened in January, opened in April, and quickly exploded in just a few months, a city's business card in Shenzhen. At the moment of the rise of the Shopping Mall, the era of experiential consumption has come, and in the last two or two years, the super-experience consumption has started to enter the category, such as the box of the fresh industry, the super-species and so on. However, the baking industry can create an absolute field experience feeling, but most of the baking industry has been invaded by the foreign industry, and the brand seeking to bake the main industry has transformed the scene, and why not do so The super-store? The effect of the super-baked shop leading the consumption trend has begun to appear, and the king of the title of the industry will show up, which will lead to the change of the next wave of the baking industry.
In Shenzhen BEEPLUS Super Bake Workshop, the central part of the first and second floors is designed to serve as the central baking area of the core hub of the whole shop, which straddles two floors, the first layer of baking cake, chocolate, the second layer of baked bread, fully transparent circular glass, the process of turning a pile of flour into bread. The focus of Starbucks baking workshop is on coffee. Generally, the whole store will be divided into main bar, raw bean baking area, Princi bread baking area, tasting bar, selection market, Teavana tea bar and book area to show the lines each cup of coffee. .
