Starbucks Kakuai officially launched the WeChat applet, sparking a wave of attention.

WeChat applet ordering is very common in the catering industry, but why is Starbucks able to set off a wave of public opinion? The main reason is not the head brand effect of Starbucks, but Starbucks has launched two new functions on the WeChat applet, "Help TA bring" and "Coffee social experience version".

ONE

"Third Space" Going Online?

In the office, helping people bring coffee or asking people to bring coffee has become a daily life. Starbucks has created an online scene for this daily life-"Help TA bring".

When you place an order through "Help TA Belt", a small label "Help TA Belt" will appear in the upper right corner of the page. You can share the order information to WeChat with one click, and invite multiple people to place an order together. The Starbucks Mini Program also thoughtfully added the WeChat "group collection" function, which solved the embarrassment of collecting money after help.

Many people have noticed the "Coffee Number" in the "Help TA bring" function, which is also a new function of Starbucks.

Click on the user interface of the Starbucks WeChat applet, and a new function "Coffee Number" appears in the "My Starbucks". Just like the QQ account and WeChat account, users can set their own coffee account, and even add some "tags", such as "latte at work, lift iron after get off work"; "Is it unhappy with iced tea every day"; "New products must try players" and so on. As a result, users have an independent and interesting identity at Starbucks.

When setting the coffee number, users will see "Coffee Mister Xiaohuan", "Li Bu Latte" and other "Coffee V" to understand their preferences, or look at their recommendations and get their same style.

When placing an order, the coffee number will automatically deposit the order data, such as the number of concentrated portions, heat, etc., which are visible to both themselves and friends. At the same time, they can also be saved and directly "order the same amount" when repurchasing.

Through the coffee number, Starbucks has created a coffee circle in which everyone can fully express their individuality and share their hobbies. Still using coffee as the medium, Starbucks expanded the coffee social scene from offline to online. Online coffee socializing is more convenient, more fashionable, and more in line with the living habits of young people today.

Starbucks Schultz once introduced Starbucks as follows: This is not a simple coffee shop, but a social glue that provides people with a "third space" for gatherings. For a long time, Starbucks, which advocates "coffee social", has made the "third space" a brand label. The new function of Kakuai WeChat applet is launched, which can also be regarded as the onlineization of Starbucks' "third space" concept.

TWO

What inspiration does coffee socialization bring to the catering industry?

Everyone knows that coffee is an excellent social drink, but only Starbucks took the lead in outputting with concrete concepts, linguistically and visualizing the social attributes of coffee, and Starbucks gained the first opportunity. In the catering industry with natural social attributes, more and more practitioners have paid attention to the social attributes of catering and are engaged in intensive cultivation.

The launch of the social scene of the Starbucks Mini Program has released a new signal for the online social networking of catering.

1. Diversified social scenes

The social scene is the "natural standard" of the catering industry. For social purposes, offline scenes have been tapped to the extreme. Naxue’s tea is only made in a big shop, in order to provide urban women with a beautiful scene of "leisure tea and rest"; in walnut, song is used as a match to provide young people with a good "nightlife from dinner". place. However, in terms of online social interaction, the current business direction of the catering industry is mainly focused on the social interaction between businesses and members, and there are only a handful of social scenarios that truly serve members.

Today, Starbucks is the first to launch an online social scene, which is equivalent to opening another door to the scene revolution in the catering industry. In the future, the offline and online two-pronged approach will make the social scene of the catering industry more diversified, and more catering brands and consumer users will benefit from the diversified social scene.

2. Digital "Emotionalization"

Starbucks' online social networking has given the digital upgrade a warmer power.

With the call for digital upgrades, digital upgrades in the catering industry are mostly reflected in the functional level of operational optimization. For example, cashier ordering, precision marketing, inventory management, etc., are less involved in emotional things like social interaction.

At present, restaurants can generally use big data for "emotional marketing", such as sending birthday wishes, pushing new products based on customer taste data, etc. The emotional appeal they can express is relatively narrow. This time, the addition of social functions to the Starbucks WeChat Mini Program is equivalent to pointing out a new direction for everyone with the influence of the head company: the digitalization of restaurants can more closely meet the needs of users and narrow the distance with consumers; "Go online with emotion, so that the brand becomes more "warm." In the future, "digital emotion" is worth looking forward to!

3. Product customization

In the catering industry, stores often encounter "micro-customization" consumer requirements such as "less mala and less spicy" and "add more pearls"; consumers also often encounter "why is there coriander?" "Micro-customization" is the daily routine of almost every catering category, and it is also one of the places where catering services are most prone to small accidents.

The "coffee number" of Starbucks applet solves the problem of "micro-customization" well. The user requirements and preferences accumulated under the "coffee number" can not only alleviate the user's difficulty in choosing, improve the efficiency of ordering, and at the same time, it can also greatly improve customer satisfaction.

THREE

From "third space" to "online social networking", Starbucks is once again one step ahead.

Starbucks' online coffee social networking is a digital upgrade based on users in a true sense, rather than a commonplace talk about improving efficiency and increasing revenue. This has brought new thinking to the digital upgrade of the catering industry, user operations, and scene revolutions.

Starbucks "takes the lead", the online social scene of the catering industry may continue to be developed, bringing consumers a more humanized and personalized experience.