What's the difference between KFC 10 coffee and Starbucks 10 coffee?

The same is the store queue. Why do Starbucks line up horizontally and KFC line up vertically? In today's commercial society, queuing in a store has become a standard to measure a store's business. If it is an online celebrity store, customers even need to wait in line for three or four hours to buy a gourmet snack.

There are three main non-alcoholic beverages in the world, namely cocoa, coffee and tea. Among them, tea occupies the mainstream position, but with the passage of time, coffee and cocoa are becoming more and more popular, especially the sales of coffee are getting higher and higher in recent years, like Starbucks coffee shop, which attracts young people. Young people do not like tea, but they like coffee.

For many traditional products that don't look so hard-core, we can make some micro-innovations in the product/trading environment by "pushing up the anchor point" to create a differentiated consumer experience. So as to create a new brand and get a high premium, which is the so-called "consumption upgrade". Tea in China, just like coffee in Ethiopia and Europe, has a thousand-year tradition and has become a part of China people's daily diet and culture.

Since ancient times, people in China have had a popular psychology of watching the fun. The more people line up at the door of the store, the more they can attract other customers to join the queue. The less business the store is, the less people want to go.

But in fact, there are deep underlying logic and secrets behind the queue. For example, we will find a strange phenomenon in our daily life, which is also the queuing of stores. Why do Starbucks line up horizontally and KFC line up vertically?

Every restaurant has its underlying business logic for queuing, and even in order to reduce the loss of customers, professional sociologists and psychologists will be invited to study queuing. Many customers will feel anxious and fidgety in the process of queuing, thus leaving the team, which will lose a customer and reduce a profit for the store.

That is, maintain a "high anchor point" and appropriately "downgrade" the product, so that consumers feel very cost-effective. But the problem is that when all the products in this environment are sold at high prices, the transaction utility that consumers get in each business is inseparable. But if we keep the design, packaging and materials of our products at a considerable level, will the price be cheap enough?

For example, many shopping centers will set up "ten-yuan stores" such as famous and excellent products to sell similar products of Muji, and the whole decoration and experience seem to belong to the upper-middle level. Our brains just want to enjoy the cup of coffee in front of us, instead of trying to learn the knowledge of coffee identification.

Therefore, in Starbucks' elaborately-built stores, towering buildings outside the glass and well-dressed people feed back all kinds of positive information to our brains all the time, which makes our brains have an illusory sense of control-we seem to control our lives with this cup of coffee, and this cup of 30 yuan coffee is definitely worth it.

Starbucks has done its utmost in the location, environment and packaging of its stores, so that people will feel very cost-effective and very satisfied when buying, and are willing to pay for it. The reason why a cup of coffee is so expensive is not only the quality of the product itself, but also the good experience and satisfaction when people buy it. Friends, why do you think Starbucks is so expensive?