Nowadays, it seems difficult to find a cafe that doesn’t sell bread.
Recently, I found that popular cafes in Shanghai, Wuhan and other places are promoting set menus in various ways.
Some coffee + bread, set meal orders account for 60%; some pancake fruit + coffee, customers are queuing up to buy; there is also "馃子 + coffee", selling more than 100 servings a day.
Cafes sell set meals. What are the popular methods now and can they make money?
Order volume accounts for 60%
Popular cafes are promoting set meals
Recently, I found that cafes have upgraded their ideas to increase revenue: they promote set meals in various ways.
On Yuyuan Road in Shanghai, there is a cafe called "Bread Coffee Good Weather" that is doing very well (the other one is on Yongjia Road ) . There are more than 10,000 check-in notes on Xiaohongshu, and it is on Douyin # The topic of bread, coffee and good weather has been viewed 58,000 times.
"Bread, Coffee and Good Weather" is the name of a Japanese drama. From the decoration to the atmosphere of the store, there is a strong sense of warmth and healing power.
However, the store’s strongest ability to carry goods is “coffee + bread set” .
I looked through the reviews, notes and videos on social platforms and found that the set meals of this cafe are very popular; and according to the owner Vivian, set meal orders accounted for 60% of the total orders..
The coffee + bread set menu in the store is divided into the signature single meal of 88 yuan, and the double meal of 168 yuan (this price is not too high in Yuyuan Road where famous cafes gather) .
The single meal includes 1 cup of coffee + 1 baked goods. The coffee can be chosen from 7 products such as ice hockey latte and flat white. The baked goods include 6 types including signature thick toast and avocado candied egg sandwich. Choice; for a meal for two, you can choose 2 cups of coffee and 2 baked goods from 6 types of coffee and 6 types of baked goods.
Bread, Coffee, Good Weather Meal for Two
The coffee and bread in the set meal are almost all the signature and popular items that are best-selling in the store. I did the math, buying a set meal is up to 28 yuan cheaper than buying coffee and bread separately.
For consumers, this is a big discount, and coupled with the store atmosphere, it provides enough reasons to check in.
Coincidentally, in February, there was a "Pancake and Fruit Coffee Shop" on Fumin Road in Shanghai that was particularly popular. The pancake + coffee set was 28 yuan. It opened at 7 a.m., which just met the needs of office workers.
Many customers queued for more than an hour just to get this breakfast. We prepare about 200 pancakes a day and they sell out quickly.
Seesaw has launched 4 packages for breakfast, afternoon tea and new product scenarios, including 2 of 5 new products of the season, popular breakfast for 19.9 yuan/24.9 yuan for one person, and afternoon tea for two people for 99 yuan.
It is not uncommon for coffee shops to sell baked goods. Nowadays, many stores are using the method of "package packages" to continuously expand the coffee + scenario. Is this a good business idea? How to do it specifically?
Coffee packages have grown significantly
There is a customer who consumes more than 400 orders a year
On Xiaohongshu, a netizen shared the experience of a coffee & bakery operator for 4 years: There is a loyal customer who consumes more than 400 orders a year. There is a group of consumers with a consumption frequency of 300 or 200 orders.
It can be seen that coffee set is a long-term business, which is rising steadily with the growth of coffee demand.
html In May, the "2022 China Fresh Coffee Category Development Report" released by Meituan Food and Kamen also confirmed this: Breakfast + coffee has grown significantly, and chain brands continue to launch coffee packages during breakfast.
Moreover, the way cafes promote set meals is becoming more and more diversified. In addition to breakfast and afternoon tea, Wuhan No Anxiety Coffee × Lip also launched coffee lunch single meals and double meals to cover the needs of simple meals.
On the one hand, under the epidemic, cafes are in urgent need of new growth points. The combination of preferential prices of set meals and signature products may bring new growth. The two categories of
are superimposed and can be supplied at various times throughout the day, breaking through the original consumption scenarios and meeting new consumption needs.
On the other hand, for opening a store, the advantages of package products are also obvious:
- When the store has a dazzling array of products, the package can speed up consumers' decision-making time ;
- The products in the package are fixed, which can also reduce the difficulty of meal preparation in the kitchen. 2 .
So, what are the popular ways to make coffee packages recently?
There are 5 popular ways to make coffee packages
. The cafe sells "bread blind boxes" to accumulate repeat customers
There is a cafe in Shenzhen called Hongxingge. The store mainly sells coffee and bread, as well as a few alcoholic drinks.
This store has a very special set menu, which is a blind box of bread priced at 11 yuan. The bread in the blind box is randomly selected from the store's small bread within 18 yuan every day.
Hongxingge Bread Blind Box
I paid attention to the reviews about the bread blind box and found that many people had picked up the store’s signature bread rice bread, colorful coconut milk rice bread, etc. “It’s so delicious, it woke me up. The sleeping soul of the baker.”
The role of blind bread boxes is not to be cheap and cost-effective, but to bring a sense of surprise to consumers. Blind box bread bought out of curiosity can also bring repeat customers to the cafe.
. Sold 100 servings of "禃子 + coffee" a day, using snacks to make a popular
special + urgently needed set meal, which has become popular all over the country.
Wuhan Youjia Bu Zheng Coffee has launched a coffee set called "Shaomai in Pancake Buns". Shaomai in Pancake Buns is a must-eat breakfast for many people in Wuhan. The daily sales of the weekend set can reach 400 servings.
As for Ruixu Coffee in Guangzhou, you can buy 100 "Magic Tanzi + Coffee" packages a day.
If you change the idea of the original coffee + bread set, find features on the basis of just needs, and you can reap the hit of the set.
, Luckin , and M stand are all promoting "group coffee"
Luckin has some packages, which are also worth mentioning:
cups of iced coffee
(choose 4 from 9) , 3 cups of wake-up coffee (choose 8 3) , 2 cups of sticky coffee (choose 2 from 8) , and the options provided are all hot-selling popular models.
Without coupons, the price of a single cup of the set meal is more than half cheaper than a la carte, which meets the coffee ordering needs of 4, 3, and 2 people, and is suitable for scenarios where coffee needs need to be solved quickly.
Many cafes are promoting "group buying coffee". For example, Piye Coffee's freshly returned double-labeled cup set meal for 2 people, the set price is 58 yuan, which is 14 yuan cheaper than a la carte.
M stand also has a 6-choose-2 coffee set, which includes iced orange-flavored iced American style, roasted nut latte and other items recommended by netizens.
. Choose 1 from N of signature products, and pack all the must-have items into the set meal
Piye Coffee’s 129 yuan meal for two, among the 12 types of coffee for consumers to choose, there are 4 popular and signature types, and among the 5 cakes, 4 Recommended by netizens;
The two packages of bread, coffee and good weather also include almost all the store’s signature, popular coffee and roasting.
Bread, coffee, good weather single meal,
Such set meals cover almost all consumers’ ordering needs. Even if the customers who come to the store only want to order a piece of thick toast, the affordable and comprehensive set meal will allow those consumers who are not opposed to drinking another cup of coffee to upgrade their single consumption.
Shanghai’s “Daily Todos Los Dias” cafe also brings the bread and coffee business to other places.
html In March, they launched a mini program mall and put the best-selling baked goods and ear-hanging coffee in the mall for local and foreign consumers to purchase on their own.
Their business is very booming, and their circle of friends is full of "accomplishments": there are videos of staff packing baked goods, and there are also photos of mountains of bread and coffee being delivered soon.
Nowadays, a complex business model such as "coffee +" is becoming a trend in coffee shops.
Only by paying the same rent, selling more products, and creating more sales scenarios can the store survival rate be improved.
Once people have established their consumption habits for bread/snacks and coffee, this will be a long-lasting business with a steady flow and a virtuous cycle.
