Starbucks coffee is the favorite of many young women of literature and art. Many people may go to Starbucks to experience a better environment. Why does Starbucks coffee not have a small cup? Why is that? Luo Yonghao once filmed a detail of Starbucks in his micro movie "pony". He pointed to the middle cup and asked the waiter for the middle cup, but the waiter said it was a big cup, while the small cup was called the middle cup at Starbucks. So, does Starbucks have a small cup?
As a foreign enterprise, Starbucks can be divided into four types according to the classification of local cup types: short, tall, Grande and venti. The corresponding Chinese is small cup, medium cup, large cup and super large cup (small cup is only for hot drinks, ice drinks are not small cups).
Whether it's Starbucks' beverage resource manual, the material reserve of every Starbucks store, or Starbucks' cash system, it doesn't give up short cup or small cup. All Starbucks partners know the beverage formula of small cups. All stores have small cups in the back area. All Starbucks cash registers can make small cup cash registers. It's just that the small cup, as a type of cup, doesn't appear on the menu card.
So the question is, why doesn't Starbucks put the short on the menu?
From the perspective of marketing psychology
In a shop, there are three kinds of beer to choose from: 2.5 yuan of premium beer, 1.8 yuan of mid-range beer and 1.6 yuan of cheap beer. 80% of people will buy 1.8 yuan of beer, the rest will buy 2.5 yuan of beer, and no one will choose the cheapest beer. Later, they removed 1.6 yuan of beer and replaced it with a 3.4 yuan beer. Most people choose 2.5 yuan beer, a small number choose 1.8 yuan beer, about 10% choose the most expensive 3.4 yuan beer. We don't like the feeling of being cheap and we don't like being cheated. Since we are not sure about the value of the goods, we will avoid over or under price.
Businesses will take advantage of our preference for moderation to deal with us. Now you know why Starbucks only has super, big and medium cups, but not small ones?
Considering production cost
The short cup cup, cup holder (which has gradually disappeared into the market) and cup cover are all customized. Profits are clearly not as big as the bigger cup.
Considering the profit of drinks
In addition to water, a cup of American coffee is espresso. The four types of small, medium, large and super espresso (shot) are: 1, 2, 3 and 4. However, even for drinks that only need one shot, two shots will be made in the process of production, and the other shot will be discarded.
In the espresso drinks (such as latte and cappuccino) containing milk, short and tall have the same short weight of 1, which means that a little more milk can be sold for an extra 3 yuan. Obviously, for Starbucks, the short cup doesn't make much money.
To sum up, you can also guess why the short is not put into the menu.
In China, the price of a cup of Starbucks coffee is about 30-40 yuan.
According to the fancy coffee, take Starbucks' large cup of vanilla star bingle as an example. This cup of coffee is made of coffee, milk, sugar, ice and so on. It contains about 300 calories, including 29 calories of fat, 264 calories of carbohydrate and 12 calories of protein. Add whipped cream to your coffee and you'll get 430 calories.