China Food

Oil cake dipped in coffee, 400 cups a day! Coffee shops are selling snacks recently?

how did local snacks + set meal catch fire?
The CP of folk snacks and coffee group is almost one fire.
After roujiamo with coffee, Quanzhou has a fire of “fried dough sticks afjiaduo”.
This product has become a store signboard. The supply exceeds the demand, and drives the sales of the whole cafe. It can produce 500 + cups a day on weekends.  
How did local snacks + set meal catch fire? Can ordinary cafes follow suit? I found some cases to analyze.
“Fried dough sticks / cake coffee” is in short supply every day
Some time ago, there was a coffee brand in Wuhan because the coffee set meal of “oil cake wrapped with Shaomai” was on fire.
Zhang Zhen, founder of Buzheng coffee, told me that this single product package can sell about 100 copies a day on weekdays and 200 ~ 400 copies on weekends.
The original idea of the set meal came from a local time-honored oil cake shop next door. The oil cake bread and wheat burning in the shop is a must for Wuhan people to eat breakfast. Because I saw many people bring oil cakes to buy coffee, I simply came out of the set meal( PS: the boss and the oil cake shop are relatives)
In Quanzhou, 1000 kilometers away, where the world heritage application has just been successful, there is a cafe named balangyu, which successfully made a circle by relying on a “fried dough sticks afjiaduo”, which was silently recorded on the punch in destination by many people.
The method of this product is also very simple. It is to add the crispy fried dough sticks just out of the pot to the ice cream, and pour espresso on them. One mouthful of fried dough sticks and one mouthful of ice cream coffee. Afjiaduo, who is “beautiful to suffocate”, has a new way to eat grounded.
Ya San, the boss of balang fish, told me that the fried dough sticks shop opposite the shop is a time-honored shop in Quanzhou for more than 30 years. Because he found that someone bought fried dough sticks to drink coffee, he came up with the idea of combining fried dough sticks with coffee.
Because the fried dough sticks shop is only open at 4 ~ 6 p.m., the fried dough sticks afjiaduo is sold at a limited time every day. Even so, this single product has become one of the signs of balang fish, and many people come for it.
Balangyu coffee, which has been open for nearly five years, has become one of the landmark cafes in Quanzhou. The number of cups per working day is about 300, and more than 500 on holidays.
In addition to fried dough sticks / Cake + coffee, the combination of local food + coffee is becoming a daily path for cafes all over the country.
Regional food + coffee,
Become a new popular formula
The tried and true local food + tea formula in new tea began to work in coffee.
Zhengzhou let coffee’s “black pepper latte” extract the pepper taste from the local breakfast hu la soup to make a latte with a slightly spicy taste, which has become the traffic responsibility of the store.
A breakfast shop in Shenyang has launched the “American style of fried dough sticks”. A cup of American style + a fried dough stick has become an exquisite breakfast for Shenyang diners.
Babit coffee, the “soybean juice” at the Beijing exhibition, makes people call it the top.
In Xi’an, a cafe was directly renamed “coffee falls in love with rougamo” and stood with local food.
In Chengdu, some cafes use green pepper elements in coffee. In Hangzhou, seesaw’s popular style is “West Lake Longjing American style”; In the northwest, sweet fermented grains also had a wonderful chemical reaction with coffee.
Pepper American style
Inspired by “fried dough sticks afjiaduo”, balangyu Cafe found an easy to shine combination of “local food + coffee”, and continued to develop popular models such as “stone flower Cream Ice Latte”, “Quanzhou Blues” and “plum wine ice cream”.
Quanzhou Bruce
Zhao Yuan, founder of Liaoning ground coffee, told me that in Anshan, Liaoning, there is a fast-food chain called lunchtime. There has always been the sale of freshly ground coffee, with a cup of more than 10 yuan.
A table stewed rice with a cup of coffee, or a cup of Iced Latte with curry chicken leg rice are the most common combination.
Curry chicken leg rice with an Iced Latte
Regional food + coffee, a combination of local and foreign, brings its own topics and traffic in the context of the new era.
In terms of product presentation, a cup of coffee reduces the sense of distance because it integrates the delicious food of “from snack to big”.
“As long as a product conforms to food science, can be accepted and spread, it is the king. Even stinky tofu with coffee is OK. ” Zhao Yuan said.
The wave of localization is rising,
Is it good for coffee?
Many coffee innovations in China are often faced with the dilemma of being dis accidentally. Is the localization wave of coffee good? I consulted several people in the industry.
Xiao AI, who has 17 years of coffee experience, believes that there is no right or wrong combination of products. Of course, it is good to combine local characteristics. As long as enough people appreciate it, it is a good idea.
Zhang Zhonglun, world champion of Italian coffee competition and chief manager of coco caf é, believes that “it is good in the general direction, which means that the industry is seeking change, innovation and differentiation.”
First of all, regardless of flavor, “coffee” can be applied in more scenes. With more visibility and usage, more people can inadvertently taste coffee, so that consumers are “used to coffee” like tea.
Yang Zhenkun, the offline person in charge of Mingqian coffee, said: “I think this phenomenon must be a good thing. First of all, coffee and breakfast are a smooth couple“
“Boutique coffee is to pay attention to details and devote efforts in every link, from seeds to cups, that’s all.
Therefore, coffee with fried dough sticks, stone flower paste and hot and dry noodles can be fine as long as it is careful in details and recognized in taste. “
In fact, the rise of localized coffee wave in China is just a sign that coffee has entered the daily life, because it is difficult to get through the way of “top-down” and leading the public from the elite in China.
The local coffee with Chinese flavor, which grows in the folk, may be one of the paths of popularization.
Coffee localization,
in 3 creative directions
Seeing here, you may have thought of several localized ideas for the research and development of new products in your store.
In fact, it should be noted that the localization of coffee is not to move the two kinds of food together for gimmicks and flow.
Just like the sea stone flower latte with the highest sales volume of balang fish, it has been tested for dozens of times and finally produced by boiling in the store, so as to achieve the best effect.
Kan Ouli, founder of babit coffee, provided three creative directions for localization:
First, taste localization, using familiar taste types for assimilation.
For example, it is convenient for local consumers to drink milk fermented grains in Shihua or Shihai, which is a special snack in the northwest. For example, it is better for local consumers to eat milk fermented grains than coffee fermented grains in Shihua.
The second is the familiar regional symbols.
For example, gaiwaner coffee in Chengdu does not use Quanzhou ingredients in the special coffee “Quanzhou Blues” of balang fish, but puts a numb branch on the cup to create a sea breeze atmosphere in combination with the taste of the product( Casuarina equisetifolia is a common windbreak and sand fixation tree species along the coast of Quanzhou
Quanzhou Bruce
Third, help brand positioning with the help of regional culture.
In new tea drinking, it is common to use regional culture to empower the brand. The beauty of tea is in Changsha, the dependents of tea in Zhengzhou and the soul of Yingge in Chaoshan.
If you want to be a coffee chain brand, using regional cultural empowerment is a proven path.
Finally, I would like to quote Yang Zhenkun’s view: coffee with snacks and breakfast is a natural and inevitable trend for coffee culture to gradually integrate Chinese culture.
Coffee, an imported product, is gradually rooted in the soil of Chinese culture and gradually integrated into our menu in the confrontation with local cuisine.
This means that today’s coffee market not only grows, but also continues to sink, penetrate and evolve more presentation methods.
Author: monarch; Source: Kamen club, reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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