𝐇𝐨𝐰 𝐚𝐫𝐞 𝐲𝐨𝐮 𝐧𝐨𝐭 𝐛𝐞𝐢𝐧𝐠 𝐞𝐥𝐢𝐦𝐢𝐧𝐚𝐭𝐞𝐝 𝐢𝐟 𝐲𝐨𝐮 𝐚𝐫𝐞 𝐬𝐭𝐢𝐥𝐥 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞
Background Of The Story
Recently, I bought a coffee at 𝐋𝐮𝐜𝐤𝐢𝐧 𝐂𝐨𝐟𝐟𝐞𝐞.
The new coffee brand offers a 𝐝𝐢𝐬𝐭𝐢𝐧𝐜𝐭𝐥𝐲 𝐮𝐧𝐢𝐪𝐮𝐞 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐜𝐨𝐦𝐩𝐚𝐫𝐞𝐝 𝐭𝐨 𝐭𝐡𝐞 𝐞𝐱𝐢𝐬𝐭𝐢𝐧𝐠 𝐛𝐫𝐚𝐧𝐝.
When we first purchase, there is an apps that promote for first-time users, you will get a coffee for RM 2.99
At this stage, they are already collecting your data for 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐮𝐫𝐩𝐨𝐬𝐞𝐬 𝐚𝐧𝐝 𝐞𝐱𝐩𝐚𝐧𝐝𝐢𝐧𝐠 𝐭𝐡𝐞𝐢𝐫 𝐛𝐢𝐠 𝐝𝐚𝐭𝐚 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐭𝐨 𝐠𝐚𝐢𝐧 𝐚 𝐝𝐞𝐞𝐩𝐞𝐫 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠 𝐨𝐟 𝐭𝐡𝐞 𝐌𝐚𝐥𝐚𝐲𝐬𝐢𝐚𝐧 𝐦𝐚𝐫𝐤𝐞𝐭.
The speed is so 𝐐𝐔𝐈𝐂𝐊; I placed my order at 3:19 pm, and the app mentioned that the coffee would be ready at 3:20 pm, which I don’t believe, as some local coffee brands typically take around 5-10 minutes to prepare the coffee.
The truth is that the coffee was ready at 3:20 pm, and when I came to collect it, they had already placed the receipt below the coffee you were having.
Here are some of the takeaways that I think the existing coffee brand can learn from the customer’s perspective:
Takeaways For Business Owner
1. Target Market And Speed
If the target market you are focusing on is 𝐰𝐨𝐫𝐤𝐢𝐧𝐠 𝐚𝐝𝐮𝐥𝐭𝐬, then 𝐬𝐩𝐞𝐞𝐝 𝐢𝐬 𝐚 𝐬𝐢𝐠𝐧𝐢𝐟𝐢𝐜𝐚𝐧𝐭 𝐟𝐚𝐜𝐭𝐨𝐫 for them. When I purchase a coffee from some cafes, they take around 5 minutes to prepare, and some even take up to 20 minutes. Hence, if the target is a working adult, we don’t have 10 minutes for a coffee.
2. Adapt To Change Or Eliminated By Market
With this kind of speed, I foresee that more working adults will likely choose Luckin Coffee over the Malaysian brand, as speed is a priority nowadays. Hence, for those coffee brands, it is either to learn from competitors and adapt or be eliminated by the market.
3. Less Focus On Environment
According to research, most users who purchase coffee do so because they are looking for 𝐚𝐟𝐟𝐨𝐫𝐝𝐚𝐛𝐢𝐥𝐢𝐭𝐲, 𝐜𝐨𝐧𝐯𝐞𝐧𝐢𝐞𝐧𝐜𝐞, 𝐚𝐧𝐝 𝐥𝐨𝐜𝐚𝐥 𝐟𝐥𝐚𝐯𝐨𝐮𝐫. Therefore, if the local brand is more focused on market share, it needs to focus on these three elements instead of the environment.
