More than 20 Starbucks stores in Beijing launched conference services

Left-handed business, right-hand casual, Starbucks is trying to attract more people to use its stores as social spaces. On January 18, Starbucks opened a new social model of "Coffee Has a Bureau" in some stores, where coffee masters lead consumers to explore the mysteries of coffee flavor and try to make coffee by hand. At the same time, Starbucks also launched a meeting service of "living room meeting" at the same time, with a minimum booking of 10 people.

The reporter learned that these two social experience projects will first be launched in more than 60 stores in Beijing, Shanghai, Shenzhen and Chengdu. The reporter noted from the Meituan platform that there are currently more than 20 stores in beijing to provide these two services. According to Starbucks, these two interactive experience attempts focusing on business and leisure social attributes have just begun, and with the continuous expansion of the number of stores covered, consumers will also be provided with a richer series of coffee courses, as well as club activities and other functions.

For many years, Starbucks has always had the attribute of "business social", and many professionals have become accustomed to going to coffee shops for business negotiations and mobile offices. In the past two years, in order to meet consumers' demand for business social space, Starbucks has also opened more than a dozen concept stores across the country, such as greenhouse garden stores, Shinjuku Gyoen stores, and container concept stores, providing consumers with social places with richer content and more diversified scenes.

However, from the evaluation of consumers, many people do not buy such a transformation. In November 2021, Starbucks China opened its first shared space concept store in Raffles City Shanghai Chinese mainland, including private meeting rooms for multiple people to meet at the same time, a semi-open single office area with intervals, a sofa area for focused discussions, and a relaxation area for short stops. After the store was officially opened, the reporter noticed from social platforms such as Xiaohongshu that the store consumption space was also "complained" by many netizens because of the high pricing; some consumers "liked" the more professional and private office space provided by this new store.

"In the two years confined to the pandemic, technological innovations have blurred the boundaries between home, workplace and third space. Achieving diverse scenes and functions in the same location has become a habitual way of life. Starbucks China CEO Cai Delin said that in the future, it will bring customers more personalized ways to use space.

Image source: Starbucks, Meituan App screenshot