"People" are similar from year to year, and "drinking" is different from year to year. Drinks are the most popular food in the summer, and every summer, major beverage brands will rush to put on new products, such as poplar nectar, ginger lemon, grapefruit smoothie and so on... But this year, it's not just the tea track, it seems that the entire catering industry has blown a "tea drinking wind", and this tea drinking wind has blown on the head of the coconut.
Meal Yi Private School Meal Yijun | wen
01
Head catering brands have set their sights on "coconut"
A coconut ice cream, raw coconut latte, coconut Swiss rolls, coconut flavored milk tea... This summer's "coconut wind" can be described as sweeping the entire catering industry. Previously, Luckin co-branded Coconut Tree launched a raw coconut latte that attracted the pursuit of many netizens.
And if you look closely, you will find that this year's "coconut wind" has not only set off a boom in the beverage industry, it has almost swept the entire catering industry, even Haidilao, KFC, Laoxiang Chicken... The head catering brands of these various tracks have also set their sights on coconuts.
At the end of last month, western-style fast food giants KFC and McDonald's, the two "wrongdoers", invariably launched new "coconut" related products, and KFC officially announced the creation of "raw coconut season", on the new coconut drinks.
For example: a full cup of ye coconut tea, a full cup of raw coconut latte, a full cup of pineapple raw coconut latte, etc., in addition, there are also new dessert snacks such as raw coconut Swiss rolls, which directly revitalizes a coconut series.
Its "rival" McDonald's has also been on new coconut drinks since May, such as ginger bump crisp coconut whirlwind, and recently, according to The Meal Yijun, it has been on the new Sea Salt Coconut Wheat Whirlwind and Coconut Water.
However, McDonald's is different from KFC, it also cooperated with OATLY to launch oats thick coconut latte, which is both healthy and leisure, and is loved by consumers.
Western-style fast food is in constant action, as the top brand of Chinese fast food, the chicken is not willing to be lonely, not long ago, the chicken launched three ready-made drinks, and one of the three ready-made drinks is "fresh raw coconut milk".
The price of this drink is not expensive, about 7 yuan, and the production method is very simple, in the Hometown Chicken store specially opened a corner to the drink area, consumers who come to the store to dine can drink together when ordering, very convenient, the Hometown Chicken is also the three drinks as a summer drainage product.
In addition to the fast food track, the largest hot pot track in the catering track is also fond of "coconut", it is understood that recently, hot pot big brother Haidilao has launched a series of coconut desserts, such as the recently popular underwater coconut and coconut flavor ice cream.
As a net red hot pot, Haidilao's dynamic moments are all concerned by netizens, and these two desserts also have a very good theme, called "Haidilao Coconut", not only good looks, the taste is also very fresh and delicious, which instantly attracted the praise and punch card of many netizens.
The popularity of coconuts has also made many catering brands "red-eyed", and even Le Caesar, who makes pizza, has recently launched "raw coconut durian pizza".
02
Tea brands rely on "coconuts" for their KPIs this summer
Meals and drinks are inseparable, coconuts in the major tracks of the meal booming, in the beverage industry needless to say, in the words of netizens, catering brands play are the remaining things of the tea track, as early as last year, coconuts in the tea track has been a small fire.
Last year, tea drinking gangsters Xicha and Naixue have launched coconut-related products, Xicha's "raw coconut coconut" and Naixue's "domineering coconut" are very hot and deeply loved by consumers.
This year, consumers' love for coconuts has not decreased, but they are still very enthusiastic. The major brands in the tea tasting track also seem to have insight into this and have launched new coconut-related tea products.
According to statistics, in the new April of tea drinking, a total of 7 brands and 17 products have used coconut as one of the raw materials, and many brands use coconut milk as a mainstream raw material and name it; In addition to coconut milk, raw materials such as crushed coconut and coconut jelly are also being used.
These brands are almost all some of the tea brands that we are familiar with, such as Wang Lemon, Shanghai Auntie, Qifen Sweet, Lele Tea and so on.
Even the big names in the coffee industry, Starbucks and Luckin, have not withstood the temptation of "coconut" and have opened the "coconut coffee" mode. In fact, I have to say that the first track to open the "coconut mode" is on the coffee track.
Many people joke that Luckin was able to quickly revive with full blood last year, thanks to the launch of the new product "raw coconut latte", and this year, Luckin seems to see the potential of "coconut" and upgrade the raw coconut latte.
The "Coconut Cloud Latte" jointly launched with Coconut Tree set a record of more than 130 cups of sales in a single store and a total sales of more than 660,000 cups on the first day, and some stores sold more than 145 cups in a single day.
According to the observation of Yijun, most of the tea brands this year can see coconut-related new products on the menu, and their sales volume is not even low, and some people joke that half of the KPIs of tea brands this year should be counted on the head of "coconut".
Although it is a joke, it is enough to prove the popularity of coconuts this summer.
03
"Meal + drink" to take advantage of the trend of explosive coconuts, or become the trend of this summer
The world is always evolving, trends are changing at any time, and different trends appear almost every once in a while. For example, the "lemon tea" that caught fire a few years before the tea drinking track, and the "crayfish" that caught fire a few years before the catering track, for example.
With the decline of consumption desire and freshness, consumers' liking for categories will gradually shift from enthusiasm to flatness, which requires catering people to develop and innovate new things.
It's clear that coconuts are the new trend this summer. Many people say that catering has now entered the mode of "meal + drink", people have already passed the era of "eating is just needed", and today's eating word has too many labels and meanings.
And one of the very important labels is the sense of experience. Regardless of the taste, environment, model, product, etc., as long as the experience meets the needs of consumers, consumers will buy it.
Coconuts have been on fire since last year, so the tea track is still focused on coconuts this year. Catering brands have also taken advantage of the tea drinking track to start creating coconut-related drinks.
In the eyes of many people, in the "meal + drink" mode, the trend of this summer should be the "coconut +" model, what do you think about this?