This year's hottest internet celebrity food, Heytea should be ranked in the top three.
Queuing for 3 hours to buy a cup of milk tea, beating Starbucks to become the most successful drink in the circle of friends and Weibo, "Daipai Xi Tea" has become a livelihood for many people, helping people to queue up can earn a lot of income.
In addition to Xicha, the well-known pastry shop Master Bao queued up to 7 hours, and the Apricot Blossom Building Meat Pine Green Dough of the Qingming Festival period was queued for up to 6 hours.
It's all so greasy...
However, two days ago, there were media reports: Heytea, Master Bao and other Internet celebrity delicacies are fried by "fake queues"!
Scalpers, who are well versed in insider knowledge, said that on the first day of the opening of Xicha, more than 300 people were found to "fake queues", and the hired personnel were very exquisite, including students, young people, white-collar workers, and middle-aged people. Merchants will arrange for them to queue up in batches, so that it seems real. Under normal circumstances, such a hot scene of false queuing appears for about 10 days, and a large number of consumers who follow the trend will blindly queue up.
If you ask for some Weibo marketing numbers to hype up at this time, an Internet celebrity explosion will easily take shape, just waiting for consumers to flock to it.
The city routine is deep, and I want to go back to the countryside
Some insiders in the food retail industry said that in fact, hiring people to queue up to hype is the traditional routine of Internet celebrity food.
"There are many kinds of catering practices, and the net red shop is generally like this according to the current trend: for example, he invested 1 million yuan, 300,000 yuan for the store, 700,000 yuan for speculation, in the short term, the store is popular, and then you can start to circle money, that is, open to join, collect franchise fees." The money circle is almost over, the heat of this brand is almost over, and then the founder has enough money to support the next brand. ”
The routine of Internet celebrity food is not only a trick of asking "childcare" to queue. A Shanghai brother has summed up that it is not difficult to create internet celebrity food.
For example, in front of eating, add the names of the elderly: Fat Aunt Crispy Chicken, Wang Apo Stocking Milk Tea, Long-legged Grandpa Oil Pier, Aunt Zhao's Small Wonton...
Are these names very popular when they hear them? Doesn't it feel particularly authentic? Doesn't it feel particularly authentic?
In addition, some ingredients must be put more, such as cheese. Fried pork chops cheese, bread cake put cheese, rice put in the soup, put in the noodles, can be pulled into silk on the line! As soon as the photo is taken, you can see that you can draw the wire - immediately there is a sense of affordability of real materials.
Remember, "Cheese is power", "The one who gets the meat pine wins the world", "the fat killer avocado", "the noble cold matcha flavor"...
In addition, the most important point is "hunger marketing", limited sales, every day at 4:30 pm must be closed, so that people want to eat can not buy, all day long, so that there is a topic.
You are so good at routine, won't your conscience hurt?
However, the most painful realization is that even if you know that these Internet celebrities are all the heat of marketing hype, you still can't hold back a curiosity to find out - no wonder the ancient routine has won people's hearts.
In those years, what internet celebrity food routines have you been?