How does a vending machine sell thousands of cups to bring 50% of profits to the brand?

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

I dark Horse: At present, in the United States in Chicago, Atlanta, New York and other six cities have a small cake atm. Just swipe your credit card in front of the machine and you can buy a fresh little cake at 4.25 dollars a day, 24 hours a day. The fresh and fresh desserts in the little cake ATM are produced by sprinkles, a small cake maker in California.

Sprinkles, the American dessert brand, sells cupcakes to consumers via ATM, and cupcake ATM has contributed more than half of the total profit for Sprinkles, even if each vending machine limits the purchase of 1000 cupcakes.

When Sex and the city heroine Carrie in the streets of New York, eating cupcakes, while talking to friends about their love, and the "Bankrupt sisters" of Max and Caroline two poor Miss also to run their own cupcakes shop for the dream, cupcakes in these dramas appear, Let the world people are beginning to yearn for this beautiful exquisite little lovely.

In the United States, there is no more enthusiasm for cupcakes than the cupcake ATM designed by the local famous bakery sprinkles. This design allows consumers to buy the same fresh cupcakes in a fresher way, and the novelty of the upgrade attracts more and more consumer attention.

The paper cupcakes vending machine from sprinkles, besides being a lovely pink, looks like a regular ATM. But before this 24-hour novelty machine, you just need to light the screen, choose your favorite flavor, and swipe your credit card, and a paper cupcake with hot air will appear in front of you. Interestingly, the machine also has a cupcake designed for dogs, which solves the problem of the inability of customers with pets to enter the physical store.

The creative idea of cupcake ATM comes from Sprinkles founder Candace Nelson. One night during pregnancy, she suddenly wanted to eat cupcakes, but at that time almost all the shops were closed, including the sprinkles she had created. "Imagine how absurd it is to be the founder of Sprinkles, even if I can't have a cupcake in the middle of the night." "I think there must be a way to achieve what I want, and then I conceived the idea of a cupcake 24-hour vending machine." ”

After more than a year of design and manufacturing, cupcake ATM was finally unveiled. During the design process, Candace Nelson and her husband, in addition to considering the machine's capacity for cupcakes, more importantly, think about how to ensure the safety of cupcakes, that is, how to "send" fresh and complete cupcakes to customers, rather than "throw" the drinks to consumers like a vending machine.

"Cupcake is a very fragile little thing, covered with thick frosting." This means that the cake is ruined as long as it goes wrong from the storage bin in the machine to any part of the customer's hand. To avoid this, they designed a special robotic arm that uses suction to hold tightly to the cake box and then gently moves it to the window of the customer.

The world's first cupcake ATM opened in Beverly, California, in March 2012. In order to ensure the freshness of the cake taste, every day, sprinkles need to each cupcake ATM to carry out three to five times replenishment. Nelson chose to install the small machine next to Sprinkles's physical store, which would facilitate management as well as a sales complement to the physical store.

"Within 12 hours of the end of the real-store business, cupcake ATM became a very effective means of delivering our food to consumers." "Nicole Schwartz, vice president of Sprinkles Marketing, told Bazaar men." Because of the need for ATM sales, Sprinkles hired a couple of bakers to help make more cupcakes. Although the normal opening hours of the sprinkles physical store are only 12 hours, in fact, the baker will be in the shop two o'clock in the morning every day, and the gatekeeper will not be able to leave until late at night.

Subsequently, Cupcake ATM came to Chicago, Dallas, Atlanta, Las Vegas, New York and other cities. Next, Cupcake ATM will appear in every city with Sprinkles entity stores. In fact, every time cupcake ATM appears, it is a sensation among consumers. All the food shows have put the lens into this lovely machine, with gusto to the audience to introduce its use; Jay Leno (NBC's famous talk show host), Wolf Blitzer (CNN host) and so on.

Every block that owns cupcake ATM is always lined up to the long queue of cupcake ATMs to buy cupcakes. In the case of consumer restrictions, Sprinkles's cupcake ATM has achieved a daily record of selling 1000 cupcakes a day, often at a time when physical stores have just stopped operating. In fact, this tiny pink machine has contributed more than 50% of the total profit to sprinkles.

Cupcake is a part of American life, full of American style atmosphere, simple, free, happy, and the emergence of the new machine, so that the paper cup cake again walk in the fashion forefront of the cake industry. Cupcake ATM meets people's desire for food and creatively offers a more novel and convenient way to buy. Now, cupcake ATM is not only a convenient choice for night owls and sweets enthusiasts, it is clear that it has become the heart of more and more fresh consumers love.