The "secret" of Starbucks ' seat

The huge success of Starbucks, a chain of giants, has made many businesses and individuals worth learning. In China, where coffee is not known and tea culture is deep, Starbucks is interested in how to make so many consumers become fans so quickly.

There have been many books about Starbucks, but some of the public secrets have never been shared with others. Like the "Secrets" of Starbucks ' seats.

In the January 1999, Starbucks opened its first store in Beijing's China International Trade Center, which opened the mainland market. Until now, the type of Starbucks seating style exactly how many, it is estimated that no one to statistics.

The first group of single armchair sofa

Seating comfort: ★★★

Table Comfort: ★

Communication Convenience: ★

Going to Starbucks may want to sit in a seat like Figure 1, which is a comfortable couch. But this kind of sofa, no matter you use the computer, still want to chat with the friend opposite, it is a very painful thing. The seat design is backward, the seat and small table is basically the same height, even if it is reading, it is more comfortable to lean back.

Even if not more tired, fall back on the sofa to read the angle is the most appropriate (Figure 2). The aunt simply lay down.

Figure 3 of the men, sitting there should be very difficult, legs are basically not open, people tilt forward to and the opposite of the woman normal communication.

The second group has armchair sofa

Seating comfort: ★★★★

Table Comfort: ★

Communication Convenience: ★

With handrails, naturally comfortable a lot, such a sofa should be more people like Starbucks type, is one of the popular Starbucks. This kind of sofa changes the biggest is the handrail design, but from the function does not have too many changes, the table is still not suitable to use the computer work, even if writes something to lie on top, still is a very tired thing (Figure 4-figure 6).

This kind of sofa comfort increased a lot, but want to communicate with friends across the way, the thing that makes people uncomfortable is to move the body forward. The height of the table is still so short, rub the net lying on the table is still a little tired.

The third group of double sofa

Seating comfort: ★★★★★

Table Comfort: ★

Communication convenience: ★★★★★

Many western restaurants, early cafes, couples-style double seat is the main layout of space furniture, two of people lean together, even if Whisper can be clearly heard (Figure 7-figure 8). But in Starbucks coffee, the two-person sofa is very small.

In most cities, consumers in the eyes of Starbucks coffee brand understanding of business attributes, if too much layout of the two-person sofa, Starbucks became a good place for lovers intimate, the original than the properties of the business has changed, may also appear such a phenomenon:

1. The design of the two-person sofa combination can sit 4 people, the result of a couple of seats in the opposite seat no one would like to sit.

2. A couple sat down and a cup of coffee took a half day to pass. To know the double sofa, covers an area is not small, such a ping effect, every commercial company can not accept.

Fourth group of single wooden seats

Seat Comfort: ★

Table Comfort: ★★★★

Communication convenience: ★★★★

The wooden seat combination should be the most frequently used seat combination structure of Starbucks, which covers a small area, flexible combination, low cost, and is more conducive to communication. This kind of seat, the leg basically can stretch out (Figure 9).

But the design of this kind of seat, you basically can not very comfortably back. One is that there is no back seat to rely on, and the other is a chair back, but it is not very good to lean on stiff wood (Fig. 10-Fig. 11).

This kind of chair with the table, height over the knee, put on the notebook computer height just good, if want to write something, do some homework, or more appropriate height. But this group of material is hard wood, there is no handrail, tired to lean back down also not good (Figure 12). This design obviously does not want you to rub the net too long, even if reading and writing, is also a more tired thing.

Fifth Group table type multi-person combination

Seating comfort: ★★★

Table Comfort: ★★★★★

Communication convenience: ★★★★

This kind of table is not everywhere, it needs a larger area. A large desktop, you put a computer on the table compared to those small tables, you can also place a book or a notebook next to it.

This combination of the table with the most common stool, no seat back, you must seriously sit well, in addition to the real work of the people, generally will not choose such a seat, hard wood sitting up is still very tired (Figure 13-figure 14).

Sixth Group of conference-style multiplayer combinations

Seating comfort: ★★★★

Table Comfort: ★

Communication convenience: ★★★

Starbucks is a place where companies get together, sometimes brainstorming, or exploring one or two interesting topics, but low tables make it really impossible to bring your computer into a small meeting room (Figure 15).

Why is Starbucks so complicated in seating and layout design?

In fact, the truth is very simple.

If the seat is too comfortable, consumers take a laptop, a book, a cup of coffee to spend half a day, where does the turnover rate come from?

If you want to turn the table rate, the seats can not be so comfortable, such as those who want to use computers in Starbucks, the choice of those suitable for the height of the work of the wooden tables and chairs, the comfort of a lot of poor, sit too long must be very tired. The problem is that if all this is the design of tables and chairs, the popularity will be greatly affected.

So Starbucks has a set of seating combinations:

1. Comfortable sofa, suitable for some more leisurely customers. Their purpose may be to kill time, communication and work are secondary. There were always a few people who had taken over the couch, and they had made Starbucks look like never deserted.

2. Wooden seats, although not as comfortable to sit up, but more suitable for the use of computers, write something, business people pay more attention to practicality.

At the same time, wooden seats have a flexible space combination structure, Starbucks shop good business, you can remove the sofa for wooden tables and chairs, to bring a higher ping effect.

3. Many types of seating and table design layout, so that Starbucks coffee space has a very good level, visual effects more rich, enhance the space aesthetic.

Starbucks ' outstanding former Executive Vice President Howard Biha once wrote a book, Starbucks: Everything has nothing to do with coffee, in which the Starbucks "people-oriented" business secrets. But when you finish this article, do you still believe this sentence?

Starbucks "people-oriented" business secrets, designed to highlight the differentiated, personalized seating space layout, but finally returned to the "business-oriented."

Reviews

Too many people by the commercial media bosses such as "people-oriented" concept moved, but the business is the fundamental. Consumers always think of the perfect price, but this kind of thing often has no supply side. Business-oriented, the number of people, is already the world's closest to the perfect suboptimal program.

(author Weibo: @ Orange paste)