Getting crazier and hotter? It’s recently become popular among young people to check in at “irregular” coffee shops

Recently, a batch The cafe collectively went \”crazy\”:

Give customers \”prescriptions to treat illnesses\”; the product is named \”Resigned American\”; the online menu does not include product pictures. Instead, they use cartoons about beating workers; they even “treat” E and I people differently in stores.

Unexpectedly, these \”irregular\” operations accurately hit the cool points of young people, and they were clocked out by crazy planting. Some stores became popular before they even opened.

Does the beverage shop have a new traffic password? How to play?

Prescribe and treat love brain

A group of cafes collectively go crazy

Recently, \”crazy\” seems to have become a new traffic password in cafes:

For example, there is a cafeGive customers \”prescriptions to treat diseases\” to satisfy customers\’ pursuits The need to \”get rich quickly\” and get rid of the \”love brain\” is surprising. This \”irregular\” way of playing has triggered a large number of young people to check in.

A netizen posted a photo on Xiaohongshu, saying, \”Coffee dispensing is becoming more and more popular.\” It accumulated 1,000 likes in a short period of time. Netizens asked \”when will it open to my city?\”

Picture source Xiaohongshu blogger @dong.Chao has been authorized

There is also a manager who posted a \”literary rock\” new store decoration on Douyin, which received 20,000+ points in less than a week.Like, it won a lot of exposure before it even opened.

In fact, various \”crazy cafes\” are popping up all over the country:

Shunde\’s reheated products,\”Crazy comments\” are plastered all over the store, such as \”Enjoy as much as you can \”Smoking, trading your life for the West\” is favored by a large group of migrant workers with \”advanced mental state\”.

Tongzhou’s wave coffee extends crazy literature to the menu:Resignation bubble American style, trance American style, Shilan latte… is called by netizens \”a worker who drinks coffee at work\”, and almost every store has become a popular local check-in spot.

Looking through the reviews of its store, the style is as follows:

\”The cafe finally became the way I like it\”

\”My true state is correct\”

\”Why don\’t you drive to my city, it\’s really needed\”

In the past two years, operators have become more and more concerned about the emotional value of young people, and some shop owners have gone crazy with marketing I used it to my full potential and got a lot of traffic bonuses.

How to play it specifically?

Clever use of product names and contrasting copywriting

Hit the emotional core of young people

After interviewing many coffee shops that are good at \”crazy\”, I summarized several key points that can \”crazy\” with young people:

1. The product is named Rongge, directly addressing the emotional needs of workers and stimulating resonance

To reinvent a classic product and make it fresh, just create a new \”selling point\”, such as changing the product name.

On the handwritten menu of SUNSETCAFE, there is a column of limited recommendations that netizens are rushing to check out. They are four flavors of \”capsule coffee\”:Promotion and salary increase, getting rich overnight, prohibiting EMO, specializing in love brain…

Straightforward and direct attack on workers’ psychological state/needs, eye-catching at first glance.

Many netizens ridiculed in the comment area: \”The dose of medicine is not enough, increase the dose\”, \”I urgently need a prescription to get rich\”, \”Hurry up and give my love-minded bestie a drink.\”

This trick effectively stimulated the interaction and willingness of netizens to try new things, making them also have a good impression of the brand.

In addition to the name, the production method also adds a sense of ritual:

Handwritten product introduction, a one-to-one replica of the clinic’s prescription form, the name, date, cause of disease, diagnosis results, and course of treatment are all clear.

The shape of the coffee is also particular. There are blue and white capsules floating on the Americano coffee. Netizens commented that \”it really feels like seeing a doctor.\”

wave coffee takes crazy literature to the extreme,Each coffee on the Meituan menu does not have a physical product, but is accompanied by hand-drawn drawings showing the daily working conditions of the workers.

Through integration and innovation, we can express the value proposition of young people and hit a certain emotion of customers, making it easier to attract traffic to the store and increase user participation and store popularity.

2. Create a \”crazy\” immersive experience, and treat people I and E \”differently\”

It\’s none of my business coffee shop. It specializes in Japanese coffee and night wine. The manager Mushroom is a young literary man. Qi Baishi\’s poems are written on the wall of the store. I hopeUse the power of words to touch consumers and feel it:

\”If the stars have insomnia, will they count humans?\”

\”The trash can is my best teacher. I accidentally fell into the trash can that day and it shouted that I was not a trash.\”

Moreover, the store decoration is not only literary and artistic, but also wild and uninhibited. Netizens commented that \”it is the C position in the circle of friends when I take pictures casually.\”

The store has not yet started its trial opening, but the online store video has received 20,000 likes. After the trial opening on June 30, Mushroom told me that many young people came to check in.

Moreover, customer experience feedback is also good, such as these details:

I and E are treated differently,The store is specially divided into special areas for I and E people. The space on the stairs is used for graffiti and writing. It also provides self-reading of original poetry collections to create a space for I people to be alone. Musical instruments and microphones are also provided to allow E people to Opportunity to show off

While waiting for the meal,Acrylic pens are provided so that everyone can draw wine bottles as they like, leave your work for display.

The alcoholic products in the store are also very interesting to play.

For example, the most popular cocktail,Before the product is produced, consumers will be asked to fill in an answer sheet and write down their \”willful\” needs, and the bartender will make drinks according to the requirements. After the completion, the customer can also give a unique name to the work and experience the happiness of Party A.

\”The products were not rich during the trial operation, but we were able to earn 2,000 yuan a day,\” Mushroom said, and he was quite satisfied with the current business.

3. Design fun copywriting: informal interaction, creating differentiated emotional value

Shunde’s Huiluo Coffee Shop has all kinds of “crazy” copywriting in the store.

For example, because there are always customers asking about the bathroom, the boss willPost a handwritten note on the wall saying \”There is really no bathroom, then ask about jumping off the building\”; There is a smoking area set up at the door, with \”Smoking to your heart\’s content and exchanging your life for the West\” written on the wall.

The contrasting and interesting text attracted many netizens to check in and commented that this is \”the most relaxing cafe in Shunde\”

Some netizens have also joined in the \”whole job\”. When they come to check in, they put the words \”Don\’t come near me, I have rabies\” on themselves, which shows their mental state.

Wenzhou chunlam coffee,Hang a hard hat on the wall as an ashtray, the contrasting design also attracted countless tap water to check in, bringing a wave of popularity to the cafe.

Using familiar symbolic elements to create contrast, it immediately attracts customers\’ attention and creates distance.

What consumers lack is not a good drink

But a reason to make her heart beat

Crazy marketing is common in the beverage industry. Last year, Lele Tea’s “Crazy New Products” caused a sensation; major tea brands Beverage brands have also staged wonderful \”crazy ticket\” dramas one after another; looking further ahead, KFC\’s \”crazy literature\” is very popular.

Almost every once in a while, \”Crazy\”can trigger a wave of enthusiasm and even turn into a national carnival.

Pursuing its essence, it meets certain emotional needs of the public.

In today\’s fast-paced urban life, the gap in consumers\’ emotional needs is getting bigger and bigger. As a versatile player, coffee is highly playable and provides more possibilities for going crazy.

\”Crazy\” cafe has achieved rapid success. Behind this is not only a keen insight into the emotional value of young people, but also the ability Use appropriate performance methods to hit the target customer group, it may be the weird product names, contrasting copywriting, or the unique store atmosphere.

After all, the current beverage market,What consumers lack is not a good drink, but a reason to make their heart beat.