Name: 為什麼零售品牌爭相開設店中咖啡廳？☕️ (Why Retail Brands Are Racing To Open In-Store Coffee Shops)
Uploaded: 2026-01-25T16:28:35.000Z
Duration: 10 min 31 s

情態副詞

It's beginning to feel like every brand suddenly has a cafe, from Louis Vuitton to Capital One.

感覺好像每個品牌突然都有咖啡館了，從 Louis Vuitton 到 Capital One。

And Coach thought he was buying me my dream purse.

而且 Coach 還以為他要買我的夢幻名牌包給我。

Was anyone going to tell me that Aritzia has a cafe?

有人要告訴我 Aritzia 有咖啡館嗎？

I'm at the Uniqlo store on Fifth Avenue in New York City.

我現在在紐約市 Fifth Avenue 的 Uniqlo 門市。

It's one of their global flagship locations.

這是他們其中一個全球旗艦店。

And at first you see jeans and shirts when you walk in the store.

一進門你看到的是牛仔褲和襯衫。

But go to the second level and you'll see this, a coffee bar tucked away into the corner of the store.

但走到二樓，你就會看到這個，藏在店角落的咖啡吧。

We're trying to make more like a service floor where people can pick up their clothing, repair their clothing, customize their clothing, while also enjoying a great coffee or great matchup.

我們試著打造一個更像服務樓層的地方，讓大家可以來拿衣服、維修衣服、客製化衣服，同時還能享用一杯很棒的咖啡或很棒的飲品。

I've long said that the easiest way to get in the experience business is to add a cafe, because it engages all five senses and it gets customers to spend more time with you.

我一直說，進入體驗式業務最簡單的方法就是加個咖啡館，因為它能同時觸動五種感官，讓顧客跟你待更久。

CNBC took a look at why retailers like Uniqlo are getting into the coffee business.

CNBC 報導了像 Uniqlo 這樣的零售商為何會投入咖啡事業。

Companies adding branded cafes to their stores is becoming increasingly common, but

在店裡增加品牌咖啡館的做法越來越普遍，但

there were some early pioneers of the concept.

Barnes and Noble partnered with Starbucks starting in 1993 to introduce cafes in its bookstores.

Barnes and Noble 從 1993 年開始與 Starbucks 合作，在書店裡開設咖啡館。

Target also partnered with Starbucks starting in 1999.

Target 也從 1999 年開始與 Starbucks 合作。

Over a decade later, both Ralph Lauren and Capital One opened their first cafes in New York City and Boston, respectively.

十多年後，Ralph Lauren 和 Capital One 分別在 New York City 和 Boston 開設了他們的第一家咖啡館。

One thing that we knew from the beginning would be important with cafes was that the environment was very welcoming and that people didn't feel like they were being sold to.

從一開始我們就知道，咖啡館很重要的一點是，環境要非常友善，讓大家不會覺得被推銷。

And so from the very beginning of the cafes and continuing today, we do not have a sales focus for the Capital One associates who work there.

所以，從咖啡館剛開始到現在，在 Capital One 工作的員工都沒有銷售重點。

Capital One told CNBC that it now operates 65 cafes nationally.

Capital One 告訴 CNBC，他們目前在全國經營 65 家咖啡館。

And and Ralph Lauren operates over 40 cafes across the world in cities like London, Barcelona, Hong Kong and Singapore.

而 Ralph Lauren 在倫敦、巴塞隆納、香港和新加坡等城市經營著超過 40 家咖啡館。

Another early adopter was aritzia, with its Aok Cafe, which started in 2018 and has scaled to 13 locations.

另一家早期採用者是 Aritzia，其 Aok Cafe 於 2018 年開業，現已擴展到 13 家分店。

These established players have found a concept that works and are continuing to grow.

這些老牌業者找到了可行的商業模式，並持續擴張。

But the past five years has seen a wave of newcomers.

但在過去五年裡，出現了一波新進者。

Uniqlo, for example, opened its first cafe in Tokyo in 2021.

例如，Uniqlo 於 2021 年在東京開設了第一家咖啡館。

This New York City Uniqlo coffee is the first location in the United States.

這家紐約市的 Uniqlo 咖啡館是美國的第一家分店。

But globally, the company has a total of nine coffee shop locations.

但全球來看，該公司總共有九家咖啡店。

The reason to wait until 2025 was really to make sure that we are being recognized as a brand in this market.

之所以等到 2025 年，是因為我們想確保品牌在這個市場上被認可。

We can continue to grow and add up new services and to continue to enhance that shopping experience to the US customers in 2024.

我們可以繼續成長，增加新的服務，並在 2024 年繼續提升美國顧客的購物體驗。

The brand, which has seen a cultural resurgence amongst Gen Z, saw a revenue increase of 22% in its most recently reported fiscal quarter.

這個品牌在 Z 世代間掀起文化復興，在最近公佈的財政季度營收增加了 22%。

Coach opened its first cafe in Indonesia to test the offering.

Coach 在印尼開設了第一家咖啡館來測試這個模式。

Since then it has opened four in the US and over a dozen more internationally.

從那之後，他們在美國開設了四家，國際上則有十幾家。

The data that's been really, really fascinating is we're seeing double to triple digit increase in the retail store sales with having a coffee shop from the increased traffic.

非常非常有趣的數據是，我們看到因為咖啡館帶來的額外人潮，讓零售店的銷售額增加了兩到三倍。

The trend has become especially prevalent in the US amongst luxury brands over the past few years.

這個趨勢在過去幾年來，尤其是在美國的精品品牌中變得非常普遍。

Fashion house LVMH opened a Dior Cafe in Dallas, a Louis Vuitton cafe in New York, and

時尚品牌 LVMH 在達拉斯開設了 Dior Cafe，在紐約開設了 Louis Vuitton cafe，

remodeled its Tiffany brand's Blue Box Cafe.

並重新裝修了旗下的 Tiffany 品牌 Blue Box Cafe。

Prada, which is not a part of lvmh, is also rumored to be opening a New York location in 2026 after opening cafes in London and Singapore.

Prada，雖然不屬於 LVMH，據傳在倫敦和新加坡開設咖啡館後，也將於 2026 年在紐約開設分店。

For higher end brands, it also presents an opportunity for customers to make a purchase even if they wouldn't normally be able to afford to shop at the store.

對於較高端的品牌來說，這也提供了一個機會，讓顧客即使平常買不起店裡的商品，也能進行消費。

Sure, a coffee may run you upwards of $9, but

沒錯，一杯咖啡可能要價 9 美元以上，

that's more of an attainable luxury in stores where three or four digit price tags are the norm.

但在那些動輒三、四位數價格的店裡，這算是比較容易入手的奢華享受。

We've actually seen a lot of younger customers come in 13, 14 years old and we're seeing them be able to experience Coach with some of the money that they may have earned from allowance and be able to have a pumpkin Matcha or a chocolate ch chocolate chip cookie.

我們看到很多 13、14 歲的年輕顧客進來，他們能用零用錢買杯南瓜抹茶或巧克力餅乾，體驗 Coach 的品牌。

So we see it across all generations, but maybe using it for different ways and different reasons.

所以我們看到各個世代都有這樣的消費，只是使用方式和原因可能不同。

And even if you are already buying from Coach Sanders says that shoppers can afford a cup of coffee a lot more frequently than a handbag, but

即使你已經是 Coach 的顧客，Sanders 說，顧客買杯咖啡的頻率遠高於買包包，

there are of course additional costs associated with this type of venture.

但這種經營模式當然也有額外的成本。

Coffee itself has become an expensive product.

咖啡本身已經是個昂貴的商品了。

Volatile weather conditions for coffee growers and more recently sweeping US tariffs have sent prices soaring.

咖啡種植區不穩定的天氣，以及近期美國實施的關稅，都讓價格飆升。

The companies we spoke to are taking different approaches on operating the actual cafes.

我們採訪的公司在實際經營咖啡館方面，採取了不同的做法。

Uniqlo and Coach are adding cafes to existing store locations.

Uniqlo 和 Coach 則是在現有店面裡增設咖啡館。

Capital One, on the other hand, says it's building locations with the cafes in mind as they take up more space than a typical bank branch.

Capital One 則表示，他們在規劃據點時就將咖啡館納入考量，因為咖啡館佔用的空間比一般銀行分行大。

The company then hands off operations to a third party.

該公司隨後將營運交由第三方處理。

Capital One actually doesn't operate the coffee and food and beverage sales and production in the cafes.

Capital One 實際上並沒有在咖啡館裡營運咖啡、食品和飲料的銷售與製作。

One of the reasons that branded cafe concepts have ramped up over the past few years is in response to post pandemic changes in the retail landscape.

品牌咖啡館概念在過去幾年蓬勃發展的原因之一，是對後疫情時代零售業格局變化的回應。

So Covid had a huge effect because it really decimated the experience economy.

所以 COVID-19 造成了巨大的影響，因為它確實摧毀了體驗式業務。

And yes, we can still buy any goods that are out there contactlessly.

是的，我們仍然可以無接觸地購買市面上的任何商品。

And so what does it take to get people to go out to the stores?

那麼，要如何吸引人們走進實體店面呢？

You need to be able to have experiences that they value.

And cafes, again, are the primary way to be able to do that.

而咖啡館，再次強調，是達成這點的主要方式。

When retailers open coffee shops, it can increase their brand exposure, can also drive incremental foot traffic and keep shoppers inside their stores for longer.

當零售商開設咖啡館時，可以增加品牌曝光度，也能帶動額外的客流量，並讓顧客在店內停留更長時間。

Primary reason for having a Uniqlo coffee in our store is obviously to bring more customers to the store, but

我們在 Uniqlo 店內設有咖啡館的主要原因，顯然是為了吸引更多顧客上門，但

also to have an inviting space, space for them when they come shopping.

同時也是為了提供一個舒適的空間，讓顧客在購物時有個地方可以休憩。

The interest behind and the concept behind is to make you feel at home, to be part of the brand, to feel the brand, to also spread the Japanese culture.

背後的興趣和概念是讓你感覺像在家一樣，成為品牌的一份子，感受品牌，同時也傳播日本文化。

Capital One's situation is a bit more unique.

So cafes offer a bit of a different opportunity.

所以咖啡館提供了稍微不同的機會。

The cafes are meant to be a showroom of Capital One.

這些咖啡館是 Capital One 的展示廳。

Bank accounts and credit cards and money are things that don't always feel tangible.

銀行帳戶、信用卡和金錢這些東西，不一定讓人感覺很實在。

And so the cafes can show, you know, can show up as a personification of what is Capital One.

所以咖啡館可以展現，你知道的，可以展現出 Capital One 的人格化。

But across all types of companies, cafes create an opportunity for revenue growth in a saturated retail environment.

不過，在各種公司裡，咖啡館在飽和的零售環境中創造了營收成長的機會。

If you design the cafe to be able to operate it at a profit, and

如果你設計的咖啡館能夠營利，而且

there's no reason, today's days and age where the people are paying for coffee, that you can't do that, and

在現今這個大家都在付錢買咖啡的時代，沒有理由做不到這點，而且

It may get them to make an extra visit every month or every quarter or every year.

可能讓他們每個月、每季或每年多來一次。

May get them to buy more because they slowed down and they looked at things.

也可能讓他們因為放慢腳步、看看東西而買得更多。

我認為我們從兩個面向來看，對吧？

When we open the Eniql coffee, there's one aspect that is making profits, which we are obviously monitoring week over week, month over month.

當我們開設 Eniql 咖啡時，其中一個面向是獲利，這我們很明顯地會持續關注，從每週、每月來看。

And then the second aspect is really about the customer.

而第二個面向則是真正關於顧客。

And really the reason why we open this coffee is to really help our customer and enhance their shopping experience.

我們開設這間咖啡廳的真正原因，是為了真正幫助我們的顧客，並提升他們的購物體驗。

As more and more brands open their own cafes, the retail coffee concept will become increasingly commoditized.

隨著越來越多品牌開設自己的咖啡館，零售咖啡的概念將日益商品化。

It's something that you need to refresh to think about how you change this over time.

這是你需要不斷更新、思考如何隨著時間改變的部分。

And you need to design it uniquely, right?

而且你需要獨特地設計它，對吧？

It's not enough like Barnes and Noble originally putting Starbucks in the stores.

光是在店裡放一間 Starbucks，就像 Barnes and Noble 最初那樣，是不足夠的。

The Tiffany Blue Box Cafe being a beautiful example of that.

Tiffany 的藍盒咖啡館就是一個絕佳的例子。

So that it's not just about the coffee, it's about immersing you in the brand values and, and

所以不只是咖啡，而是讓你沉浸在品牌價值裡，以及

One of Coach's best selling bags is called the tabby.

Coach 最暢銷的包款之一叫做 Tabby。

It's created a special cake at its cafes to compliment the product.

它在咖啡館裡推出特製蛋糕來搭配這個產品。

We're looking at changing the color of our tabby cakes, like, throughout the seasons.

我們正在考慮隨著季節變化，改變我們 Tabby 蛋糕的顏色。

We're also looking and working with our product development teams on what are some of the new icons or things that might be coming out as a brand and then how do we actually turn those into something that our customers can eat or drink.

我們也在和我們的產品開發團隊一起研究，有哪些新的標誌或事物即將作為品牌推出，然後我們該如何將它們轉化成顧客可以吃喝的東西。

I do think that brands look at each other and see what they're doing.

我確實認為品牌之間會互相觀察彼此在做什麼。

There is a little bit of a herd mentality going on regarding that, and

But I think also that everyone is doing it differently.

但我也認為大家都在用不同的方式做。

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為什麼零售品牌爭相開設店中咖啡廳？☕️ (Why Retail Brands Are Racing To Open In-Store Coffee Shops)

engage

opportunity

aspect

strategy