星巴克想了个办法把东西卖更贵!你愿意掏钱吗?

来源:微信公众号:沪江英语    2019-02-11    人气:316

It was supposed to go like this.

事情就是这样。

The Starbucks you know would carry on being the Starbucks you know, except that it wanted you to know it more often.

你所熟知的那个星巴克依旧会是你熟悉的那个星巴克,只不过它会希望你更常记起它。

The coffee chain intended to lure you in for lunch as well as breakfast. It wanted you to believe it was keeping up with at least some of the changing tastes.

这家咖啡连锁店不光希望引诱你去吃早餐,现在还希望让你去吃午餐。它希望你认为它能赶得上人们胃口的变化,至少是一部分变化。

But if you were a Millennial, or merely (thought you) had a slightly superior palate, it wanted you to switch to a new, fancier version of Starbucks. This was called Starbucks Reserve.

但如果你是80后、90后,又或者仅仅是觉得自己有味觉上的优越感,那星巴克就希望你能转而光顾一个更新、更高端版本的星巴克。它叫做“星巴克臻选”。

It would be reserved for more discerning types, those who were prepared to spend $10 for a coffee whose beans had been trodden on by the pedicured feet of peasants who live in the clouds and never talk to strangers.

它是为那些更识货的人臻选的,也就是那些愿意花60多块钱买一杯咖啡的人;这些咖啡的咖啡豆可能是由农民用脚进行过践踏处理的,这些农民的脚经过了精心护理,而且他们住在云中仙境里、从来不和陌生人说话。

That was the vision presented just a couple of years ago by former CEO Howard Schultz. He promised there'd be 1,000 of these glorious tasting rooms by the end of 2017.

这就是几年前由前CEO霍华德·舒尔茨提出的愿景。他承诺,到2017年底会有1000家这样的豪华品鉴门店。

But here we are in 2019. Millennials have less money than everyone hoped they'd have.

不过,现在我们已经到2019年了,而80后、90后手上的钱比很多人希望的要少。

And Schultz's successor, Kevin Johnson, has decided that there will be, oh, only six to 10 of these Reserve stores for now.

舒尔茨的继任者凯文·约翰逊则决定:现在的臻选店有6到10家就好了。

As The Wall Street Journal reports, Johnson has sniffed the poshification of Starbucks and decided it's not really for him. He told the Journal:

正如《华尔街日报》报道的,约翰逊早就嗅到了星巴克精品化的趋势,但他觉得这不是他需要的。他对日报说:

One thousand was an aspiration. And six to 10 sounds like desperation. I worried when Schultz said the Starbucks brand could ascend to the levels of high-quality wine, there to be sniffed, sipped, and savored. At the time, I feared it would be like McDonald's suddenly offering a $10 burger.

1000家店确实是一种抱负,而6到10这个数字听起来似乎很绝望。当舒尔茨说要让星巴克上升到高端红酒的高度,说要让顾客去嗅气、去尝、去品,我是感到很担忧的。我当时担心的是,这似乎就像是麦当劳要卖60多块钱的汉堡。

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