Introduction:The popular tea brand Cha Yan Yue Se recently sparked widespread discussion with its new rule that “ordering and pickup queues must be separate,” quickly trending on social media with over 300 million views. Dubbed by consumers as “standing punishment” queuing, this measure has raised questions about whether the brand is deliberately extending customer wait times to create the illusion of high demand. This article delves into the background of the incident, public reactions, the impact of the queuing system on the customer experience, and the considerations behind the brand’s adjustments.
On the evening of August 5, the well-known milk tea brand Cha Yan Yue Se made headlines after introducing a new rule prohibiting customers from queuing simultaneously for ordering and pickup. The topic quickly garnered nearly 300 million views, igniting heated online discussions. Many customers criticized the move as a form of “standing punishment” queuing, suspecting it to be a hunger marketing tactic—artificially prolonging in-store waits to fabricate a bustling atmosphere.
Numerous netizens expressed dissatisfaction with the regulation, arguing that such a queuing method is not only time-consuming and exhausting, but also forces people to wait for long periods in hot weather or rain. Some customers admitted they were initially drawn into the store by the long lines outside, while others complained about having to endure harsh weather conditions without any shelter during the wait.
In fact, what netizens have dubbed “standing punishment” involves a multi-step process where customers must queue separately for ordering, code verification, and pickup. This cumbersome and inefficient procedure has left many customers confused and frustrated. Some shared their experiences online, noting that purchasing a single drink at certain outlets required going through three separate queues—an incomprehensible hassle.
This is not the first time Cha Yan Yue Se has trended due to its queuing policies. Earlier this year, some outlets announced a “no-number calling” pickup policy, requiring customers to wait on-site after ordering and forbidding them from leaving, lest they have to queue again. Additionally, some stores temporarily suspended mobile app ordering, further increasing pressure on in-person queues.
Many customers reported that solo shoppers often had to queue alone for both ordering and pickup, while groups could split tasks. As a result, some solo customers who finished ordering earlier ended up waiting longer than later-arriving groups. These inconsistent waiting experiences triggered considerable frustration and complaints.
Faced with public backlash, Cha Yan Yue Se issued a statement explaining that the goal of adjusting the queuing rules was to enhance the overall customer experience and ensure the optimal taste of their drinks. The brand emphasized that the changes were based on a comprehensive consideration of customer feedback and product quality, though whether this explanation will appease dissatisfied customers remains to be seen.
The above content is compiled by CoffeeHunters, a coffee news website.
