Introduction:The physical bubble tea shop opened by Xiang Piao Piao on Chengdu’s Chunxi Road, featuring a “Tea-Making Boy Band” as its highlight, has attracted a large number of consumers. However, aside from the buzz generated by the high颜值 (good-looking) staff, many customers have raised questions about the beverage preparation methods, serving speed, and cleanliness at the counter. This article delves into the actual operations behind this marketing campaign and real customer feedback, helping readers understand the balance between drink quality and service experience.

Xiang Piao Piao’s recently opened physical bubble tea outlet on Chengdu’s Chunxi Road quickly became a hot topic on social media. The brand adopted a “Tea-Making Boy Band” marketing strategy, selecting 12 male staff members all over 180 cm tall with sunny appearances and pleasant personalities, chosen through social media voting from among 27 candidates. These staff not only handle drink packaging but also interact with customers and take photos, focusing on providing emotional value.

However, many customers reported that most drinks at the store are made by brewing tea bags with hot water and mixing them with fruit juice, which is noticeably different from the commonly seen freshly brewed teas or pour over methods in the market. Some customers pointed out that even though the counter was fully staffed, due to inexperience, it could still take up to half an hour to prepare a simple bubble tea, greatly affecting the overall customer experience.

In addition, some customers noticed that besides the staff making drinks, there were also non-essential personnel such as photographers frequently moving around the counter area, who were not wearing masks or hairnets as per food hygiene standards, raising concerns about hygiene management. Some comments stated bluntly that overall service details and food hygiene controls need improvement, falling short of the expected quality experience.

In fact, this is not the first time Xiang Piao Piao has used good-looking staff as a marketing tactic. As early as December last year, the brand launched a pop-up store at Hangzhou’s West Lake, which also attracted attention using a similar strategy. The physical store in Chengdu is seen as an extension and upgrade of this marketing concept, not only expanding the casting scale but also generating buzz through social media voting.

Industry observers noted that while such marketing tactics have successfully drawn young people to take photos, they have also led some consumers to question whether the brand is overly focused on external appearance while neglecting the essence of the drinks and the actual customer experience. Especially for consumers familiar with pour over coffee or premium beverage production processes, counter operation standards and hygiene conditions are often key indicators for evaluating drink quality.

Some coffee professionals suggest that whether it’s freshly made bubble tea or pour over coffee, counter hygiene, transparency of the brewing process, and operational professionalism are all crucial factors influencing consumer trust and repurchase willingness. For brands, finding a balance between creating buzz and maintaining service quality will be an important challenge for long-term operations.

In summary, Xiang Piao Piao’s trial run with a physical store, through the “Tea-Making Boy Band,” has successfully created buzz and foot traffic, but there is still room for improvement in beverage preparation methods, serving efficiency, and hygiene management. For consumers, in addition to paying attention to the brand’s marketing highlights, they should also observe the drink production process and on-site service details to enjoy a more satisfying consumption experience.

The above content is compiled by CoffeeHunters, a coffee news website.