台灣咖啡業態競爭
楊惟雯
一、連鎖咖啡店新秀逼宮
事實上，近年隨著其他連鎖咖啡品牌的快速展店，台灣星巴克的獲利成長幅度緩和，觀察今年前三季統一超財報中，轉投資悠旅生活事業 (星巴克) 獲利 4.82 億元，低於去年同期 5.06 億元，反映咖啡業態競爭加劇。
其實，多年來台灣咖啡市場從過去由星巴克、麥當勞獨霸，到超商、全聯社咖啡席捲平價咖啡市場，甚至拓展版圖至各式精品咖啡連鎖。
近年連鎖業者路易莎加盟店更是快速興起，店數在2019年超車星巴克，cama 咖碼也來到百家店水準；當競爭越來越激烈，各家除了推出高 CP 值飲品，甚至為了提供消費者更舒適的休憩環境，積極開打「空間設計戰」，卯足勁在激烈競爭市場中突圍。
尤其，過去一年在都會區咖啡市場快速攻城掠地的路易莎，除擁有業者強調的熱輕食和價格平易近人的精品咖啡選項，據觀察，一位難求的店舖都有共同特色，也就是齊全的充電座位區，讓消費者享有更高 CP 值的產品與休憩空間。
值得留意的是，過去連鎖咖啡館如星巴克都是大坪數，甚至2~3樓，但近年來像是85度C、路易莎、cama café等連鎖咖啡店新秀，多以小店、外帶、外送的店型如雨後春筍成為替代選擇。
例如全台擁有120間門市的cama café，門市平均只有10~15坪，連鎖咖啡店新霸主-路易莎咖啡LOUISA COFFEE門市更已衝破480間，最早期的前200家一代店坪也僅5~10坪。
咖啡店愈開愈小的趨勢，是因為店家為了擠進有人潮的蛋黃區，勢必如此。
此外，強調質感和個性化的文青風咖啡店的興起，可以讓人一步入店內就能感受到咖啡香、咖啡萃取聲、看見新鮮現烘的咖啡豆，創造出容易接近，又充滿豐富感受的空間，也是推升咖啡店愈開愈小的另一主因。
二、星巴克開外送服務向宅消費傾斜
因應宅消費趨勢，今年星巴克亞太區重點計畫是拓展外送服務，繼日本、新加坡和泰國等市場展開外送後，台灣市場籌備近一年時間，從杯蓋防潑灑設計、配送品項選擇等不斷反覆測試，在外送平台可配送範圍內，測試外送到府的飲品和餐點品質。
台灣統一超轉投資星巴克近日為拓展顧客服務體驗，已攜手台灣兩大外送平台 foodpanda 和 Uber Eats 正式推外送服務，首波全台共百家門市上線，未來不排除加入更多外送門市，藉此增添營運新動能。
台灣星巴克指出，外送規劃有超過 50 款常態熱銷品項，包括焦糖瑪奇朵、那堤等經典濃縮與咖啡飲料、茶瓦納系列飲品，而輕食、甜點和包裝食品均納入服務範圍，消費者可直接透過 app 點購。
目前台灣星巴克有傳統店內消費、車道型門市 (Drive Thru) 兩種消費方式，此次導入外送服務後，星巴克表示，接下來不排除增加更多外送服務門市，或與更多外送業者合作。
三、體驗式行銷推上火線
但2019年底，路易莎咖啡和cama café將分別在南港CITYLINK的蔦屋書店和陽明山秘境，雖都會有全新大型店開幕，但都是直營，且肩負品牌形象使命的旗艦店。
顯示路易莎咖啡、cama café皆已經啟動30~50坪的二代店展店計畫。
未來，對各業者來說，如何在找到新的競爭利基、甚至提高客單價，各業者無不積極試水溫，近期開始從店鋪設計著手，並陸續推出店鋪代表作。
其中，星巴克近來討論度最高的門市當屬花蓮洄瀾門市，不僅是全亞洲首家貨櫃屋星巴克，也是全球最大，開出一年至今，已成為文青網美朝聖打卡知名景點。
路易莎咖啡最近則找上強力的合作夥伴─日本蔦屋書店，成為在台指定合作夥伴之一，雙方在南港蔦屋書店首度合作推出路易莎店中店，為品牌推向新里程碑。
而 cama 咖碼店數雖僅 120 餘家，遠遠落後星巴克、路易莎 450 家上下的水準，不過，近期也開出了旗艦店代表作「豆留森林」，改建陽明山上自 1937 年以來的歷史建築物「農林廳林業試驗所轄管廳舍」，也成為台北市政府文化局老房子文化運動 2.0 的首例，目標成為亞洲最美咖啡秘境。豆留森林一推出，除了吸引不少年輕新客前往打卡，也在咖啡圈帶動新話題，原因在於此家旗艦店中首次導入咖啡烘豆課程，並打造烘豆教室專區，設有專屬的咖啡講師，是國內連鎖咖啡業者創舉。
整體來看，隨著大型連鎖咖啡業者店數已達一定的規模後，除了持續在二三線空白區域城鎮加強拓點，在都會區設置密集的咖啡店之中如何脫穎而出，關鍵除了商品與價格基本因素外，如何用一杯咖啡、一份輕食買到的舒適空間、特色門市感受，將是影響消費者願意重複上門的重要因素。
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