In China, where the bakery cafe market is packed with popular brands such as Starbucks, Christina Bakery, BreadTalk and Croissants de France, Macquarie Equities Research describes why 85°C could win over consumers’ hearts:
Fresh from the oven: About 90 percent of 85°C’s bakery products are freshly baked (versus 20 percent at most of its competitors).
As China’s consumer culture continues to evolve, Chinese buyers will want higher quality and opt for freshness.
Research and development: Every month, 85°C’s chefs come up with 20 new bakery products and 10 new cakes.
It currently carries 100 varieties of bakery goods, 35 kinds of cake and 50 types of beverage that each store can mix and match for customers.
This caters to Chinese consumers who increasingly like changes in their daily consumables.
Brand awareness: Now that it has established a strong foothold in Shanghai, 85°C’s brand awareness will help it penetrate into other Chinese regions.
Chinese consumers tend to view successful brands from Shanghai as trustworthy, and should therefore be more likely to accept this brand.
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