Development story【Coffee】Oishi café au lait

What was your first year's sales last year?

I sold for the first time last year, but I am very happy that the sales exceeded expectations. In June 2014, in the sales amount per column of our vending machine, despite the price setting of 180 yen (including tax), we won the first place among all items in the coffee category. Among coffee drinks, the ratio of women purchasing is as high as 30% or more, and a certain demand is confirmed not only in the morning, which is the peak of demand for coffee drinks, but also in the time zone from evening to night. I feel I was able to create a new demand that sets it apart from coffee drinks.

Please tell us how you got such a product.

In our sales situation, I thought that coffee had been difficult for some time and I had to do something about it.
Therefore I noticed that many women bought cup coffee at the chilled corner when looking at the convenience store.
And the price is around 200 yen.
If a vending machine can produce this taste, can you buy it? Such thoughts led to this product.

Is 180 yen too expensive?

Certainly, I had a considerable discussion in the company. At the beginning, it was laughed at the surrounding members that "it can not sell at such a price" because it was just overlapped with the tax increase, but most of the members said, "If you get a taste," they will push it as "this is not good!" It was
Still, I was uneasy, so I actually asked the customers a questionnaire and finally decided to release it.

What kind of place did you struggle most?

Taste and lose to chilled beveragesekinakaI had a hard time keeping both of the quality that can be sold by vending machines. In particularekinakaThe bottle with a lid was essential for the needs of the company, but I could not find a suitable factory, or I repeatedly gave up on the way, looking for a destination to use a large amount of fresh Hokkaido milk.

Are you evolving from last year's product?

Last year, many customers asked us to warm and drink, and this year we designed it to be cold but also delicious.
milk beverageSo it was very difficult to reduce the quality of the product when it was warmed up, but it was managed by the efforts of the manufacturer. Of course, it is even more delicious.

acure membersquestionnaire

acure members Released last year "【Coffee】Oishi café au lait I asked if you want to drink "hot", about 80% of customers answered that they want to drink hot! !