What the Queue Rules Mean for Street Coffee Shops

On the evening of August 5, the tea brand Chayan Yuese topped trending searches over a rule that two people cannot queue at the same time for ordering and for picking up drinks. The topic drew more than 300 million views. Many consumers called the arrangement a form of hunger marketing that keeps customers in the store longer and creates a busy appearance.

The brand has faced similar criticism before. Earlier in the year, some stores required customers to wait on site after ordering and to re-queue if they left, and mini-program ordering was disabled at some locations. Solo customers reported having to stand through two separate lines. In response, the company apologized and said the changes were meant to improve the drinking experience.

On the evening of August 5, Sexy Tea (Chayan Yuese) topped the trending searches due to its rule that "two people cannot queue simultaneously for ordering and picking up," with a readership of up to 300 million times, sparking heated discussions among netizens. Many consumers questioned that this "standing punishment" queuing is actually hunger marketing, intended to prolong customers' stay in the store and create the illusion of a bustling business. In fact, this is not the first time the brand has made trending searches due to queuing rules—at the beginning of the year, some stores stipulated that after ordering, customers must wait on-site, and leaving would require re-queuing, and even disabled mini-program ordering. Some customers reported that solo consumers had to queue through two lines alone, while those with companions could split up, causing those who ordered first to wait longer. In response, the brand publicly apologized, stating that the adjustment was intended to enhance the consumption experience and beverage taste. This article reviews the incident's context and various perspectives, and includes recommendations related to Front Street Coffee.

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On the night of August 5, the topic #Chayan Yuese does not support two people queuing simultaneously for ordering and picking up# quickly climbed to the top of trending searches, with readership exceeding 300 million times, attracting a large number of netizens' attention and discussion.

However, most netizens questioned this, believing that the "standing punishment" queuing is essentially a hunger marketing tactic, intended to prolong customers' stay in the store and create the illusion of booming business. Some netizens admitted that they were initially drawn by the crowd; others complained that regardless of extreme heat or rain, they could only wait outside the store...

Some netizens have experienced at a certain store that to get a cup of Chayan Yuese, one needs to go through three rounds of queuing: ordering, code verification, and picking up. For this "standing punishment" pickup process, many netizens expressed difficulty in understanding, and even found it incredible.

In fact, this is not the first time Chayan Yuese has made trending searches due to queuing issues. At the beginning of this year, some stores of the brand posted signs saying "Queue for pickup, no number calling," requiring customers not to leave after ordering and must wait on-site in line for pickup; if they leave midway, they must re-queue, and some stores also suspended the mini-program ordering function.

Additionally, many netizens posted that solo consumers need to queue in two lines themselves, while those with companions can split up, causing some solo consumers who ordered first to wait longer than those with companions who ordered later.

In response, the brand issued an apology statement, explaining that the original intention of the adjustment was to provide customers with a better consumption experience and beverage taste.

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