Burberry's Coffee Truck: A Closer Look at the 60-Yuan Capsule Americano

Burberry recently parked a sapphire blue coffee truck near the Rosewood Beijing, drawing passersby with its striking design. The menu included coffee, ice cream, and pastries, but no exclusive drinks. One customer found that the average 60-yuan americano was made using Nestlé capsules, and a latte order arrived as an americano. Even the handwritten menu misspelled 'Americano,' raising questions about whether the experience is worth the price.

Luxury brands like LV, Dior, and Gucci have previously entered the coffee space with pop-ups. These events often attract aesthetics-driven crowds, but the actual coffee can be basic. For coffee lovers, the appeal may lie in the novelty rather than quality. The Burberry truck, with its simple setup and high prices, highlights the gap between brand image and what customers actually receive in the cup.

It's no longer news that luxury brands cross over into selling coffee—brands like LV, Dior, and Gucci have all launched themed coffee events. Recently, Burberry set up a sapphire blue pop-up coffee truck downstairs from the Rosewood Beijing, attracting many passersby and aesthetics-driven folks to stop and take photos. However, after a curious consumer visited in person, they discovered that the coffee here, averaging 60 yuan a cup, was actually made with Nestlé capsules, and the latte they ordered turned out to be an Americano. Even more surprising, the English word "Americano" was misspelled on the handwritten menu. Is this cup of coffee, jokingly called by netizens as "90% emotional value," worth buying? Let's take a look.

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Recently, a sapphire blue coffee truck parked downstairs from the Rosewood Beijing has successfully caught the attention of many passersby who care about aesthetics. Everyone was guessing which brand was running a limited-time event with this particularly eye-catching coffee truck.

Some netizens revealed that this coffee truck actually belongs to the luxury brand Burberry, which is holding a limited exhibition at the Rosewood Hotel. It's a pop-up event where passersby can buy coffee and baked goods, and take photos as well.

In the eyes of many netizens, luxury brands crossing over into coffee is nothing new. Brands like LV, Dior, and Gucci have previously teamed up with coffee brands in some shopping malls to launch themed exhibitions or pop-up coffee trucks and similar events. What really interests coffee lovers are often the one or two limited-edition drinks at these events. Some netizens who like to try new things will even make a special trip to the scene to see if these crossover brands can come up with something eye-catching.

So recently, a consumer who couldn't contain their curiosity decided to go experience the Burberry coffee truck in person, wanting to see what kind of limited-edition products Burberry, famous for its trench coats, would bring.

From the on-site photos taken by this customer, the interior setup of the coffee truck is quite simple: a handwritten menu on the counter, a coffee machine, and some baked goods. Judging from the blackboard, the items sold at this pop-up event include coffee, ice cream, and bread and pastries—basically the common categories found in ordinary coffee shops, with none of the limited-edition drinks netizens had expected.

This customer also noticed that the products at the pop-up event were generally priced high, with coffee averaging around 60 yuan. Although the price wasn't cheap, the customer felt that if Burberry could sell a drink for 60 yuan, perhaps it had something unique going for it, so they ordered a latte from the staff.

As it turned out, this 60-yuan coffee was indeed somewhat different.

According to this customer, when she received the finished drink from the staff, she found that although she had clearly ordered a latte, what she got was an Americano without milk.

Even more unexpected, "a 60-yuan cup of coffee is actually Nestlé capsule coffee." She had originally thought Burberry and Nestlé had a collaboration, which was why this brand of coffee capsules was used. But the staff explained that there was no brand collaboration as the customer had guessed—it was simply that all the coffee produced by the shop was made with capsules.

Such an unusual consumption experience left this user full of sighs. She said bluntly that compared with other luxury brands that cross over into selling coffee, Burberry's 60-yuan capsule Americano really delivers on emotional value—aesthetics-driven folks who love taking photos can raise their cups for a shot, and customers who want to get the same brand items can also derive satisfaction from it.

Many people say bluntly that high-end luxury brands are crossing over into selling coffee one after another. On the surface, they're using trendy, approachable drinks to attract public attention, but in reality, they're providing photo-taking enthusiasts who love checking in at shops with a prop bearing the brand logo, so that consumers who like high-end luxury brands can gain satisfaction and happiness through these limited-time events.

Seen this way, when a capsule Americano is put into a paper cup with the Burberry logo on it, it's not hard to understand why its price rises accordingly. As netizens say, what customers are buying is a cup of coffee that is "90% emotional value," and some comfort consumers by saying, "Not giving instant coffee is the greatest respect."

In addition, some netizens remind that if you want to take photos in front of the coffee truck, it's best not to let that handwritten menu appear in the frame. Otherwise, it's easy for sharp-eyed people to notice that the English word for Americano, "Americano," is misspelled on the menu, and the staff never corrected it.

Image source: Xiaohongshu

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