Is the Chagee sticker craze about coffee or drink orders?

A trend called fully labeled Bawang Chaji spread on social platforms after customers used a 0-yuan prompt product on delivery platforms to add large quantities of this store's merchandise has been given away stickers to their carts. One cup appeared covered in dozens of labels. Store staff say the printer then churns out invalid stickers, wasting consumables and adding workload during a false order surge.

Most onlookers said they could not understand the behavior, though some suggested it was done by photo-taking enthusiasts seeking attention. The incident is separate from questions like is coffee bad for you or how to set milk to coffee ratio, since it concerns milk tea ordering and delivery platform options. It highlights how free add-on items can be exploited and burden store operations.

Recently, a discussion craze about "fully labeled Bawang Chaji" has swept across social platforms. Some customers have posted packaging cups covered with dozens of labels, at first glance making people think they ordered a deluxe toppings combo, but upon closer inspection, they realized that aside from one label showing the drink name, all the rest read "This store's merchandise has been given away." Behind this puzzling behavior is customers exploiting the 0-yuan prompt product on delivery platforms to add large quantities to their carts, causing the store's label printer to indiscriminately print out a bunch of invalid stickers. Staff members, facing a sudden "order surge" that turned out to be a false alarm, complained that this wave of operations wastes consumables and increases workload. What exactly is going on? Let's take a look.

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Recently, a post on social platforms about "fully labeled Bawang Chaji" has attracted a large number of netizens' attention.

The poster showed a packaging cup densely covered with dozens of labels. Many people at first glance thought this customer had ordered a "toppings family bucket," which led to such an exaggerated number of labels. But upon closer inspection, aside from one label indicating the drink name, all the other labels uniformly read "This store's merchandise has been given away."

This wave of operations left onlookers completely baffled. Some suspected that the store's label printer had malfunctioned, spitting out these stickers unrelated to milk tea. However, that was not the case. This customer specifically selected the 0-yuan "This store's merchandise has been given away" option when placing the order and manually modified the quantity, thus obtaining this pile of extra printed cup stickers.

Many netizens who understood the situation expressed difficulty comprehending it. Although some analyzed that this might be deliberately done by certain photo-taking enthusiasts seeking attention, most people said they really couldn't understand this puzzling behavior.

Also left bewildered by this ordering method were the workers at Bawang Chaji stores. One employee shared a long string of labels they received, saying that upon first seeing so many labels, they got excited, thinking a big order had come in. But when they looked closely, the joy in their hearts instantly turned into speechlessness—most of the cup stickers read "This store's merchandise has been given away," and they could only sigh, "Bad news: the surge went sideways."

Some workers reported that recently their stores have encountered similar delivery orders. Because on certain third-party platforms, a 0-yuan "sold-out notice" item appears in the product list, some users add large quantities of this product when ordering. But the in-store label printer does not distinguish order contents when printing; it only executes according to preset programs, resulting in a bunch of meaningless labels being printed.

What's frustrating is that according to some stores' requirements, regardless of whether the content on the cup stickers has any practical meaning, employees must stick all labels onto the corresponding packaging cups without missing a single one. Thus, a cup of "fully labeled Bawang Chaji" was born, used by the orderer for photo-taking and showing off.

Many employees responsible for applying labels admitted that if the store is in the middle of an order surge, this kind of "fully labeled milk tea" order will undoubtedly add a lot of unnecessary workload. Most netizens also feel that "fully labeled milk tea" doesn't look aesthetically pleasing, and moreover, to completely cover the cup body with labels, making such a cup of milk tea wastes a large amount of printing consumables. They really cannot approve of these orderers' bizarre operations.

Some pointed out that certain food and beverage stores set the price of meaningless products like "warm reminders" on delivery platforms to a certain amount, in order to prevent users from adding them to their shopping carts when ordering.

However, Bawang Chaji employees helplessly stated that delivery platforms are not managed by the stores, so they have no authority to modify product prices. But some employees said they have reported this situation to their superiors. As for whether management will adjust prices to reduce users' meaningless ordering behavior, there is currently no clear news.

Image source: Xiaohongshu

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