Why Did the Chagee Ordering Function Coffee System Struggle?

Chagee's seventh anniversary tear-the-cup lucky draw ran at all Malaysian stores on the 16th and 17th, with prizes including discount vouchers, designer backpacks, electronics, perfumes, and lipsticks. Order volumes surged, and some stores showed more than a thousand drinks waiting to be made, with a few exceeding three thousand cups.

The function coffee system could not keep up: wait times grew very long, the ordering system would not let customers cancel, and product quality slipped. Consumers said the brand should have anticipated the campaign's popularity and set flow-control measures in advance. The incident is a reminder that promotion scale needs to match ordering and pickup capacity.

CHAGEE celebrates its seventh anniversary. All stores in Malaysia launched a tear-the-cup lucky draw from the 16th to the 17th, with prizes including discount vouchers, designer backpacks, electronics, perfumes, and lipsticks, attracting a large number of consumers to place orders enthusiastically. However, after the campaign began, order volumes surged at many stores, with some stores having more than a thousand drinks waiting to be made, and some even exceeding three thousand cups, leading to a series of problems such as excessively long wait times for pickup, the ordering system being unable to cancel orders, and declining product quality. Consumers expressed dissatisfaction one after another, believing that the brand should have anticipated the campaign's popularity in advance and taken flow-control measures. This article reviews the course of the incident and feedback from all sides for coffee and tea beverage enthusiasts' reference.

▲

Click to follow | Daily specialty coffee culture magazine Coffee Workshop

Recently, CHAGEE welcomed its seventh birthday, and stores in various regions planned activities of many kinds to celebrate. Among the many celebration segments, the "tear-the-cup" gameplay launched in the Malaysian market was undoubtedly the one fans could not get enough of.

It is understood that CHAGEE simultaneously launched a lucky draw at all stores in Malaysia from the 16th to the 17th. After purchasing designated drinks, customers could tear open the outer packaging cup for a chance to win prizes prepared by the organizer, including discount vouchers. In addition to regular discounts, this campaign also offered physical grand prizes such as designer backpacks, electronics, perfumes, and lipsticks. It was precisely these generous rewards that attracted a large number of consumers to participate eagerly.

Faced with such tempting prizes, many customers, harboring the mindset of "take a gamble and maybe strike it big," rushed to place orders. Since the campaign started yesterday, order volumes at many stores in Malaysia have seen explosive growth. The ordering screen showed that the number of drinks waiting to be made at some stores had exceeded a thousand cups, and at certain stores even surpassed 3,000 cups, with this number only increasing and not decreasing for quite a long time, fully demonstrating fans' fanaticism for the campaign.

However, the excessive order volume also made the pickup process extremely difficult for customers. Many people reported that they waited bitterly for several hours after ordering before getting their drinks, while others stared at the numbers on the ordering system and mocked themselves, saying, "Do I have to wait until two or three in the morning to get my milk tea?"

Some users unwilling to spend time waiting pointed out that the official ordering platform did not provide a function to cancel online orders, so once an order was placed, it could not be modified by oneself, and customers could only go to the store to ask the overwhelmed staff for assistance. This after-sales method was both time-consuming and laborious, and the experience was not friendly for consumers.

In addition to the above problems, customers had even more feedback about this chaotic tear-the-cup campaign: "The quality of the milk tea produced during the campaign is worrying, not up to the usual standard," "The order has been paid and the bank has deducted the money, but there is just no pickup code," "I don't know whether it's an ordering system malfunction or the staff failed to scan the code according to procedure before serving the drink. The ordering interface shows it has not been served, but the drink is already made and sitting on the counter"...

Various situations beyond users' expectations made them say bluntly that the experience of this campaign was extremely poor. They mentioned that CHAGEE had also held similar tear-the-cup campaigns before, and at that time the scene was not so chaotic, and on the whole most consumers could feel satisfied.

But this campaign was plagued by frequent problems, which truly made many users dissatisfied with the brand. Most people pointed out that as the organizer, CHAGEE should have been able to foresee the campaign's popularity and formulate response plans in advance for various situations that might occur at offline stores, so that the entire campaign could proceed in an orderly manner.

They believed that the brand should control the number of orders accepted by stores, so that staff could finish handling the orders already taken within a certain period of time and ensure that consumers could pick up their drinks smoothly, rather than letting "orders placed today not be picked up until dinner time tomorrow," which affects customers' campaign experience.

Image source: Internet

Disclaimer: Some images in this article are from the Internet. For some content on the website, such as images, we will respect the original author's copyright and indicate the source. However, due to the large quantity, some images and texts may not have been credited in time. Please forgive us. If the original author has any disputes, they may contact the website for handling. Once verified, we will correct it immediately. Compiled and edited by "Coffee Workshop." Please indicate the source when reposting. If there is infringement, please inform us for deletion. Thank you~!

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