A large number of dessert brands under the banner of "confectionery shop" have sprung up, among which matcha is the most popular among consumers, and the market potential is huge. In line with this trend, Wuxie, a Nanjing brand founded in 14 years, has opened more than 100 branches in major cities across the country in just four years, and its momentum has been overwhelming. Hangzhou, which belongs to the Yangtze River Delta region with Nanjing, currently has more than a dozen innocent stores, which is not an exaggeration to describe it as "all over the city".

 

The Wuxian store in Hangzhou has adopted a similar marketing strategy to the Shanghai store, focusing on ice cream and drinks, while cutting cakes and cannoli are on the back burner. Under such a trade-off, the turnover rate of cakes in the store is low, and the freshness naturally decreases, which affects the taste. For example, the green mountain that is claimed to be added to the West Lake tea leaves is delicate green on the outside, but it is too dry on the inside, which is a failure for a mousse, and the lack of humidity will make the mousse taste the same gel, lacking the water condensation texture that it should have; In addition, it may be the reason that it has been placed in the freezer for too long, which affects the taste and sweetness of the cream and the crust itself, which makes this "Hangzhou custom model" lose its lustre.

 

At a time when matcha mille-feuille is the standard for cake shops, customers are becoming more and more interested in the taste of this category of cakes. The performance of the innocent matcha mille-feuille is not bad, and the matcha powder used has a light taste, low sweetness and bitterness; The thickness of the skin is not too thin, it has a certain chewiness and looks tender because of the cream mixed in it; The sprinkling of walnuts on the surface is an innocent innovation, providing a crispy texture and blending nutty notes with matcha aromas.

 

Trying to innovate in the form of products to meet the needs of the market is the key to the rapid development and growth of Wuxie, but in this process, Wuxie has also lagged behind in the quality of production and service support. In addition to the aforementioned problem of low turnover rate affecting the quality of desserts, the number of waiters in the store and the service attitude are also unsatisfactory, and the lack of service makes customers in a "semi-self-service" state many times, and the indifferent attitude of the staff is also unpleasant. As an emerging chain cake brand, while expanding rapidly, there are still many areas that need to be improved in quality control and service.