Supermarket chain plans revolutionary step - and launches frontal attack on Starbucks

Starting in October, the Swiss food chain Migros will compete with the Starbucks coffee empire with a new offer.

• A Swiss supermarket chain is starting a pilot project for everything to do with coffee.

• Starbucks will face competition from October and must fear for its loyal customers.

• With bonus systems and flat rates, customers should pay attention to their data.

Zurich - competition stimulates business - or drives the top dog out of its own territory.

The

is breaking new ground and tests from October a

.

Customers can choose to pay a fixed amount for two or four weeks and drink as much coffee as they want.

Initially, a test phase will run from October during which a selected number of customers can use the new flat rate called "

".

Migros competes with Starbucks: Pay once - drink unlimited coffee

As the

reports, it is

no coincidence

that the

reminiscent of Netflix or Spotify.

A Migros spokeswoman confirms that the concept was based on today's customer requirements:

for the regular use of services and products.

The idea of ​​the flat rate is of course not new - but in the area of ​​hot drinks it is quite innovative.

Flat rates are currently still a rare occurrence,

especially

.

In addition to locally limited startup cafés in Berlin, for example, only the Pret a Manger sandwich chain has so far offered a coffee subscription - but only at the British locations.

Coffee competitor

does not offer its customers a flat rate, instead there is a rechargeable card with which one can make cashless payments and participate in the “My Starbucks Rewards” bonus program.

Will there be a #starbucks copy of @migros soon? #Migros #kaffeehttps: //t.co/R2aMWS0ArW

- Marc Boixet (@MBoixet) July 10, 2020

The American coffee giant has

16 branches

in the city of

alone

.

The

can be used in the pilot project at 35 locations.

So a serious competitor for

in

.

Migros: flat rates and customer cards - everything just to get customer data?

One

about the new introduction of the Ezycup model: It works largely analogously.

Customers receive a subscription card.

This means that, in contrast to Netflix and Co., as much data as possible from customers about their behavior and preferences is not collected here.

But:

According to the Handelszeitung,

expects more

when customers get a coffee, such as pastries.

In this way, the customer may be seduced into a purchase that would otherwise not have taken place.

And ultimately,

is also

interested in insights into customer behavior.

If the subscription model is to be extended to all of Switzerland in the future, an

developed - and this will also start digital data collection.

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