Koi

I'm queueing for the koi milk tea I just bought and can't help but to muse over 2 ideas. What is the secret behind koi? Why am I queueing here (which leads to another question: why is there a queue)

Conceptually, bubble tea has been around since time immemorial (ok at least since I was a kid) but why the sudden koi story?

I think quality is the first step. Economists love to think at the margin and this is how koi is. Their bubble tea isn't extremely awesome but it is NICER than others. And in a monopolistic comp market, sometimes that added edge is all that is needed. Simple sweetness, smoothness and chewy pearls can mean all the difference.

Expectations. Koi and Starbucks achieved something more than what they set out to do. They became stories, news and even part of our community. The koi queue breeds longer queues for several reasons: curiosity. Enough said. 2: gift, koi has become a social gift because of the queue. People are willing to queue for giving koi is a practical yet "sweet" gift (pun intended).

Will koi last? Well this is an MC market :)