By MOOK Scenic Spots' Kumiko, compiled and reported
The classic blue-striped bucket of popcorn is the lasting impression Garrett Popcorn leaves. (Photo / Garrett Popcorn Shops, the same below)
Upon entering Taiwan, it even invited Alex and Lee Yong-xian to promote the brand. The classic striped buckets caused a buying frenzy, with many people willing to wait in line for one to two hours. Later, a second branch was opened at SOGO Fuxing, and its fan page grew to 480,000 followers. Seasonal and festive-themed packaging, such as for Christmas, New Year, and cherry blossoms, were also launched to attract customers.
On its fan page on April 30, 2018, Garrett Popcorn posted a bilingual statement in Chinese and English, announcing that both of its Taiwan branches would cease operations by the end of April. The message included farewells like “See you soon elsewhere” and “Goodbye,” along with an image displaying the words “Thank You.”
Garrett Popcorn announced its closure on its official fan page.
Although no clear reason was given for the closure, underwhelming sales performance was a foreseeable factor. Both branches rarely saw queues, and the brand failed to establish a consumer habit or brand impression in Taiwan where people felt they “must eat”Garrett Popcorn. Pricing competitiveness was also a major issue.
The food and beverage market is highly competitive, and the pace of change is accelerating. Even if a brand becomes wildly popular for a time, sustaining consumer interest over the long run is a major challenge.