Introduction:When the specialty coffee brand Mstand launched a non-coffee new product during Halloween — a potato sausage shumai (hand-held pancake), it immediately sparked heated discussion on social media. Why did this street food, which seemed so different from the brand’s usual image, become the center of attention? This article delves into real consumer feedback, the evolution of Mstand’s breakfast offerings, and the brand’s aggressive merchandise strategy in recent years to help readers understand the motivations behind coffee brands venturing into the food industry and their market response.
During Halloween, Mstand introduced a new product called the "Butter Bash Coffee Latte," along with a series of merchandise items. However, what truly captured consumers’ attention was an unexpected new item — the potato sausage shumai. This street-style snack contrasted sharply with Mstand’s usual image of sophistication and fashion, quickly becoming a hot topic on social platforms.
Many customers said they didn’t have high expectations for the shumai at first, but most gave positive reviews after trying it. According to early tasters, the shumai is a pre-made product that is heated by staff upon ordering. Reviewers noted that the outer crust was crispy, the filling included mashed potatoes and sausage, and the overall taste was good, with a better eating experience when hot.
One netizen bluntly stated, "I thought it would be just something casual, but the first bite was amazing." Many even ate two in one go because they liked it so much, with some suggesting the brand consider making it a permanent menu item. Such feedback shows that even a seemingly simple street snack can win market approval if the quality is right.
However, for long-time Mstand customers, it’s not new for the brand to offer breakfast items. Several years ago, Mstand had already introduced breakfast options such as baguettes and youtiao (Chinese fried dough sticks), allowing customers to pair them with coffee for a simple yet fulfilling breakfast combo. But compared to competitors like Starbucks, Manner, or Tims, Mstand’s breakfast offerings were limited in both value and promotion, so the launch of the shumai came as a surprise to many.
On the other hand, some loyal fans are puzzled by Mstand’s recent excessive focus on merchandise. Whenever new products are launched, the most talked-about items on social platforms are often various collaboration bags and accessory items rather than the coffee itself, leading to the brand being dubbed the “merchandise maniac” or the “bag factory of the coffee world.” Many netizens joke that before they knew it, coffee seems to have become an “accessory” to these merchandise items.
For this reason, when the potato sausage shumai became the talk of the town, many long-term Mstand supporters felt relieved, believing that the R&D team had finally returned to its “true path” by launching a food item that truly impressed. They hope the brand will continue to focus on the essence of its products in the future, bringing the spotlight back to coffee itself, rather than letting merchandise steal the show.
Overall, while the launch of the potato sausage shumai may seem like a slight “deviation” from Mstand’s brand identity, it also reflects current attempts within the coffee market for brands to seek differentiation and capture the attention of younger consumers. How to strike a balance between innovation and core brand values will be an ongoing challenge for Mstand and other specialty coffee brands.
The above content is compiled by CoffeeHunters, a coffee news website.
