Introduction:A video of a Mixue Ice Cream & Tea employee crying while preparing drinks due to a sudden surge in orders sparked widespread discussion, highlighting the work pressure faced by beverage industry workers under low-price promotion strategies. This article delves into the operational contradictions behind the incident, analyzes how price wars on delivery platforms exacerbate staffing imbalances in stores, and shares practical challenges and psychological adjustment advice for beverage industry workers in high-intensity work environments.

Recently, an online video showed an employee at a Mixue outlet in Wenzhou, Zhejiang, overwhelmed by a massive influx of orders, accumulating labels for drinks waiting to be prepared that stretched several meters long. Eventually, the employee broke down in tears while continuing to make beverages. According to a delivery person on the scene, the store at the time had only one staff member dealing with a continuous stream of orders, who persevered in completing the work even after failing to get help.

The incident occurred in early June, during a period when most tea beverage brands were offering significant discounts. Consumers could purchase drinks originally priced between 7 to 8 yuan for as low as 3 to 4 yuan through delivery platforms, leading to a surge in orders at multiple chain brand outlets, including Mixue. Notably,many branches did not adjust their staffing levels accordingly, leaving frontline employees facing excessive work pressure.

Industry insiders pointed out that promotional activities such as “1-yuan lemonade” can effectively boost single-store sales, but are often accompanied by delays in personnel scheduling. Multiple beverage industry workers confirmed that during peak hours, they often have to work continuously for hours without rest, and even without time to hydrate. This high-intensity work model can easily lead to mental strain among employees, significantly reducing their ability to respond to unexpected situations.

After the incident came to light, online public opinion showed diverse reactions. Some netizens expressed sympathy for the employee’s situation in the video and acknowledged their dedication; others questioned the rationality of the store’s staffing arrangements, especially during periods when a significant increase in orders was expected. Experts cautioned that the beverage industry should assess the capacity of its logistical support systems while formulating promotional strategies.

In response to public concerns, the management of the involved store later explained that the person in the video was actually the store manager, and that the emotional breakdown was mainly due to personal family issues rather than work pressure. However,the store admitted that the morning shift usually only had one staff member assigned, which is generally manageable under normal circumstances, but proved insufficient during sudden surges in orders. Mixue Ice Cream & Tea’s official response stated that they had recorded the relevant situation and would further investigate the specifics.

This incident also reflects the indirect impact of competition among delivery platforms on physical stores. When platforms compete for market share through subsidies, the discounts consumers receive ultimately translate into short-term order surges for stores, yet the corresponding support measures often fail to adjust accordingly. Industry workers are calling for more flexible staffing mechanisms to cope with traffic fluctuations brought about by seasonal changes or promotional activities.

Industry experts suggest that beverage workers in high-pressure environments should pay attention to regulating their physical and mental well-being in a timely manner, including taking brief breaks during work, staying well-hydrated, and establishing mutual support systems with colleagues. For operators, in addition to focusing on sales growth, it is even more important to prioritize the rational allocation of human resources and the maintenance of employee mental health.

The above content is compiled by CoffeeHunters, a coffee news website.