Introduction:Recently, Mixue Ice Cream & Tea has signaled its entry into the breakfast market through questionnaires and a mini-program, sparking discussion with its dairy beverages priced around 5 yuan on average. In addition to analyzing its pricing strategy and product line, this article also explores the brand’s development trajectory from a cold drink stall to a chain store, as well as the potential impact of its breakfast market layout on existing outlets. This is especially relevant for readers interested in affordable dining trends and coffee pairings, offering an in-depth look at the strategic intent behind Snow King’s move.
Recently, news that Mixue Ice Cream & Tea is entering the breakfast market has sparked heated discussion on social platforms, with related topics quickly trending. The catalyst was a questionnaire circulating within communities and friends’ circles, along with the quiet launch of a “Breakfast Series” of dairy products on the mini-program, with prices clustered aroundapproximately 5 yuan per item. Netizens responded enthusiastically, selecting traditional breakfast options such as youtiao (fried dough sticks) and spicy soup, with some even joking about the possibility of a future “Mixue Grand Hotel.”
According to survey content leaked from community forums, the company collected questionnaire data on consumer preferences for breakfast types, budget ranges, and desired formats. Meanwhile, the newly added “Breakfast Series” section on the mini-program ordering page features a range of dairy beverages at affordable prices, leading fans to speculate whether the brand is officially stepping into the breakfast arena. Many have already eagerly started selecting their ideal combinations, demonstrating high anticipation for the brand’s new direction.
Interestingly, long-time customers familiar with Mixue’s history point out that this is not the brand’s first foray into the food and beverage sector. As early as1997, founder Zhang Hongchao started with a cold drink stall called “Cold Wave Shaved Ice,” which gradually evolved into today’s Mixue Ice Cream & Tea. In its early days, the brand operated “Mixue Ice Cream & Tea Family Restaurant” and a “Chinese-Western Restaurant,” gaining local support for its affordable prices and generous portions. Although those restaurants have since closed, they left a deep impression on many longtime customers.
Therefore, many loyal fans view this breakfast product trial as part of the brand’s return to its foodservice roots, rather than a mere crossover attempt. They believe that Mixue’s move is more like rediscovering its early experience in running food businesses, rather than taking a complete leap away from its core operations.
Market observations also show that many chain brands, such as Gu Ming and Kudi, have already entered the breakfast market, launching meal combinations tailored for the “early eight crowd” (commuters needing an early breakfast), and receiving positive feedback. Therefore, for Mixue Ice Cream & Tea, which has a background in food and beverage, entering the breakfast sector is seen as a logical extension and aligns with its affordable, mass-market brand positioning.
However, some consumers have expressed concerns about the operational challenges that breakfast services might bring. Key worries include the need for store employees to start work earlier and increased workload. One netizen commented, “They’ll need to pay more or hire more people, otherwise I’d rather skip it,” and “Then they’d have to start work so much earlier,” reflecting concerns about rising labor and operational costs.
In response to market rumors, an insider close to the brand revealed to the media that the current “breakfast plan” is only undergoing a small-scale trial incities such as Dalian, Xi’an, Nanning, and Hangzhou, with the launched products mainly consisting of the four dairy beverages rumored online. The source emphasized that the brand currently has no concrete plans for large-scale promotion, making the trial clearly experimental in nature.
Additionally, for consumers who enjoy pour over coffee, it’s worth keeping an eye on the potential pairing possibilities of the dairy beverages in Mixue’s breakfast series. Breakfast-friendly dairy products can complement specialty pour over coffee (such as the brand’s drip bag coffee products), adding more layered flavor experiences to morning meals.
Overall, Mixue Ice Cream & Tea’s trial in the breakfast market is not just an extension of pricing and product lines, but may also hint at the brand’s strategic return to its foodservice origins. Whether it will expand its service scope or adjust its operational model in the future is certainly worth continued attention.
The above content is compiled by CoffeeHunters, a coffee news website.
