Return to the way you came from?! Some cities in Mixue Ice City are selling breakfast!

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Recently, the chain tea brand Mixue Ice City may have posted information about its breakfast products on Social networks, attracting the attention and discussion of many fans, and related topics once appeared on hot searches.

It is reported that the source of this information began with a questionnaire survey circulated in community promotion and circle of friends. Judging from the screenshots posted by users, the official account of Mixue Ice City released a questionnaire about "breakfast" to a group of fans. The questions involved the type of breakfast they liked, the cost of purchasing breakfast, etc., as well as the respondents 'wishes. Form and taste.

In addition, some netizens found that a "Breakfast Series" has been quietly added to the ordering interface of the Mixue Ice City Mini programs, and a variety of dairy drinks with different flavors are put on shelves, with an average price of 5 yuan. Various signs have sparked speculation among fans that the Snow King should be taking a break at the breakfast track, shouting,"Snow King has lowered the price, I can eat it every day."

At the same time, some netizens started ordering mode after hearing the news. Baked bread, soy milk fried dough sticks, spicy soup, preserved egg and lean pork porridge, etc. appeared one after another in the comment area, which shows that fans are quite looking forward to the brand's next move and also makes onlookers tease "There may be Mixue Hotel in the future."

Interestingly, loyal fans who understand the history of Mixue Ice City do not think this is just a joke. Instead, they feel that the brand's move is like a move to resume its old business. It is understood that in 1997, Zhang Hong, the founder of Mixue Ice City, overspent the name of a cold drink stall called "Cold Flow Shaved Ice". Later, the cold drink stall developed into a "Mixue Ice City" cold drink shop, gradually becoming a well-known chain brand in the country today.

However, in the early days of his business, Zhang Hongchao not only opened a cold drink shop, but also set foot in the catering industry. He opened "Mixue Ice City Home-cooked Restaurant" and "Mixue Ice City Chinese and Western Restaurant". He was also very popular among local residents in Zhengzhou because of its cheap quantity and affordability, and his business was quite prosperous. Nowadays, the traces of restaurants and restaurants have long disappeared, but old users who have visited the store to consume are still obsessed with them.

For this reason, when Mixue Ice City revealed its signal of entering the breakfast field, old users were not surprised. To be blunt, it was not so much a brand cross-border attempt to new fields, but rather a return to the way it came and a return to the early stage of brand development. The catering industry involved.

Moreover, many netizens pointed out that many chain brands such as Guming and Kudi have tested the waters in the breakfast field, launching a variety of breakfast meals that can meet the needs of early eight people, and receiving good feedback. Therefore, for fans, it is reasonable for Mixue Ice City, which has catering experience, to want to sell breakfast.

However, although most people support Mixue Ice City selling breakfast products, some people worry that the breakfast business will force staff to arrive at the store early to prepare, and will also increase the workload of store employees."Raise the salary or hire more people. Otherwise, I would rather not eat" and "How early will their employees have to go to work?"

Just as netizens were discussing in full swing, a person close to Mixue Ice City told Jiemu News that the current "Breakfast Plan" is only partially piloted in cities such as Dalian, Xi'an, Nanning, and Hangzhou, and the online products are four breakfast dairy products spread online. The source also revealed that the brand currently has no large-scale promotion plan.

Picture from: Internet

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