{"id":2335,"date":"2025-03-31T09:59:45","date_gmt":"2025-03-31T09:59:45","guid":{"rendered":"https:\/\/eccellenzedimpresa.it\/?post_type=cp_magazine&p=2335"},"modified":"2025-04-30T07:57:51","modified_gmt":"2025-04-30T07:57:51","slug":"ripensare-il-fast-food-come-mixue-ha-infranto-le-regole-e-battuto-mcdonalds","status":"publish","type":"cp_magazine","link":"https:\/\/demo.eccellenzedimpresa.it\/en\/magazine\/ripensare-il-fast-food-come-mixue-ha-infranto-le-regole-e-battuto-mcdonalds\/","title":{"rendered":"Rethinking fast food: how Mixue broke the rules and beat McDonald’s"},"content":{"rendered":"\n
<\/div>\n\n\n\n

<\/p>\n\n\n\n

<\/div>\n\n\n\n

Mixue Ice Cream & Tea has been a game changer in a world where fast-food giants rarely face competition. The Chinese brand, known for its affordable ice cream and tea drinks, surpassed McDonald’s number of outlets to become the<\/strong> world’s largest fast-food chain<\/strong>. By the end of 2024, Mixue<\/strong> operated more than 45,000 outlets<\/strong> in Asia and Australia, surpassing McDonald’s, which has 43,000 locations, and Starbucks, with 40,576 outlets. Unlike its Western competitors, which have taken decades to perfect their internationalization strategies, Mixue has achieved rapid growth through its focus on accessibility, strategic market positioning, and a unique business model.<\/strong><\/p>\n\n\n\n

<\/div>\n\n\n\n

McDonald’s and other Western chains have built their empire by offering their high-calorie solutions to families, commuters and professionals looking for a quick meal. Mixue focuses on light, refreshing, and convenient drinks and ice cream instead of full meals. This makes it a popular choice among younger consumers who prioritize convenience and socializing while winking at sustainability.<\/strong><\/p>\n\n\n\n

<\/div>\n\n\n\n

In fact, the very low-cost business model has been a significant factor in its success: ice cream cones are priced at just over 1 yuan (about 20 cents) and drinks range from 2 to 8 yuan (30 cents to $1.20). These prices are unbeatable, especially at a time when global listings of products in fast food restaurants are constantly rising. This convenience has turned Mixue into an everyday treat for many, especially students, young professionals, and wallet-conscious customers.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Not just a fast food chain but a \u201csocial hub\u201d<\/strong><\/strong>
While in the West fast food is synonymous with speed and convenience, in China, Mixue, it has evolved into a cultural phenomenon. It is not just about buying ice cream, but also about socializing. Unlike McDonald’s, where consumers eat a meal on the fly, Mixue’s establishments have become gathering places. Many young people go there because it is a popular place to meet, chat and relax. But not only that. Mixue has become destination for \u201cdating\u201d and \u201chang out.\u201d In this it is becoming an irreplaceable place, a \u201cmust go,\u201d supplanting social media in matching.<\/em><\/p>\n\n\n\n

<\/div>\n\n\n\n

The difference in consumer behavior is crucial. Mixue’s business model is in line with a market that prioritizes leisure over efficiency. <\/strong>Its presence near college campuses, on shopping streets and in less affluent cities works to attract an audience that is not in a hurry. It is a stark contrast to McDonald’s, where the focus is on speed and convenience. In Western countries, few restaurants offer this experience at such an affordable price, making Mixue’s model difficult to replicate outside Asia.<\/p>\n\n\n\n

<\/div>\n\n\n\n

While McDonald’s profits come primarily from high franchise fees and menu sales, Mixue generates revenue through a different model. Instead of operating as a traditional restaurant chain, it operates as a supplier, providing raw ingredients, packaging, and equipment to its franchisees, who are required to purchase these items directly from the company. This integrated supply chain allows Mixue to contain operating costs, enabling the company and its outlets to offer exceptionally low prices while preserving profitability. This strategy has facilitated rapid expansion and allowed the brand to avoid burdens and debt that often burden Western chains. McDonald’s, for example, has significant financial obligations because of a model that involves spending large sums on fixed assets. Mixue’s leaner structure allows it to scale more quickly without experiencing significant capital strains.<\/p>\n\n\n\n

<\/div>\n\n\n\n
Feature<\/strong><\/td>Mixue Ice Cream & Tea<\/strong><\/td>McDonald’s<\/strong><\/td><\/tr>
Target consumers<\/td>Young people attentive to trends and market fashions<\/td>Broad audience, family-oriented, mainstream<\/td><\/tr>
Consumption occasion<\/td>Dates and socialization<\/td>Quick meals, family dinners, dining alone<\/td><\/tr>
Type of menu<\/td>Ice creams, light and refreshing drinks, fruit-based<\/td>Hearty fast food<\/td><\/tr>
Price level<\/td>Ultra-accessible ($1\u2013$3.50)<\/td>Accessible<\/td><\/tr>
Business Model<\/td>Franchising based on suppliers, low investment<\/td>High-cost franchising system<\/td><\/tr>
Global Expansion<\/td>Dominant in China & Asia-Pacific<\/td>Leader in the West<\/td><\/tr><\/tbody><\/table>
Table 1: Comparison between Mixue Ice Cream & Tea and McDonald’s in the market.<\/em><\/em><\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

Despite its success in China and Southeast Asia, Mixue still faces significant challenges before becoming a full-fledged global giant. While McDonald’s has spent decades building brand loyalty around the world, Mixue remains largely unknown outside Asia. To expand, Mixue will have to adapt its offerings, compete with local brands, and cope with the expectations Western consumers have of fast food.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Market saturation is also an issue. With tens of thousands of locations already in operation, Mixue risks diluting its brand value if franchisees struggle to maintain profitability. McDonald’s has maintained its long-term dominance by leveraging branding, premiumization and constant price increases, while Mixue’s decidedly cost-effective strategy may need to be adapted as the company grows.<\/p>\n\n\n\n

<\/div>\n\n\n\n

That said, the fast-food industry is evolving, and the rise of Mixue bears witness to this, indicating a shift in consumer preferences. Younger generations tend to prefer lighter, trendier, and more sustainable food choices: If McDonald’s built the 20th-century fast-food empire, Mixue could shape the future of 21st-century fast food.<\/p>\n\n\n\n

<\/div>\n\n\n\n

<\/p>\n\n\n\n

Source from Mixue Instagram<\/em><\/p>\n\n\n\n

<\/div>\n\n\n\n

Sources
https:\/\/www.instagram.com\/mixuesyd\/<\/a><\/p>\n","protected":false},"template":"","meta":{"_acf_changed":false},"acf":[],"_links":{"self":[{"href":"https:\/\/demo.eccellenzedimpresa.it\/en\/wp-json\/wp\/v2\/cp_magazine\/2335"}],"collection":[{"href":"https:\/\/demo.eccellenzedimpresa.it\/en\/wp-json\/wp\/v2\/cp_magazine"}],"about":[{"href":"https:\/\/demo.eccellenzedimpresa.it\/en\/wp-json\/wp\/v2\/types\/cp_magazine"}],"wp:attachment":[{"href":"https:\/\/demo.eccellenzedimpresa.it\/en\/wp-json\/wp\/v2\/media?parent=2335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}