On Christmas Eve, Mixue Group's first store in New York's Eighth Avenue officially opened for business.
At the scene, a long queue stretched to the neighboring storefront, with approximately 80% of customers being young Asians and the remaining 20% local Americans. Unlike in China, many Americans were unfamiliar with Mixue’s brand mascot, often asking, "What brand is this?" or "Is that a polar bear?"
Initial feedback from English-language social media and platforms like Yelp and Google Reviews indicates that Mixue’s U.S. debut has attracted price-sensitive consumers and the Asian diaspora. However, some complaints have emerged regarding order inaccuracies and inconsistent sweetness levels. Notably, unlike most U.S. businesses, Mixue has yet to respond to one-star reviews on Google—a standard practice in competitive markets like New York.
Additionally, some customers reported that a Midtown location, advertised for pre-sale on the delivery app HungryPanda, failed to open as scheduled. As of December 24, construction materials were still visible at the site.
**The Secret to Mixue’s Rapid Growth: Affordability** Compared to U.S. fast-food giant McDonald’s—which launched 57 years earlier—Mixue’s pricing is significantly lower. For example, a vanilla cone starts at $2.99 at McDonald’s, while Mixue offers similar items below $2 during promotions.
Mixue’s strategy of "ultra-low pricing for rapid scale" mirrors its expansion in Southeast Asia. The New York store features bilingual self-ordering kiosks with customizable sugar levels (up to 200%) and a walk-up counter, making it more accessible than app-only competitors like Luckin Coffee.
**Who Are Mixue’s Competitors in the U.S.?** In Manhattan, Mixue faces competition not just from bubble tea chains but also from fast-food and coffee giants like Dunkin’. By focusing on grab-and-go service, Mixue targets high-frequency, on-the-go consumers.
Analysts note that Mixue’s entry could disrupt New York’s beverage market, where premium pricing ($7–9 per drink) is common. If Mixue establishes a "sub-$4" standard, competitors may need to justify their higher prices.
**Can the Low-Cost Model Survive in High-Expense New York?** While crowds and low prices have drawn attention, Mixue’s long-term viability hinges on unit economics. In high-rent areas like Manhattan, sustaining profitability at $3 per drink—amid steep fixed costs—remains uncertain.
Mixue’s domestic success relies on centralized supply chains, but replicating this in North America, with its differing costs and regulations, poses challenges.
**Localization Hurdles and Customer Service Gaps** During the store visit, a local resident intrigued by the mascot left without ordering, highlighting Mixue’s need for brand education among non-Chinese speakers.
More critically, early operational issues—long waits, out-of-stock items, incorrect orders, and unresponsive staff—have sparked complaints. The absence of brand engagement on review platforms signals gaps in localized customer service frameworks.
**The Road Ahead** With winter demand buoyed by novelty, Mixue must prove its staying power once seasonal competition intensifies. Key tests include maintaining supply chain efficiency, consistent quality, and responsive service—without which its price advantage may erode brand trust.
For now, Mixue’s U.S. journey is a high-stakes experiment in scaling affordability.
(Photos: Long lines at Mixue’s Eighth Avenue store; mixed Google Reviews praising value but criticizing service.)
