The world's largest QSR chain has opened its first American stores

A little-known player in the West, but surpassing McDonald's or Starbucks in the number of points of sale worldwide (47,500+), this Chinese giant has just officially announced its entry into the American market.

© MIXUE ICE CREAM & TEA

The already saturated American competitive landscape welcomes a new major challenger. Mixue Ice Cream & Tea opened its first branches in Los Angeles and New York (Hell's Kitchen, Koreatown) last December, reports the US edition of the Daily Mail .

Although the brand is Chinese, its reach is global: born from a simple crushed ice stand in 1997, it established itself in Asia through an aggressive low-cost model focused on volume.

Aggressive pricing policy

Mixue's competitive advantage lies in its direct price war. While the average bill at Starbucks or McDonald's has been affected by inflation, Mixue maintains an offering entirely below $5.

Soft-serve ice cream cones at $1.19 and fresh lemonade at $1.99 are loss leaders. Bubble teas and coffees at $4.99 are the core offerings. This positioning represents a complete break from market standards (around $7 for a latte at Starbucks or $6 for a McFlurry at McDonald's).

This combination of "bargain price" and playful concept comes at a perfect time in an economic context where the American consumer is looking for value.

"200% sugar"

Notably, the recipes have been drastically adapted. While Asian markets tend towards a reduction in sugar (orders often specify 30% sugar content), Mixue has taken the opposite approach for the United States.

The chain introduced a 200% sweetener option and eight levels of customization to satisfy Americans' sweet tooth. This flexibility demonstrates an ability to quickly and locally adapt its offerings despite the chain's overall standardization.

Influence & gamification

For its launch, Mixue did not rely on traditional advertising but on virality, a strategy proven by Asian chains like Luckin Coffee .

Its mascot, "Snow King," is omnipresent. Customer activation involves "buy one get one free" offers conditional on "social performances" such as singing the brand's theme song in-store or creating TikTok or Instagram content.

The "Chinese wave"

Mixue's arrival is part of a broader trend: the export of the Chinese QSR model. The Daily Mail draws a parallel with Luckin Coffee, which overtook Starbucks in China in 2019 with more than 22,000 outlets.

Luckin is also pursuing its expansion in the United States with a similar strategy: low prices, priority mobile ordering and aggressive discounts, with coupons of -30 to -50%).

🥠 Although the US market is, according to experts, "ultra-competitive and very crowded", Mixue's gigantism and its control of costs, via an integrated supply chain, make it a serious candidate for disruption, capable of capturing a young and price-sensitive clientele.