Mixue Bingcheng breakfast has been removed from the shelves. The 7.9 yuan set meal was once considered expensive by consumers.

Recently, many netizens have reported that the breakfast series products previously launched by Mixue Bingcheng have been completely removed from the shelves.Stores in the four pilot cities of Hangzhou, Xi'an, Dalian and Nanning have also stopped supplying related products. Store staff said that this business was an early-stage pilot project and was withdrawn after the test ended a year ago. As for whether it will be put on the shelves in the future, no relevant notification has been received from the headquarters.

It is worth noting that this is only more than 4 months after Mixue Bingcheng’s previous breakfast was launched.

At the end of November last year, the "Breakfast Plan" began some trials in Dalian, Xi'an, Nanning, Hangzhou and other cities. The online products include four dairy products including breakfast coconut milk, all priced at 5 yuan.

The breakfast staples that the stores tested were quinoa sandwiches, pure milk toast, salted egg yolk boxes, etc. At that time, some stores also launched a combination breakfast set, priced at 7.9 yuan.

However, as soon as the 7.9 yuan breakfast set was put on the shelves, some consumers thought it was expensive: "It is not in line with Snow King's price-friendly approach."

Previous analysts in the industry said that Mixue Bingcheng launched breakfast mainly to fill the consumption time period before 10 a.m. The consumption period of tea drinks is mostly concentrated in the afternoon and evening, and the breakfast period is a relatively free consumption period.

Mixue Bingcheng has entered the breakfast track. It can effectively utilize store equipment, rent and employees' idle time, move business hours forward, and greatly improve the square footage and human efficiency of a single store.