"Snow King" to serve freshly ground coffee? Insiders: Currently in the preliminary planning and pilot stage

Elephant News · Elephant Wealth Reporter Li Li Zhang Dichi

Is the “Snow King” about to offer freshly ground coffee?

Recently, there are reports that Mixue Bingcheng stores may introduce coffee machines. Some franchisees told the media that the coffee machines have arrived at the stores, but no notification has been given yet on when they will be used.

On March 7, Elephant News · Elephant Wealth reporters learned from an insider close to Mixue Bingcheng that the company’s freshly ground coffee business is currently in the early planning and pilot stage. In addition to fully automatic coffee machines, the company will also simultaneously pilot upgrades to its coffee product line, including launching new coffee products, upgrading coffee beans, milk, and other core ingredients. The overall product strategy will continue to focus on high-quality, affordable products.

Media reports suggest that initially, this business may be tested in a few stores in Zhengzhou, with broader promotion depending on the pilot results.

Industry analysts believe that fully automatic coffee machines, which feature high standardization and precise temperature control, can help improve coffee production efficiency and stabilize product quality. Their ease of operation makes them widely applicable in chain restaurant brands. Behind this equipment upgrade, Mixue Bingcheng’s coffee will also be upgraded to freshly ground coffee, with higher quality requirements for coffee beans. For consumers, this means more visible product options, higher quality, and richer flavors.

The insider further stated that whether it’s tea or coffee, product innovation with freshly made drinks is becoming increasingly active. Upgrading store equipment and accelerating local coffee innovation can better meet the growing and diverse consumer demands. Additionally, through equipment upgrades and product innovation, stores can unlock more growth potential and further enhance their competitiveness.

Public information shows that Mixue Group directly sources Arabica coffee beans from key regions such as Brazil, Ethiopia, and Indonesia, as well as high-quality milk from top dairy companies and seasonal fruits. By 2025, Mixue will launch a new roasting line at its Daka Hainan factory, with an annual capacity of over 20,000 tons.

It is worth noting that Mixue has already made moves in the freshly ground coffee sector. Its affordable coffee brand “Lucky Coffee,” incubated in 2017, mostly prices its products between 5 and 10 yuan. In November 2025, Lucky Coffee’s official account announced that the number of stores had surpassed 10,000. According to Narrow Door Restaurant Data, as of February 11, 2026, Lucky Coffee had 8,409 operating stores.