Mixue Group has upgraded its in-store coffee products to freshly ground options. The company has allocated a 10 billion yuan special fund to subsidize franchisees in introducing fully automatic coffee machines. In the first half of 2025, Mixue Coffee stores nationwide collectively sold over 200 million cups.

In March of this year, Mixue Group initiated a pilot program to upgrade to freshly ground coffee at select stores in Zhengzhou, shifting from traditional drip coffee to emphasize "freshly ground for freshness."

Regarding ingredients, the core coffee beans have been upgraded to short-preservation roasted beans with a 30-day shelf life. The milk has been upgraded to cold-chain fresh milk, and the coconut milk has been upgraded to cold-chain raw coconut milk, extracted from fresh coconut meat, quick-frozen to retain its natural flavor.

In terms of products, Mixue Group recently launched a flavored fruit coffee series, utilizing real fruit slices and cold-chain fruit juices. Based on the product menu, a classic Americano is priced at only 5 yuan, a raw coconut latte at 10 yuan, and a fresh milk latte at 12 yuan.

Public information indicates that after the product line upgrade at several test stores in Zhengzhou, coffee cup sales volume increased significantly overall compared to before. Some test stores achieved a daily coffee sales volume of nearly 170 cups. Over the past month, the average daily coffee sales per pilot store have increased by approximately 90% compared to regular stores, and the average daily coffee revenue per pilot store has increased by about 120% compared to regular stores.

Furthermore, Mixue Group has collaborated with the domestic well-known coffee machine manufacturer, Coffee Dr., to exclusively customize a fully automatic coffee machine. Compared to previous models, this machine offers more stable extraction, better coffee taste, and higher serving efficiency. The device has a built-in embedded QR code module, integrating complex grinding and parameter adjustments into an intelligent control system, enabling fully automated, high-standard service.

To help stores strengthen their long-term revenue, Mixue Group recently launched a 10 billion yuan subsidy plan and also introduced franchisee benefit policies such as a 10% discount on coffee beans.

On June 15, the official account of Mixue Group distributed 10,000 no-threshold 2-yuan coffee coupons and offered an 8.9-yuan raw coconut latte coupon on its official mini-program, with one available per day. Previously, the company also offered no-threshold coupons for a 2.9-yuan freshly ground Americano and a 4.9-yuan Snow King Snow Top Coffee.