除了"豆浆、油条、豆腐脑；玉米、红薯、小米粥，甚至还有牛奶、咖啡、三明治"等，问卷还询问被访者的性别、年龄、职业、省份、购买早餐的花费等 多个选项，以及大家希望的形式和口味。 近日，有网友在社交平台上分享，自己从蜜雪冰城（企业微信）的社群推广和朋友圈中看到，雪王发布了一份调查问卷，让大家聊一聊"哪个是你最喜欢 的早餐"。 在发放问卷的同时，蜜雪冰城已在杭州、西安、大连、南宁等部分城市试点上线早餐业务，推出"早餐奶+面包"组合套餐，售价为7.9元。据网友反馈和门 店确认，早餐奶包含五红奶、五黑奶、玉米奶、椰椰奶等4款口味，面包品类则提供咸蛋黄盒子、纯奶方吐司、藜麦三明治三种选择。 蜜雪冰城官方表示，此次属于"部分试新"阶段，暂时没有大规模推广计划。 消息传出后，在社交媒体上引发热烈讨论。部分消费者对新品表示期待，有网友表示，支持蜜雪冰城，带来平价稳定的早餐。还有消费者调侃道："希望 雪王能把早餐价格也打下来，就像当初整顿茶饮市场一样。" 然而，也有不少网友认为定价偏高。有网友算了一笔账："一个包子2元，一杯豆浆1.5元，传统早餐只要3.5元，蜜雪冰城的套餐要7.9元，确实不便 宜。"这一讨论甚至登上了微博热搜榜 ...

Core Viewpoint - The breakfast scene has become a new battleground for tea drinks, chain coffee, and light meal brands, with companies like Mixue Ice City exploring various breakfast options to leverage their extensive store network and supply chain advantages [1][4]. Group 1: Market Dynamics - The competition for "breakfast scene definition" has begun, revealing strategic blind spots in the baking industry [1][3]. - Cross-industry players are entering the breakfast market with different business logic, creating innovative scenarios [3]. - The breakfast market is characterized by high frequency, necessity, and low customer spending, with consumers typically willing to spend under 10 yuan for breakfast [16][19]. Group 2: Company Strategies - Mixue Ice City's breakfast strategy focuses on utilizing its large store scale and supply chain to create low marginal cost incremental business, offering pre-packaged breakfasts delivered from a central factory [4][19]. - Starbucks and M Stand are pursuing an "experience upgrade" strategy, extending their coffee offerings to include breakfast, thus increasing customer spending [6][8]. - M Stand's combination of beef pancakes and salty coffee demonstrates that breakfast can be a high-margin market rather than a low-margin one [8]. Group 3: Challenges for Bakeries - Many bakeries do not primarily focus on breakfast as a consumption scene, which is contrary to the perception that they are naturally suited for it [10][18]. - There is a clear mental separation among consumers between breakfast and bakery scenes, with breakfast associated with quick, cheap options and bakeries linked to leisurely consumption [12][13]. - The cost and pricing challenges in the breakfast market create a "trilemma" for bakeries, making it difficult to cover operational costs while maintaining brand integrity [15][16]. Group 4: Recommendations for Bakeries - Bakeries need to reconstruct their business logic to compete in the breakfast market, focusing on local, quick-to-prepare options that can be served efficiently during peak hours [20][22]. - Regional chains should develop a standardized breakfast matrix that combines universal items with local specialties to appeal to consumers [23][24]. - Boutique bakeries should create signature breakfast items that enhance brand recognition and customer loyalty, transforming breakfast into a brand entry point [28][30]. Group 5: Operational Insights - The success of breakfast offerings relies more on operational rhythm than on new product development, with precise timing and efficiency being crucial [30][31]. - Implementing a structured approach to breakfast service can help bakeries manage peak demand and reduce waste, while a dual pricing strategy can attract a broader customer base [31][34].

知危在提供早餐的西安某门店菜单上看到，早餐饮品是单独的 SKU，而主食则是放在 " 雪王上早餐 " 的套餐 SKU 里售卖，需要和饮品搭配 1+1 才能购 买，没有单独选项。套餐 1+1 的价格就是 7.9 元，也不存在套餐折扣。不过，有消费者反映，外卖可以把早餐套餐价格打到 6 块多。 当一家连锁餐饮品牌开始做早餐，说明他们还是不够饱和。即便是在大家都觉得蜜雪冰城的门店数、日均单量已经远远优于全行业的时候，雪王还是毅然 决然挺进了早餐赛道。 最近，蜜雪冰城在大连、西安、南宁、杭州等地进行部分门店测试早餐新品。另外，有网友爆料称，在微信朋友圈信息流收到了蜜雪冰城企业账号发放的 早餐调查问卷，早餐内容包括豆浆、小米粥、三明治等等，还有豆腐脑、包子等中式早餐的选项。 大范围的民调，小范围的试点，熟悉的套路，这说明蜜雪冰城的早餐计划已经正式启动了。 社交平台上也有试点城市的消费者晒出蜜雪冰城的早餐。雪王的早餐产品依然是常见的 " 饮品+主食 " 的套餐，饮品有早餐椰椰奶、早餐玉米奶、早餐五 黑奶、早餐五红奶四款，5 元一杯，主食有藜麦三明治、纯奶方吐司、咸蛋黄盒子三款，每款都是 2.9 元。 图源：小红书 | 自提 ...