Most Americans haven't heard of Mixue, but the Chinese chain has already extended into the U.S. and is looking to grow even bigger
For Americans, the golden arches of McDonald's $MCD represent the largest food chain in the world. And for many years, those McLoving fans were right. But last December, a Chinese company pulled a Hamburglar and captured the global crown. Now it's expanding into the U.S.
Mixue is an ice cream and tea chain that was founded in Zhengzhou. And its rise has been phenomenal by any standard. Launched in 1997, it has more than 45,000 stores today, which makes it the largest global food service chain.
So far, the company has a small handful of U.S. locations, all in New York or Los Angeles. But it's capturing lots of attention due in part to its bright red exterior and the friendly Snow King mascot, a royal snowman (crown included) holding a staff topped with an ice cream cone. The company logo ("I love you. You love me") is also plastered below the store's name. It's impossible not to at least glance at the stores, and the specials plastered across the window are capable of luring in shoppers.
Once inside, they're assaulted with the store's "Oh Susannah"-inspired jingle, which runs every 23 seconds. (Pity Mixue's poor employees.)
The big draw, though, is price. Mixue offers more than three dozen drinks and ice-cream items, all of which start under $5. (Prices can go higher as you add items, of course.) Still, reviews of the menu items have faulted the company for being too sugar-heavy.
McDonald's, which has more than 44,000 locations around the world, had been firmly in the lead for decades. But Mixue continues to grow — and isn't showing any signs of slowing down.
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