JAKARTA \u2014 Mixue Indonesia is strengthening its business expansion\nstrategy through franchise network development and community-based\nmarketing. The approach is intended to broaden its consumer reach while\nsupporting the growth of business partners amid increasingly intense\ncompetition in the food and beverage industry.<\/p>\n
One such marketing initiative was the Matcha Booyah Series, a\ncollaboration between Mixue Indonesia and the Free Fire game, held at\nGandaria City Mall in South Jakarta from Friday (17 October 2025) to\nSaturday (18 October 2025). The event combined a gaming tournament,\nmusic performances, cosplay and matcha-themed activities to engage\nconsumers from various communities.<\/p>\n
The event featured a Free Fire tournament, performances by Anggis\nDevaki and girl group Lemon, and appearances by Snow King, Mixue\u2019s\nmascot. Through the event, Mixue sought to introduce its brand to a\nwider audience through activities beyond its outlets.<\/p>\n
Experiential marketing is one of Mixue\u2019s approaches to building\ncloser relationships with consumers. The company is not relying solely\non sales at its outlets, but is also seeking to take part in activities\naligned with public interests.<\/p>\n
As it works to broaden its consumer reach, developing its outlet\nnetwork through partnerships remains an important part of Mixue\u2019s\nbusiness strategy in Indonesia. The company says this is intended to\nensure sustainable growth across different regions.<\/p>\n
Mixue Indonesia has more than 2,400 outlets nationwide. Globally,\nMIXUE Group operated 63,987 outlets in 17 countries as at 30 June\n2026.<\/p>\n
The franchise model allows Mixue to expand its business network by\ninvolving local partners in outlet management. However, the model\u2019s\nsustainability also depends on product consistency, operational\nefficiency and support from the company for its partners.<\/p>\n
The experiences of Mixue\u2019s Indonesian partners offer an insight into\nthe factors underpinning the business\u2019s operations. The partners say\nsupport from the head office has been highly beneficial to the smooth\nrunning of their businesses.<\/p>\n
Anggi, a partner for four years, currently manages eight outlets and\nis developing three more. She says consumer enthusiasm, the availability\nof ingredients, supervisors\u2019 responsiveness and promotional support have\nall helped her manage the outlets.<\/p>\n
Evi, who has also been a partner for four years, points to the\nstrength of the brand, its operating system, product innovation and\nsupport from the central team as factors contributing to her business\njourney. This experience has encouraged her to continue the partnership\nand develop additional outlets.<\/p>\n
Their experiences show that brand appeal needs to be underpinned by\nan adequate operating system. For a franchise business, ingredient\navailability, product consistency and support from the brand owner are\nessential to maintaining service quality at every outlet.<\/p>\n
According to the 2026 Interim Financial Report, Mixue provides\nfranchise partners with support ranging from site selection and training\nto outlet operations. The company also relies on an integrated supply\nchain to improve operational efficiency and its partners\u2019\ncompetitiveness in the market.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/how-mixue-uses-technology-to-maintain-quality-1793112670", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }