Yesterday, there was a news caught off guard, and the official WeChat account of Meishi Donalds released an article called "Parting, for a better reunion", which is actually a notice of closure.
When I arrived in Shanghai in 1999, Imcse Donalds, who was just 20 years old, will close all 10 stores in Shanghai from March 25.
That is to say, the Meishi Donnazi brand has completely withdrawn from the mainland market this time.
If you look back in history, the Mister Donut brand was originally founded in Boston in 1955 by American Harry Winock. By 1971, the famous Japanese company DUSKIN brought the brand from the United States to Asia.
Subsequently, through the active operation of the Japanese company, the donut brand can be said to be the top position in Asia, with more than 2,000 chain stores in Japan, Thailand, South Korea, and China (Taiwan and Shanghai only). It was also once called "LV in donuts".
<h2>Store event buy 4 get 1 free, buy 6 get 3 free</h2>
Zhou Zhijun came to the Meishi Donnazi store located in B1, North Block of Jing'an Joy City at noon today——
Under the familiar Mister Donut signboard, there are more "countdown" announcements, and the content is basically consistent with the official WeChat signal closing notice.
In addition, until the closing date of March 24, Max Donalds has the activity of buying 4 get 1 and buying 6 get 3 free. The doughnuts in the counter are dazzling, a little inquiry, the staff will also introduce in detail, the pink brands are strawberry flavor new products, the first row is with sandwiches, cheese is full of salty ...
However, the popularity of the scene is really average, the dining area in the store is all empty, Zhou Zhijun wandered around for about half an hour, and there were only 3 or 4 customers in total to choose to buy, most of which were also for the activities of buying gifts.
<h2>Clerk: The store closure notice was sudden</h2>
The clerk told Zhou Zhijun that the notice of the closure of the store was very sudden, and even the staff of the house only knew about it in early March. The Jing'an Joy City store will stop selling donuts from March 25 and will continue to undertake the refund work until April 30. Talking with Zhou Zhijun about the news of the closure of the store, a clerk felt that it was mainly because the brand considered product quality control and did not open the franchise mechanism.
In addition, Zhou Zhijun also got a "lace news" - just last year's double eleven, Meishi Donalds also launched a buy 100 get 100 coupon activity, considering that many consumers have not yet had time to use it, the sudden closure of the store, may also be able to harvest some "windfall", "the coupons we are refunded according to the par value of the same amount, so the previous activities to buy more, really can make a small profit." At that time, we didn't know it, otherwise we would have bought it ourselves."
<h2>Customer: Not an accident, not a big regret</h2>
In the impression of thoughtful Jun, more than ten years ago, Meishi Donnazi is still quite hot, cheaper donuts 10 yuan or so, the taste is good, as breakfast, desserts are a good choice, with a cup of coffee, milk tea, you can also sit and chat with your friends in the store.
But now, it seems that the attention and popularity of such foods have indeed been greatly reduced. Chatting with colleagues and classmates around them about the news of Meishi Donalds's withdrawal from Shanghai, the reaction of many small partners was slightly stunned, and then said that it did not seem to be unexpected, and there were not too many regrets.
On the B1 floor of Jing'an Joy City, Zhou Zhijun also randomly interviewed several consumers who were ready to solve lunch, and everyone said that food similar to "fried bagels" is indeed not the mainstream now, "even if it is beautiful and exquisite, after eating it, it may still be guilty more than happiness." ”
Parents with children also said that because of high sugar, high oil and high calories, they generally will not buy for their children to eat, "Although eating sweets has a sense of satisfaction, but now the catering industry is innovating so fast, we have more and better choices, donuts may have been eliminated by everyone's taste." ”