Mr. Savage in "Overnight Milk Base" Controversy: How Can Smart POS Terminals Build a Trust Defense Line for Premium Ice Cream Brands?

The uproar over Xibei's pre-made dishes has yet to subside, and "Mr. Savage," a premium brand specializing in freshly made Italian artisanal gelato, finds itself in the spotlight due to an "overnight milk base" controversy. From its founding in 2011 and its strategic focus on the Italian gelato segment in 2015, to its rebranding in 2024 triggering an explosive growth from 50 to 1000 stores via franchising, this "elite ice cream" brand—priced at 28-38 RMB, nearly double that of DQ—now faces a crisis of trust regarding its core selling point: "made fresh daily." In an era where consumer trust is increasingly precious, smart POS terminals have long transcended their role as mere "payment tools," becoming crucial enablers for brands to achieve transparent supply chains, digitized consumer experiences, and a visible trust system. As brands like Mr. Savage seek to avoid a "Chicecreamo-style" downfall, smart POS terminals could be a key lever for breaking through the predicament.

[Chicecreamo-style: the premiumization strategy for everyday goods]

I. From "Explosive Store Growth" to "Trust Crisis": What Premium Ice Cream Brands Lack is Not Just Explanations, but Digital Verification

Mr. Savage's expansion speed is remarkable: after rebranding in April 2024, store count skyrocketed from 50 in 2018 (half in Beijing) to 400 by the end of 2024, surpassing 1000 by August 2025, ranking it among the top three offline ice cream chain brands with more than twice the stores of Häagen-Dazs. Supporting the high premium of its 38 RMB "Pistachio Gelato" is precisely the core selling point of "made fresh daily, no overnight products"—reinforced by prominent "Made Fresh Daily" signage in stores and "Buy 1 Get 1 Free" promotions after 9 PM. However, when consumers posted pictures on “Xiaohongshu” (a Chinese platform, often described as a hybrid of Instagram and Pinterest with detailed shopping guides and user reviews) of milk base packages labeled "Keep Frozen, Shelf Life 6 Months," the brand's explanation of "central factory pre-processing + final preparation in stores" struggled to quell doubts about whether " 'freshly made' is just packaging." The core of this dilemma lies in the brand's lack of digital verification that consumers can "see and check"—a gap that smart POS terminals are well-positioned to fill.
If Mr. Savage deployed smart POS terminals with supply chain traceability functions, consumers could simultaneously see information about the milk base ingredients of the purchased gelato when scanning to pay: including the raw material production batch, cold chain transportation time, store thawing time, total amount prepared that day, and quantity already sold. For example, when purchasing Pistachio Gelato, the POS screen or receipt could display: "Ingredient Batch: [20251008-03], Cold Chain Arrival Time: 20251009 06:30, Today's Preparation Quantity: 50 servings, Sold: 32 servings]". Using data to directly corroborate "made fresh daily, not overnight" is more convincing than verbal explanations alone.

II. The "Cooling Down" of the Premium Ice Cream Market: Smart POSs Help Brands Uphold the Justification for High Prices

The premium ice cream market is no longer as prosperous as before: Häagen-Dazs reported a double-digit decline in domestic offline foot traffic in Q2 FY2025, with store count decreasing by 13.5% year-on-year by the end of 2024. Chicecreamo, once dubbed the "Hermès of Ice Cream," has also faded from public view amid high premium controversies. Amid the rational consumption trend of "willing to buy expensive, but not willing to be ripped off," brands like Mr. Savage must make consumers clearly perceive the "value for money" to maintain high pricing—this is a core function of smart POS terminals.

1.Cost Transparency: Providing Data Support for the "High Premium"
Smart POS terminals can integrate with the brand's supply chain system, translating information like ingredient costs and production costs into consumer-friendly "value labels." For instance, a "Product Value Breakdown" module on the POS interface could allow consumers clicking on the 38 RMB Pistachio Gelato to see: "Imported Pistachio Ingredients (12 RMB) + Fresh Milk Base (8 RMB) + Daily Handmade Preparation (6 RMB) + Cold Chain Preservation (4 RMB) + In-store Service (8 RMB)". This itemized cost breakdown helps dispel accusations of being an "ice cream assassin."

2.Consumer Experience Upgrade: From "Buying a Product" to "Buying a Service"
The competition for premium brands ultimately rests on experience. Smart POS terminals can expand into "customized service" functions: consumers can directly select their preferred ingredient ratios (e.g., "less sugar," "more nuts"), cup styles, or even schedule pickup times at the terminal—this allows consumers, especially those visiting for social media check-ins, to scan a code and schedule a pickup 30 minutes later, avoiding long waits. During pickup, the POS quickly verifies the order using the pickup code, enhancing efficiency. This "efficient pickup" experience further reinforces the brand's premium positioning.

3.Member Trust Building: Using Data to Accumulate Long-term Loyalty
Smart POS terminals can seamlessly integrate with membership systems. Once registered, members have their ingredient traceability information and customization preferences automatically saved to their accounts with each purchase. For example, members logging into a mini-program can view "Historical Order Ingredient Traceability Records," "Frequently Purchased Product Recommendations," or even receive targeted reminders like "A new batch of ingredients for your frequently bought Pistachio Gelato arrived today, recommended for a visit." This long-term accumulation of digital trust helps transition consumers from "one-time trial" to "long-term repeat purchases."

III. Conclusion: Smart POS Terminals Are Not an "Add-on," But a "Survival Necessity" for Premium Brands

From Häagen-Dazs's declining foot traffic and Chicecreamo's fade, to the current trust crisis facing Mr. Savage, the challenge for premium ice cream brands is no longer just "whether the price is high," but "whether it is trustworthy." In the digital age, consumers need not "verbal explanations" but "data verification"; brands need not "post-crisis PR" but "preventive measures."
Smart POS terminals have long surpassed their singular function of "payment processing," becoming a "trust hub" connecting the supply chain, consumers, and the brand itself—they make ingredient traceability visible, cost structures transparent, consumer experiences customizable, and risk warnings real-time. For brands like Mr. Savage, wanting to avoid the fate of "the next Chicecreamo," the focus should perhaps shift from "how to explain" to "how to use digital tools to fortify trust." After all, in this era of rational consumption, only brands that let consumers "buy with confidence and spend understandingly" can go the distance.