Lady M draws queues for China launch

Following the success of its boutiques in Hong Kong and Taiwan, New York dessert brand Lady M has opened its first Mainland China branch, in the basement of Lujiazui’s IFC mall in Shanghai.

For its first two days the store attracted queues for its mille crêpes (20 thin layers of pancake cemented with flavoured cream) – with waiting time reaching nearly two hours, reports That’s Shanghai. One customer wrote on social media that if he wanted to go to the store for afternoon tea, he had better arrive by 8am.

Others reported a line of more than 40 people waiting for the store to open at 10am. In fact, there were two queues: a slower-moving one for dining in and a faster one for take out. Both lines stretched into the Lujiazui metro station.

Customers wanting cake to take out are limited to six slices.

As well as the signature mille crêpes, there are 12 types of cakes on offer including cheesecakes and sponges.

For the moment, the queues close at 1pm, but already scalpers are around selling slices of cake minus the wait.

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