(Yicai Global) July 21 - Hema Fresh, also known as or Freshippo, a new retail brand under Chinese e-commerce giant Alibaba Group Holding, opened its first new breakfast restaurant ‘Hexiaoma’ in Shanghai that lets commuters order and pick up meals on the fly with their mobile phones.

Office workers draw their morning provender at the entrance of the Hexiaoma breakfast shop. The store, equipped with smart thermal cabinets, provides customers with auto pick-up services but also allows them to get their meals from the hands of human servers.

The Hexiaoma breakfast restaurant menu features over 40 kinds of offerings, including the traditional pancakes and soymilk Chinese are more used to as well as items more mainstream in the West such as sandwiches and coffee.

An eater collects her morning repast at the smart self-pickup counter. Users can place an order in advance on the Freshippo app and redeem it with a mobile phone quick response code on arrival.

A user scans a QR code at an infrared screen before retrieving her victuals from the self-service cabinet.

Editors: Dou Shicong, Ben Armour