这一次，不要学海底捞

Core Viewpoint - The article discusses the crisis management strategies of Haidilao, emphasizing the importance of brand narrative and effective communication in handling public relations crises [4][10][36]. Group 1: Brand Narrative and Crisis Management - Haidilao's brand narrative includes principles such as "changing fate with both hands," "apprenticeship system," and "extreme pursuit of customer experience," which form a coherent structure for brand storytelling [3][4]. - The company faced a significant crisis in August 2017 when a serious hygiene issue at its Beijing store was exposed, leading to widespread media attention [5]. - Haidilao's response was swift, acknowledging the issue, issuing an apology, and committing to comprehensive reforms across all stores, including transparency in kitchen operations and enhanced internal management [6][7]. Group 2: Recent Controversies and Responses - A recent incident in February 2023 involved two minors misbehaving in a Haidilao restaurant, which sparked public outrage and raised questions about food safety and management practices [12][30]. - The company's initial response focused on giving minors a chance and threatened legal action against those who spread the video, which was perceived as a misjudgment of public expectations [13][29]. - Haidilao later offered full refunds and tenfold compensation to affected customers, indicating a sincere attempt to address the situation and restore trust [14][38]. Group 3: Public Perception and Communication Strategy - The article highlights the importance of understanding public sentiment and the potential pitfalls of labeling individuals as "malicious spreaders," which can alienate the audience [18][23]. - Effective crisis communication should focus on empathy, clear messaging, and maintaining trust, rather than merely reacting to social media trends [37][46]. - The article warns against the trend of treating crises as marketing opportunities, emphasizing that genuine crisis management should prioritize restoring organizational reputation and addressing structural flaws [39][59].