西贝惊魂120小时 | 商业头条No.92

Core Viewpoint - The article discusses a significant public relations crisis faced by Xibei, a Chinese restaurant chain, triggered by a social media dispute with entrepreneur Luo Yonghao regarding the use of pre-prepared ingredients in their dishes. The founder, Jia Guolong, has taken a strong stance against these allegations, leading to a series of public responses and internal meetings to manage employee morale and customer perceptions [1][4][5]. Group 1: Crisis Overview - On September 12, Xibei held a large meeting with 18,000 employees to address the crisis, which Jia Guolong described as the biggest external crisis since the brand's inception [1][7]. - Luo Yonghao criticized Xibei on social media, claiming that the restaurant primarily uses pre-prepared dishes, which sparked widespread public outrage [4][5]. - Jia Guolong's immediate reaction included a commitment to sue Luo Yonghao and a public demonstration of Xibei's kitchen practices to counter the allegations [5][9]. Group 2: Employee and Customer Reactions - Employees expressed concerns about their job security and the impact of the crisis on their livelihoods, with reports of a 10% decline in store performance [1][2]. - To alleviate employee anxiety, Jia Guolong provided a 500 yuan subsidy to frontline staff [1]. - Despite efforts to clarify the situation, public sentiment remained negative, with many consumers questioning the transparency of Xibei's ingredient sourcing and pricing [10][12]. Group 3: Business Impact - Following the crisis, Xibei's daily revenue reportedly dropped by 1 million yuan before the incident escalated to a loss of 2 to 3 million yuan on the peak day of public scrutiny [25][24]. - The restaurant chain's reputation suffered significantly, with comparisons made between the damage caused by Luo Yonghao's comments and Jia Guolong's defensive actions [12][27]. - Xibei's average profit margin was reported to be below 5%, with high costs attributed to raw materials and labor [38]. Group 4: Management and Strategic Decisions - Jia Guolong's management style has been described as strong-willed and resistant to external advice, which may have contributed to the crisis escalation [29][31]. - The company has been criticized for its lack of modern management practices, which has become evident during the crisis [31][39]. - In response to the backlash, Xibei announced changes to its ingredient sourcing and preparation processes, aiming to improve transparency and customer trust [37].