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Core Viewpoint - The recent public relations crisis surrounding Xibei has shifted attention away from the brand, but underlying issues remain unresolved, particularly regarding its operational practices and consumer trust [2][3][4]. Group 1: Brand Perception and Consumer Trust - Xibei's brand appeal is rooted in consumer perceptions of "safety" and "health," rather than just food quality, which has been compromised by recent controversies [2][4]. - The disconnect between consumer expectations for fresh, made-to-order dishes and Xibei's actual offerings has led to feelings of deception among customers [4][5]. - Despite the public's shifting focus, Xibei has not effectively learned from the crisis, continuing to engage in questionable practices [2][4]. Group 2: Management and Public Relations Strategy - Xibei is reportedly seeking to hire a "Brand Communication Director" and a "Legal Supervisor," indicating potential changes in its public relations strategy following the crisis [4][5]. - The founder, Jia Guolong, has made several emotional statements that have exacerbated the situation, tying his personal image closely to the brand and complicating recovery efforts [5][6]. - A recent internal communication initiative appears to reinforce employee loyalty to the brand, but may come off as manipulative or insincere to the public [6][9][10]. Group 3: Industry Context and Lessons - Many traditional businesses, including Xibei, lack a fundamental understanding of public relations, which can lead to ineffective crisis management [20][21]. - Other brands in the industry, such as Haidilao, have faced similar challenges but have developed more robust public relations mechanisms over time [21][23]. - A successful brand recovery requires leadership that is willing to delegate responsibilities to professional teams rather than attempting to control every aspect of public perception [23].