耗资千万，西贝5次换门头，这次还有救吗？

Core Viewpoint - The company is attempting to revitalize its brand image by changing its storefront design, but this may not address deeper issues of consumer trust and product quality [2][10][12]. Storefront Change - The Beijing Shijingshan Wanda store has changed its iconic red and white storefront to a white and green color scheme, with a new slogan "I come from the grassland" [2][6]. - This change is seen as a strategic move to refresh the brand image, but it has not been officially communicated as a nationwide initiative [2][8]. Consumer Sentiment - Public opinion is divided regarding the storefront change, with 28% feeling angry, 28% remaining neutral, and 18% expressing approval [6]. - Critics highlight that the change does not address key consumer concerns, such as transparency in food sourcing and pricing [10][11]. Strategic Intent - The strategic intent behind the storefront change may include regaining consumer trust and potentially expanding the new design nationwide if the pilot is successful [8]. - However, the company has not addressed critical issues related to pre-prepared food and pricing, which are essential for restoring consumer confidence [10][12]. Brand Trust and Product Integrity - The company has faced significant trust issues due to previous incidents, and merely changing the storefront may not be sufficient to rebuild this trust [9][14]. - The emphasis should be on product integrity and transparency rather than superficial branding changes [12][13]. Market Positioning - The new slogan and design aim to broaden the brand's appeal beyond its traditional focus, potentially attracting a wider audience [14]. - The removal of "Yao Mian Village" from the logo reflects a strategy to simplify the brand and align with global trends in Chinese cuisine [14].