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Core Viewpoint - The company West B is facing a public relations crisis due to negative perceptions surrounding its use of pre-prepared dishes, prompting a series of remedial actions including price reductions and rebranding efforts [1][2][13]. Group 1: Crisis Management - After a prolonged public backlash, the founder of West B, Jia Guolong, retreated from social media and initiated damage control measures [2][3]. - The company launched a promotional campaign offering 100 yuan vouchers to customers, leading to increased foot traffic in stores [3][6]. - Despite the initial success of the voucher campaign, the company recognized that a price war would only provide temporary relief and that a brand image overhaul was necessary [6][29]. Group 2: Brand Image and Public Perception - West B attempted to refresh its brand image by changing its logo and slogan to emphasize natural and healthy food, but this move was met with skepticism and ridicule from consumers [6][8][11]. - The founder clarified that the rebranding was a limited trial and would not be implemented nationwide, likening it to Starbucks' specialty stores [11][27]. - The company's previous marketing strategies, which included emotional storytelling, have backfired, leading to further public criticism [19][22]. Group 3: Underlying Issues - The backlash originated from a viral criticism by a public figure, which highlighted the company's reliance on pre-prepared dishes, contradicting its marketed image of fresh, homemade food [13][14]. - The company's response to the criticism, including a defensive stance and emotional appeals, failed to resonate with consumers, leading to further backlash [15][36]. - Key issues identified include high prices, low perceived value, and a lack of transparency regarding food preparation methods [31][34][35]. Group 4: Future Strategies - To regain consumer trust, West B must address its pricing strategy, ensuring that prices reflect the value offered [33][34]. - Transparency in food sourcing and preparation is crucial; the company should consider openly sharing information about its ingredients and production processes [35][38]. - The company has potential advantages, such as investments in organic ingredients, which could be leveraged to enhance its brand narrative and consumer trust [38].