西贝更换门头了，叠加代金券能否赢回消费者的心？

Core Viewpoint - The recent changes in the logo and promotional strategies of Xibei are responses to consumer dissatisfaction and declining foot traffic due to the "pre-made dishes" controversy, highlighting the need for improved product quality and service rather than mere branding adjustments [4][6]. Group 1: Logo and Branding Changes - Xibei has updated the logo at its Shijingshan Wanda store from a red and white color scheme to a white and green one, with the slogan changing to "I come from the grassland" [1][3]. - The company clarified that the logo remains the same, with the color change being part of an advertising strategy rather than a complete rebranding [3]. Group 2: Consumer Sentiment and Market Position - Consumer anger towards Xibei stems not from the logo change but from feelings of betrayal regarding food quality, especially given the brand's higher pricing targeting middle to high-income consumers [4]. - The recent controversy has significantly impacted loyal customers, particularly parents seeking quality food for their children, leading to a perception of diminished brand trust [4]. Group 3: Promotional Strategies - In response to declining customer traffic, Xibei has been issuing various coupons, including a 100 yuan no-threshold coupon and a 50 yuan discount for purchases over 50 yuan, to attract consumers and boost sales [5][6]. - While these short-term strategies have shown immediate success in increasing foot traffic and sales, there are concerns that prolonged discounting may harm the brand's high-end image and consumer perception of quality [6]. Group 4: Store Closures - Due to the impact of reduced customer traffic, Xibei's Shantou Wanda store has announced its closure on October 19, with options for customers to refund unused balance on stored value cards [6].