西贝“冰与火”：多个门店关闭，也有门店大排长龙

Core Viewpoint - The company is undergoing a strategic restructuring, closing underperforming stores while simultaneously implementing aggressive promotional activities to drive traffic to core locations [1][4][8]. Group 1: Store Closures - Since October, the company has closed nearly 10 stores across various locations due to lease expirations and operational adjustments [1][3]. - The closures are part of a unified strategy to eliminate unprofitable and inefficient outlets while focusing on enhancing the performance of core stores [4][8]. - The company operates nearly 400 stores across 60 cities in China, employing over 20,000 staff [3]. Group 2: Customer Promotions - The company has launched significant promotional campaigns, including issuing large dining vouchers to attract customers back to its restaurants [5][7]. - From September 24 to October 8, the company offered 100 yuan dining vouchers, followed by a promotion from October 9 to October 31, where customers received 50 yuan vouchers for every 50 yuan spent [5]. - Reports indicate that some locations experienced long queues during peak hours due to these promotions, although not all stores saw the same level of customer traffic [5][8]. Group 3: Market Analysis - Industry experts suggest that the company's closure of stores is a necessary measure to mitigate losses following a decline in customer traffic due to a recent public relations crisis [4][8]. - The long-term impact of the promotional strategies on brand value remains uncertain, as ongoing competition from rivals could challenge the company's market position [8][9]. - The varying performance of different stores highlights the uneven impact of the recent crisis and the need for tailored strategies to restore customer trust and brand integrity [8][9].