一句话压垮一个老牌餐企？ 贾国龙确认西贝将关闭102家门店

Core Viewpoint - After 125 days of efforts, Xibei's chairman confirmed the closure of 102 stores, representing 30% of its total outlets, amid challenges in the prepared food sector [1][4]. Summary by Sections Store Closures and Employee Commitment - Xibei will close 102 stores gradually in the first quarter, ensuring that employee salaries remain intact and customer prepaid cards can be used at other locations [1][2][10]. - The company will honor commitments to customers who have booked New Year's Eve dinners by completing their last service before closing [2][10]. Internal Measures and Employee Welfare - Xibei has implemented internal measures to support employees, including a "complaint award" and psychological counseling for staff [5]. - Since September, the company has raised salaries for frontline employees by an average of 500 yuan per month, with reports of service staff earning nearly 9,100 yuan after deductions [5][10]. External Adjustments and Promotions - Xibei has made significant adjustments to its menu and pricing, including the introduction of new dishes and a large-scale price reduction on 40 items [6][8]. - Promotional activities have been launched, such as offering 100 yuan vouchers for in-store purchases and discounts on popular dishes [8][10]. Financial Performance and Market Position - Despite these efforts, Xibei's revenue in November was only 265 million yuan, less than half of the same period last year, indicating ongoing financial struggles [10][12]. - The company has faced a decline in store numbers since October, with nearly 10 closures in just one month [10][12]. Brand Image and Public Relations Challenges - The crisis was exacerbated by public relations missteps, including a failure to address consumer concerns effectively and a lack of empathy in communications [20][21]. - The founder's personal brand, once a source of strength, has become a liability as public scrutiny intensifies [23][24]. Industry Implications and Lessons Learned - The situation serves as a cautionary tale for the restaurant industry, highlighting the importance of balancing operational excellence with effective communication in the public sphere [24]. - Xibei's experience underscores the need for brands to adapt to changing consumer expectations and the impact of social media on public perception [24].