西贝风波倒逼预制菜标准化透明化 “鲜制菜”赛道或爆发

Core Viewpoint - The recent public dispute between Xibei's founder Jia Guolong and influencer Luo Yonghao has put the company in a precarious position, facing store closures and increasing losses, yet there remains potential for a turnaround if the company can adapt to consumer needs and undergo significant changes in its operations and brand image [1][2][3]. Company Situation - Xibei is experiencing a crisis, with projected losses exceeding 600 million yuan from September 2025 to March 2026, and plans to close 102 stores, which is 30% of its total [2]. - The company currently operates nearly 400 stores, and the founder emphasizes the urgent need to survive the current crisis [2]. - Despite the challenges, experts believe there is still an opportunity for Xibei to leverage its established supply chain and brand recognition to implement effective strategies such as price reductions and adjustments to food preparation methods [3][4]. Industry Impact - The incident has the potential to transform the pre-prepared food industry, pushing it towards a "mandatory transparency" era, with a significant increase in demand for "fresh-prepared" dishes [1][8]. - The market for fresh-prepared dishes has seen a doubling in orders, indicating a consumer preference for transparency over long-term frozen options [8][9]. - The pre-prepared food sector is expected to undergo a major restructuring, focusing on transparency, health, and quality, moving away from the previous model of long-term frozen products [9][10]. Recommendations for Xibei - Experts suggest that Xibei should focus on two main strategies to reduce losses: enhancing transparency in food preparation and optimizing operations by closing underperforming stores and controlling costs [6][7]. - The company is advised to clearly differentiate between freshly made and pre-prepared items on its menu, potentially adopting a model that allows consumers to choose between different preparation methods [7]. - There is a call for Xibei to open its central kitchen for public viewing to rebuild consumer trust and to retain core handmade dishes while using pre-prepared items as efficiency supplements [7][8]. Future Outlook - The pre-prepared food industry is projected to grow significantly, with estimates suggesting a market size of 617.3 billion yuan by 2025, reflecting a year-on-year growth of 27.3% [11]. - The industry is expected to evolve towards standardization, innovation, and integration across the entire supply chain, driven by policy support and market demand [10][11].