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Core Viewpoint - The article discusses the recent controversies surrounding Xibei Catering, particularly focusing on the founder's response to allegations of using pre-prepared dishes and the company's subsequent public relations efforts to address customer concerns [9][11][14]. Group 1: Company Background and Financials - Xibei Catering, founded by Jia Guolong, is recognized as a leader in the Northwest cuisine sector, with an annual revenue of 6.2 billion [3]. - The founder's social media presence has been notably reduced, with his Xiaohongshu and video accounts cleared, and only one public video remaining on Douyin [1][3]. Group 2: Recent Controversies - The controversy began with a statement from entrepreneur Luo Yonghao, claiming that Xibei's dishes were mostly pre-prepared and overpriced, which led to a strong rebuttal from Jia Guolong, who insisted that no dishes in Xibei are pre-prepared [11][30]. - Following the backlash, Xibei issued an apology and committed to improving its food preparation processes by transitioning from centralized kitchen operations to on-site cooking in stores by October 1, 2025 [11][22][27]. Group 3: Public Relations Efforts - A public relations article titled "Xibei Flavor Morning Read" was published, portraying a child's emotional connection to the brand, but it faced criticism and was subsequently deleted [9][10]. - The company has acknowledged the gap between its production processes and customer expectations, promising to implement several changes, including using non-GMO soybean oil and preparing children's meals on-site [22][27]. Group 4: Customer Engagement and Future Commitments - Xibei has expressed a commitment to transparency and customer engagement, inviting feedback and suggestions for improvement [28]. - The founder emphasized the importance of customer trust and vowed to uphold high standards of food safety and quality [22][28].