贾国龙：野心之外

Core Viewpoint - The article discusses the challenges and strategic adjustments faced by Xibei, a Chinese restaurant chain, under the leadership of its CEO, Jia Guolong, particularly in light of declining performance and the need for business transformation [4][5][21]. Group 1: Business Performance and Strategy - November is traditionally a slow season for the restaurant industry, and Xibei has been offering discounts to attract customers while closing around 11 underperforming locations [4][5]. - Jia Guolong acknowledges that 2024 marks a significant downturn for Xibei, with expectations not meeting reality, leading to a strategic shift in operations [4][5]. - The closures are part of a strategic contraction to eliminate cash-negative stores and focus on better locations for future openings, reflecting a shift in the business environment [5]. Group 2: Future Plans and Aspirations - Xibei aims to go public between 2026 and 2027, with a revenue target of 20 billion yuan, more than triple the expected revenue for 2024 [6]. - The company is exploring international expansion, particularly in the U.S., with plans to open its first overseas store soon [6][10]. - Jia Guolong's ambition is to position Xibei as a leading Chinese fast-food brand, akin to McDonald's, despite previous setbacks in the fast-food and retail sectors [6][11]. Group 3: Pre-prepared Food Controversy - Jia Guolong's anger towards entrepreneur Luo Yonghao stems from criticism of Xibei's use of pre-prepared food, which he defends as a necessary part of modern Chinese cuisine [7][8]. - The definition of pre-prepared food is clarified, with Jia emphasizing that Xibei's offerings do not fit the negative connotations associated with the term [8][10]. - The company has invested significantly in refining its food preparation processes, aiming to maintain quality while adapting to market demands [15][18]. Group 4: Organizational Challenges and Adjustments - Despite a strong revenue history, Jia Guolong expresses concerns about reaching a ceiling in the core business, prompting a reevaluation of Xibei's mission and vision [11][12]. - The company has faced internal challenges, including overly specialized roles that hinder operational efficiency, leading to a restructuring of departments [21]. - Jia's experiences over the past decade, including failed ventures into fast food and retail, have contributed to a more focused approach on core competencies and operational improvements [14][15].