贾国龙，被梦想反咬了一口

Core Viewpoint - The article discusses the challenges faced by Xibei, a Chinese restaurant chain, following a public relations crisis triggered by criticism from a prominent figure, Luo Yonghao, regarding its use of pre-prepared ingredients. The crisis led to a significant drop in revenue and forced the company to reevaluate its operational strategies and customer engagement practices [2][25][56]. Group 1: Company Status and Crisis - Xibei is currently in a state of recovery, described as "stopping the bleeding" but still feeling weak [2]. - The crisis began after Luo Yonghao criticized Xibei for using pre-prepared dishes, leading to a public outcry and a rapid decline in customer trust [9][10]. - Following the backlash, Xibei's revenue reportedly halved within ten days, prompting the company to issue promotional coupons to regain customer interest [25][30]. Group 2: Operational Changes and Strategies - Xibei's operational model has shifted from a focus on efficiency to a more customer-centric approach, with a commitment to preparing dishes on-site rather than relying on pre-prepared ingredients [37][54]. - The company has implemented changes such as reducing the menu items that can be prepared in advance and increasing the use of fresh ingredients [29][54]. - Xibei's management has acknowledged the need for a more transparent communication strategy with customers to rebuild trust and address misconceptions about its food preparation methods [27][52]. Group 3: Industry Context and Trends - The article highlights a broader trend in the Chinese restaurant industry, where there is a growing consumer preference for freshly prepared meals over pre-packaged options, leading to a "current frying trend" [58]. - This shift in consumer behavior poses challenges for restaurants that have relied on centralized kitchens and pre-prepared ingredients for efficiency [56][59]. - The crisis faced by Xibei may serve as a cautionary tale for other brands in the industry, emphasizing the importance of aligning operational practices with consumer expectations [60]. Group 4: Leadership and Future Directions - Xibei's founder, Jia Guolong, has expressed a willingness to adapt his leadership style and consider employee input in decision-making processes moving forward [52]. - The company plans to maintain its number of locations around 300 while focusing on improving the quality of its offerings rather than rapid expansion [42]. - Despite the challenges, Jia remains optimistic about Xibei's future, aiming to enhance its international presence and brand influence [61].