被泼天流量砸中，刘文祥麻辣烫为何「暂停加盟」？

Core Viewpoint - The sudden popularity of the Northeast spicy hotpot chain "Liu Wenxiang" is attributed to a viral line from a short video series, leading to a significant increase in customer traffic and sales, but also exposing underlying operational issues within the brand [8][10][34]. Group 1: Brand Popularity and Sales Surge - The phrase "If the whole world criticizes you, I will take you to eat Liu Wenxiang" has made the nearly 20-year-old brand unexpectedly popular, resulting in a surge of customers visiting its stores across multiple cities [8][10]. - Reports indicate that some Liu Wenxiang locations have seen their daily revenue double, with one store in Wuhan processing over 1,000 orders daily and achieving sales exceeding 17,000 yuan [12][10]. - The brand operates over 2,300 franchise locations across more than 30 cities, with an average spending of about 25 yuan per customer [16]. Group 2: Operational Challenges - Despite the influx of customers, the brand faces significant operational challenges, including a lack of brand consistency and confusion among customers due to multiple logos and branding variations [20][22]. - The franchise model has led to inconsistent taste and quality across different locations, with customers reporting significant variations in flavor and service quality [25][26]. - The brand's supply chain issues have resulted in shortages of key ingredients, affecting the overall dining experience and leading to negative customer feedback [30][32]. Group 3: Strategic Recommendations - To capitalize on the recent surge in popularity, Liu Wenxiang should focus on unifying its brand identity, including standardizing logos and store designs across all locations [34]. - Improving the supply chain and establishing consistent quality control measures for ingredients and preparation processes is essential to enhance customer satisfaction and brand reputation [34]. - The brand must strengthen its franchise management to ensure operational standards are met, thereby converting short-term traffic into long-term brand equity [34][35].