Core Viewpoint - The article discusses the dual challenges faced by Xibei, with store closures in multiple cities alongside promotional activities that attract long queues, indicating a struggle for survival amid a crisis stemming from the pre-prepared food controversy [3][4][6]. Store Closures - Xibei has experienced a wave of store closures across various cities, including Suzhou, Beijing, Shantou, and Shenzhen, with some locations completely shutting down [6][9]. - The reasons for these closures are primarily attributed to store development planning adjustments or lease expirations, with some stores closing within a week of announcing their closure [6][8]. - As of September 16, Xibei had 350 operational stores across 24 provinces and 59 cities, but the recent closures have significantly impacted its market presence [9]. Customer Engagement and Promotions - In response to declining customer traffic, Xibei has implemented aggressive promotional strategies, including offering cash vouchers to attract customers and ensure store traffic [10][14]. - The promotional activities have led to increased customer turnout in some locations, with reports of long queues during weekends [14][15]. - The strategy aims to cover fixed costs such as rent and labor while attempting to stabilize the business [15]. Brand Image and Menu Adjustments - To rebuild its brand image, Xibei initiated a large-scale rectification process starting in late September, which included menu adjustments and price reductions of approximately 20% [11][14]. - The company has also changed its visual branding, including a new logo and color scheme in select locations, although this change is not intended for widespread implementation [11][14]. - Xibei's adjustments reflect an effort to respond to the backlash from the pre-prepared food controversy and to regain customer trust [11][15].