Core Viewpoint - The public dispute between entrepreneur Luo Yonghao and restaurant brand Xibei highlights a significant disconnect between brand narrative and consumer perception in the Chinese catering industry, particularly regarding the rise of pre-prepared dishes [2][5]. Group 1: The Dispute - Luo Yonghao's social media commentary has sparked a significant backlash against Xibei, with over 33 related posts on his Weibo account by September 12 [1]. - The contrasting reactions of Luo's calm demeanor and Xibei's founder Jia Guolong's emotional response illustrate the differing approaches to public relations in this controversy [2]. - The debate centers around the pricing of Xibei, with Luo and Jia both presenting arguments about the perceived value and quality of the brand's offerings [3][4]. Group 2: Pricing and Consumer Perception - Xibei's average price per person is reported at 85.03 yuan, significantly higher than competitors, which raises questions about its pricing strategy [3]. - The brand's positioning as a high-quality, family-friendly dining option is challenged by consumer perceptions of value, particularly in light of Luo's comparisons with lower-priced alternatives [3][4]. - The emotional value associated with Xibei's brand is a key factor in its pricing strategy, as consumers are purchasing not just food but a sense of trust and quality [4]. Group 3: The Pre-prepared Dish Debate - The pre-prepared dish market in China has doubled in size over three years, indicating a growing trend despite consumer resistance [6]. - The definition of pre-prepared dishes has been clarified by regulatory bodies, but consumer sentiment does not align with these definitions, leading to confusion and backlash against brands perceived to be using pre-prepared ingredients [7][9]. - The industry's shift towards efficiency through pre-prepared dishes conflicts with consumer expectations for fresh, made-to-order meals, creating a significant gap in trust [8][9]. Group 4: Industry Implications - The controversy reflects broader challenges within the catering industry, where the balance between operational efficiency and consumer trust is increasingly difficult to maintain [9]. - Brands that can transparently communicate their practices and maintain consumer trust may succeed, even if they utilize pre-prepared components [9]. - The ongoing debate emphasizes the need for the industry to address the disconnect between operational strategies and consumer expectations to avoid backlash and maintain brand integrity [5][9].