Core Viewpoint - Recent discussions about Xibei's store adjustments have sparked public attention and questions, particularly regarding a wave of store closures across various cities, which the company claims are part of normal operational adjustments [1][3]. Store Adjustments - Xibei has reportedly experienced a "store closure wave," with locations in cities such as Suzhou, Beijing, Shantou, Nanjing, Shenzhen, Changsha, and Chongqing shutting down [1]. - The company stated that opening and closing stores is a normal practice in the restaurant industry, and it continues to dynamically adjust its store count based on operational conditions [1]. - Despite closures, Xibei is also opening new locations, including stores in Harbin and Jinan, with plans to open eight more by December 31 in cities like Shenzhen, Nanjing, and Beijing [1]. Self-Reform Initiatives - Xibei is undergoing significant self-reform to regain lost customers and reputation, focusing on service upgrades, menu adjustments, price optimization, and prioritizing food safety [3]. - On September 15, Xibei issued an apology and announced nine major adjustments, including switching to non-GMO soybean oil and ensuring fresh preparation of various dishes [4]. Price Adjustments - Starting October 1, Xibei implemented significant price reductions on over 30 dishes, with some items seeing price drops exceeding 20% [4]. - Specific examples include a reduction in the price of sesame oil scrambled eggs from 43 yuan to 33 yuan (23% decrease) and grassland tender grilled lamb chops from 119 yuan to 99 yuan (approximately 16.8% decrease) [4]. Marketing Strategies - Xibei has been actively using promotional strategies, such as distributing dining vouchers to attract customers, with campaigns like "Xibei Treats You to Dinner" offering 100 yuan vouchers for in-store consumption [6]. - The company has also introduced a new logo and branding strategy, testing a new color scheme in select locations to refresh its image [6]. Customer Feedback - Initial responses to Xibei's reforms have been mixed, with some consumers expressing willingness to give the brand another chance, while others remain skeptical about the effectiveness of the changes [8][9]. - Positive comments highlight the company's sincerity and improvements, while criticisms focus on lingering doubts about service quality and pricing transparency [8][9].