Core Insights - The article discusses the transformation of Xibei, a restaurant chain, following a public relations crisis that began in September 2025, leading to a significant shift in its operational and pricing strategies [1][3][4]. Group 1: Company Response to Crisis - Xibei experienced a drastic decline in daily revenue, with losses reaching 200,000 to 300,000 yuan per day during the crisis, prompting a halt in expansion and a focus on core operational issues [3][4]. - The company initiated a comprehensive reform over 113 days, addressing menu preparation, pricing, service transparency, and employee welfare, marking a systemic restructuring rather than a mere emergency response [4][5]. - Xibei implemented a significant price reduction of nearly 20% on over 30 menu items, lowering the average customer spending from 92 yuan to 75 yuan, which helped improve customer traffic by approximately 5% compared to the previous year [6][8]. Group 2: Operational Changes - The restaurant chain shifted its food preparation process to enhance freshness, with key dishes being made on-site rather than pre-prepared, including the transition of lamb skewers to be freshly cut and grilled [5][6]. - Xibei introduced a dual transparency mechanism with "open kitchens" and live streaming of kitchen operations, ensuring that customers can see food preparation processes, thereby enhancing trust [7][9]. Group 3: Industry Impact - The crisis catalyzed the development of national standards for pre-prepared foods, addressing long-standing issues of information asymmetry in the industry [3][9]. - The incident led to a broader industry consensus on the importance of transparency, with practices like kitchen live streaming becoming standard among chain restaurants [9][10]. - The public's perception of pre-prepared foods shifted from fear to a more rational understanding, emphasizing the need for clear labeling and transparency in food sourcing and preparation [9][10].

Core Viewpoint - The article discusses the transformation of Xibei, a restaurant chain, following a public relations crisis, highlighting its efforts to rebuild trust and improve customer experience through significant operational changes and price adjustments [1][6][26]. Group 1: Company Response to Crisis - Xibei experienced a significant drop in customer traffic and revenue during the crisis, with daily sales decreasing by 1 million yuan on September 10 and 11, and losses escalating to 200,000-300,000 yuan by September 12 [14]. - In response, Xibei initiated a comprehensive reform over 113 days, focusing on improving food preparation processes, pricing strategies, and employee welfare [1][16]. - The company implemented a "systematic restructuring" of its business model, emphasizing the return of core cooking processes to the stores and enhancing transparency in food preparation [16][20]. Group 2: Customer Engagement and Pricing Strategy - Xibei reduced prices on over 30 dishes by nearly 20%, lowering the average customer spending from 92 yuan to 75 yuan, which was a shift from a profit-driven pricing model to one based on customer perception [17][18]. - The adjustments led to a 5% increase in overall customer traffic compared to the previous year, indicating a positive market response to the new pricing strategy [19]. - The company emphasized the importance of customer feedback in setting prices, aiming to align with consumer expectations and enhance perceived value [18]. Group 3: Transparency and Food Safety - Xibei introduced a dual mechanism of "open kitchen" and "live streaming" in all stores to enhance transparency, with each location equipped with six cameras covering all operational areas [20]. - The company also upgraded its food safety protocols, undergoing over 80 inspections by government authorities without any violations reported, which helped maintain customer trust during the crisis [24]. - A new "food safety officer" role was established in each store, with incentives for employees to ensure compliance with safety standards, further reinforcing the commitment to food safety [24]. Group 4: Industry Impact and Future Outlook - The crisis prompted the development of national standards for pre-prepared food, addressing long-standing issues of transparency and consumer rights in the restaurant industry [15][26]. - The incident catalyzed a broader industry shift towards transparency, with practices like kitchen live streaming and ingredient traceability becoming standard among chain restaurants [26]. - As Xibei continues its transformation, the restaurant industry is expected to evolve towards healthier and more mature practices, driven by consumer demand for quality and transparency [27].

Investment Rating - The report indicates a strong growth potential for the in-home dining industry, with a projected market size exceeding 6 trillion yuan by 2024, reflecting a compound annual growth rate (CAGR) of 11.5% from 2018 to 2024 [28][23]. Core Insights - The in-home dining market is primarily composed of three segments: ready-to-eat or ready-to-cook meal products, fresh ingredients for home cooking, and food delivery services [11][5]. - The industry has evolved from individual private chef services to a comprehensive dining system that integrates meal preparation and delivery, driven by the rise of the "宅经济" (stay-at-home economy) and enhanced food safety regulations [19][15]. - Urbanization and increasing disposable income are significant drivers for the industry's expansion, with China still having considerable room for growth compared to developed countries [23][84]. Summary by Sections Industry Definition - The in-home dining service consists of three main categories: fresh ingredients for home cooking, meal delivery services, and ready-to-eat meal products [5][11]. Industry Development - The industry has transitioned through various phases, from early exploration with private chefs to a more structured and regulated market that includes meal delivery and ready-to-eat products [15][22]. Industry Outlook - The potential for market expansion is substantial, supported by urbanization and rising disposable income, which are expected to drive growth in the dining sector [23][84]. Industry Scale - The overall market size for in-home dining surpassed 5 trillion yuan in 2022 and is projected to exceed 6 trillion yuan by 2024, with a CAGR of 11.5% [28][29]. Industry Growth Drivers - Key growth drivers include advancements in food industrialization, improvements in cold chain logistics, and a shift towards higher consumer spending on food [32][36]. Industry Value Chain - The industry value chain encompasses upstream raw material supply, midstream production and processing, and downstream sales channels, with cold chain logistics being crucial for maintaining product quality [39][42]. Upstream Trends - The prices of meat have shown a downward trend, while rice prices remain stable, and vegetable prices exhibit seasonal fluctuations [43][44]. Midstream Dynamics - The industry is characterized by a fragmented market structure, with a few leading players like锅圈 (Guoquan) establishing a strong presence [47][49]. Downstream Channels - The distribution channels for in-home dining products are diverse, including both online and offline platforms, supported by cold chain logistics to ensure product freshness [53][56]. Company Spotlight: Guoquan - Guoquan has emerged as a leading brand in the in-home dining sector, focusing on a wide range of meal products and expanding its retail network significantly [59][61].

Investment Rating - The industry investment rating is "Recommended" with expectations that the industry index will rise more than 5% over the next 3-6 months compared to the benchmark index [18]. Core Insights - The recent public discourse surrounding prepared dishes has highlighted a significant misunderstanding between consumers and businesses regarding the definition and pricing of these products. Consumers are not opposed to prepared dishes but are concerned about being charged high prices under the guise of freshly made meals [7]. - National standards for prepared dishes have been established, and further detailed regulations are expected to be implemented. The definition of prepared dishes includes pre-packaged meals that do not contain preservatives and require heating or cooking before consumption [7]. - Future policies are anticipated to accelerate the implementation of standards, leading to greater transparency in the restaurant industry regarding the use of prepared dishes. Some restaurants are already taking steps to disclose their cooking processes and ingredient sourcing [7]. - The trend towards a more efficient and standardized food supply chain is expected to continue, with a focus on industrialization in food production. Successful companies will likely adopt high standards for supplier entry, transparent ingredient sourcing, and clear production processes [7]. - Investment recommendations suggest that the acceleration of industry standardization will benefit leading companies. The report highlights potential beneficiaries such as frozen food leader Anjijia and custom meal companies like Baoli, while also noting that lower-end small workshops may gradually exit the market [7]. Summary by Sections Industry Overview - The food and beverage industry consists of 126 listed companies with a total market capitalization of approximately 48,214.68 billion [4]. - The circulating market value is around 46,997.67 billion [4]. Performance Metrics - Absolute performance over the last 12 months is reported at 26.9%, while relative performance shows a decline of 16.3% [5]. Related Research Reports - Previous reports include insights on the liquor industry and the functional food sector, indicating ongoing trends and opportunities within the food and beverage landscape [7].

Core Viewpoint - The crisis surrounding Xibei and the pre-prepared food controversy highlights the need for effective crisis management and communication strategies within the company [1][4]. Group 1: Crisis Management - Xibei's crisis management has been criticized as inadequate, particularly in dealing with public figures like Luo Yonghao, who is known for his strong online presence [4]. - The founder of Xibei, Jia Guolong, opted for a confrontational approach rather than employing professional public relations teams, which led to further escalation of the conflict [4]. - The decision to open the kitchen for public inspection backfired, as it provided Luo Yonghao with material to further criticize Xibei's use of pre-prepared foods [4]. Group 2: Consumer Perception and Transparency - The controversy has raised questions about the transparency of pre-prepared foods in the restaurant industry, with consumers increasingly demanding to know what they are eating [1][4]. - The acceptance of pre-prepared foods varies by restaurant type, with higher-end establishments expected to use fresh ingredients, while standardized fast food chains may rely on pre-prepared options [1]. - Xibei's apology letter included specific corrective measures, but some consumers questioned the rationale behind certain changes, indicating a potential disconnect between the company's actions and consumer expectations [5][6]. Group 3: Proposed Changes and Adjustments - Xibei has announced several adjustments to its menu, including switching to non-GMO soybean oil and ensuring that various dishes are prepared fresh in-store [6]. - Specific changes include transitioning from pre-prepared items to fresh preparations for children's meals and other menu items, aiming to enhance food quality and consumer trust [6]. - The company aims to complete these adjustments by October 1, 2025, as part of its effort to address consumer concerns and improve its public image [5][6].

Core Viewpoint - The article argues that prepared dishes (pre-made meals) are beneficial for various stakeholders in the food industry, including consumers, farmers, and restaurants, despite the negative perceptions surrounding them [4][6]. Group 1: Benefits of Prepared Dishes - Prepared dishes create a stable demand for raw materials, providing farmers with reliable sales expectations and mitigating market volatility risks associated with traditional agriculture [7]. - By processing perishable raw agricultural products into semi-finished goods, prepared dish companies significantly reduce losses during transportation and storage, thereby increasing the overall value of agriculture [8]. - The standardization of kitchen processes in restaurants allows for easier employee training and reduces reliance on skilled chefs, facilitating restaurant expansion and increasing overall employment in the food service industry [9]. Group 2: Consumer Perspective - Prepared dishes offer convenience for busy urban consumers, allowing them to enjoy a decent meal in a short amount of time, which is particularly valuable for young professionals [9]. - The emotional and moral value placed on home-cooked meals often overlooks the time and effort costs associated with cooking, which can make prepared dishes a more practical option [10]. Group 3: Trust Issues and Cultural Context - The distrust towards prepared dishes stems from a lack of transparency in their production processes, which creates a psychological barrier for consumers who cannot see the ingredients or understand the manufacturing methods [12][13]. - The historical context of food safety issues in China has led to a general skepticism towards industrialized food products, making prepared dishes a target for public distrust [15]. - The rapid modernization in China has created a cultural shock as traditional cooking practices clash with the efficiency-driven prepared food industry, leading to resistance from consumers [17]. Group 4: Market Dynamics - The availability of fresh produce at low costs in urban markets presents a challenge for prepared dishes, as consumers may question the value of spending more on pre-made meals that seem inferior in sensory and psychological aspects [18]. - The article emphasizes the importance of recognizing hidden labor costs in the pricing of prepared dishes, which are often overlooked in direct comparisons with fresh ingredients [18]. Group 5: Call for Rational Discourse - The article advocates for a more nuanced understanding of prepared dishes, encouraging consumers to ask critical questions about transparency, nutritional standards, and pricing rather than resorting to blanket distrust of industrialized food [21][22].

Core Viewpoint - The article presents a nuanced perspective on the pre-prepared meal industry, highlighting its potential benefits while acknowledging public skepticism and cultural resistance towards industrialized food products [1][6][23]. Group 1: Industry Benefits - The pre-prepared meal industry can benefit all participants in the supply chain, including consumers, by providing stable demand for agricultural products and reducing waste through local processing [8]. - The industry facilitates restaurant expansion and addresses employment issues by allowing for standardized processes that require less specialized skills, thus creating more job opportunities [9][10]. - For busy urban consumers, pre-prepared meals offer a convenient solution for quick, quality dining, especially during hectic evenings [11]. Group 2: Cultural and Psychological Resistance - Public distrust towards pre-prepared meals stems from a lack of transparency in production processes, leading to a psychological barrier against industrialized food [15][19]. - The cultural significance of home-cooked meals and the sensory experience associated with traditional cooking methods contribute to skepticism towards pre-prepared options [18][23]. - Historical food safety issues in China have exacerbated distrust in industrial food products, making pre-prepared meals a target for broader concerns about food safety and quality [19][21]. Group 3: Market Dynamics - The rapid modernization in China has created a clash between traditional culinary practices and the efficiency-driven pre-prepared meal industry, resulting in cultural shock and resistance [21]. - The availability of fresh produce at low costs in urban markets presents a direct challenge to the pre-prepared meal market, as consumers may question the value of paying more for convenience [22]. - The article emphasizes the need for consumers to critically evaluate the transparency, standards, and pricing of pre-prepared meals rather than relying on emotional responses [30].

Core Viewpoint - The recent dispute between Luo Yonghao and the restaurant group Xibei has cast a shadow over the "pre-prepared dishes" industry, highlighting the need for clearer definitions and standards in this sector [1] Group 1: Definition and Characteristics of Pre-prepared Dishes - The National Market Supervision Administration and five other departments have jointly issued a notice that clearly defines pre-prepared dishes, emphasizing their industrial pre-processing characteristics and the requirement that they must be heated or cooked before consumption [2] - Pre-prepared dishes must not include staple foods and should meet specific production and processing standards, including being packaged for storage, transportation, and sale [2][3] Group 2: Industry Context and Consumer Perception - The pre-prepared dish sector is currently driven by policy support, capital investment, and industry competition, but consumer acceptance remains low due to safety and nutritional concerns [4] - Many consumers associate pre-prepared dishes with a lack of quality and safety, leading to apprehension about their use in restaurant chains [4][5] - The industry faces challenges in balancing consumer expectations for freshly prepared meals with the operational realities of restaurant chains, which often rely on central kitchens for efficiency [4][6] Group 3: Recommendations for Industry Improvement - Experts suggest that the industry needs to respect consumer rights to information and choice, advocating for the establishment of national standards for pre-prepared dishes to alleviate consumer concerns [6] - There is a call for regulatory measures to ensure that pre-prepared products meet safety standards and that restaurants disclose their use of such products to consumers [6]

Core Insights - The article highlights the transformation of Liuzhou's snail rice noodle into a cultural symbol and a billion-dollar industry, attracting global attention and tourism [1][2]. Industry Overview - The Liuzhou snail rice noodle industry has developed into a comprehensive industry chain with a total revenue of 759.6 billion RMB in 2024, including 169 billion RMB from packaged snail rice noodles [2]. - The industry has expanded significantly over the past decade, evolving from a street food to a globally recognized product, with exports reaching over 20 countries and regions [2]. Company Developments - Luobawang Food Technology Co., Ltd. is noted as the first Chinese company with export qualifications to Europe and the United States, focusing on expanding its market presence in Southeast Asia [3][4]. - The company is preparing to launch a halal production line for snail rice noodles, aiming for a daily output of 50,000 packages [4]. Market Expansion - Liuzhou city is actively promoting the snail rice noodle industry internationally, with initiatives to assist companies in understanding international trade standards and conducting promotional activities in Southeast Asia [4]. - The popularity of Liuzhou snail rice noodles has led to a surge in tourism, with the city receiving 51.66 million domestic and international visitors in the first half of 2025, marking an 11.9% increase year-on-year [5].