深圳商报·读创客户端记者 李佳佳 近日，餐饮连锁品牌西贝"全国门店产品降价调改""员工涨薪"的新闻冲上热搜。11月24日，记者前往西贝（深圳龙华壹方天地店）探访。 11月24日中午约12点，记者发现，位于深圳龙华壹方天地A区负一楼的西贝门店上座率约为50%，不用等位，服务还是如往常般主动热情，明厨亮灶里厨师 们正在忙碌，外卖取餐处则比较繁忙。据店员介绍，"周六日的中午和晚上，均需排队等位，平日不用。"可见网传"西贝近日客流有所回升"的消息属实。 了 A 图 1993-1 ar A - r 1 AT ! 1 o Dr 此前，有媒体报道称，受"西贝罗永浩风波"相关负面舆论影响，部分西贝门店一线员工遭遇"网暴"，一些门店甚至每天接到十几通辱骂电话，西贝为员工设 立"委屈奖"以表安慰。近日，西贝召开1.8万人员工大会，创始人贾国龙宣布将向一线员工发放500元补贴。 西贝降价后还贵不贵？还能挽回消费者的信任吗？于一社交媒体平台上，记者看到调查问卷中显示，"降价后仍觉得贵"的消费者约有83%，"西贝现在的价 格如何"这一选项，只有约16%的消费者觉得"比较合适"。 记者翻阅西贝调整后的菜单发现，大部分传统菜品有所保留，价 ...

Core Viewpoint - The article discusses the recent controversies surrounding the restaurant chain Xibei, emphasizing that despite rumors of widespread store closures, the company is not on the verge of collapse and continues to expand its operations [5][9][15]. Group 1: Company Operations - Xibei has closed nearly 10 stores recently, which is a normal part of operational adjustments for a large chain with around 400 locations [6]. - The company has opened two new stores during the recent public scrutiny and plans to open eight more in cities like Shenzhen, Nanjing, Beijing, Changsha, and Xi'an by the end of the year [6][12]. - Xibei has received over 640 million child visitors in 2023, with its children's meals selling 40 million portions, indicating a strong family-oriented customer base [12]. Group 2: Public Perception and Response - The article highlights the negative public sentiment fueled by social media, where many users have jumped to conclusions about Xibei's stability without understanding the full context [5][10]. - Xibei has been proactive in addressing customer concerns by upgrading services, adjusting menu items, and optimizing prices, which has led to positive feedback from customers [12][14]. - The company has maintained a clean and safe dining environment, with no significant food safety risks found during inspections despite numerous reports [13]. Group 3: Industry Context - The restaurant industry in China is shifting from "incremental competition" to "efficiency competition," with larger chains like Xibei benefiting from economies of scale [15][16]. - The Chinese Culinary Association predicts that the chain restaurant rate will increase from 24% to 30% over the next three years, highlighting the growing importance of standardized operations in the industry [15]. - Xibei, along with other major chains, plays a crucial role in the Chinese restaurant sector, competing against international brands like KFC and McDonald's by establishing a robust domestic dining system [16].

今年7月底，海底捞在深圳开出首家Hi乐园店，引来很多食客关注。在大众点评平台上，记者看到方大 城海底捞火锅店被标注为"亲子友好"餐厅，评分为4.7星。记者日前前往方大城海底捞店看到，该店内 设画画区、海洋球池、滑梯等各种儿童娱乐设施，堪称"大型游乐场"，不仅有覆盖多年龄段的玩耍区， 还有专业人员帮忙照顾娃娃，就餐同时还提供舞蹈、魔术、变脸等互动表演。 深圳商报记者 李佳佳 "大人只顾安心吃火锅，孩子交给游乐园。"一位消费者在社交媒体上这样描述海底捞的亲子服务。如 今，海底捞已被网友戏称为"新的遛娃胜地"。 除了海底捞，西贝、九毛九等连锁餐饮品牌也是儿童餐市场的重要参与者。永和大王、喜家德、探鱼等 也纷纷推出儿童餐，希望在这个快速增长市场分一杯羹。 根据《2023儿童餐食行业研究报告》，儿童餐食市场已经突破万亿元规模，并呈现细分化、健康化、高 端化的趋势。昔日安静的儿童餐市场，正成为餐饮业争夺的黄金赛道。 竞争差异化 连锁店各出高招 吃力不讨好 儿童餐成本更高 中国营养学会曾经的一份调查报告揭示了这一市场的消费频率：6岁至12岁儿童经常在外就餐的比例达 44.4%。这样的消费频率，对增长陷入瓶颈的餐饮企业而言， ...

Core Viewpoint - The "Xibei Controversy" reflects the ongoing clash between traditional cooking methods and industrialization in China's catering industry, highlighting the challenges of balancing efficiency and consumer experience in the era of pre-prepared meals [2][6][7]. Group 1: Industrialization vs. Traditional Experience - The conflict between industrial efficiency and traditional dining experiences is evident, with Xibei aiming for standardization and scalability through central kitchens, while many consumers still seek the freshness and warmth of freshly cooked meals [9][10]. - There is a misalignment between industry definitions and public perceptions, as consumers often categorize dishes lacking "wok hei" (the essence of freshly cooked food) as pre-prepared, despite regulatory definitions differing [11][12]. - The pricing logic and consumer value expectations are imbalanced, with consumers comparing prices without recognizing the added value of brand and experience [14][15]. Group 2: Xibei's Exploration and Challenges - Xibei's practices serve as a mirror reflecting the dual nature of China's catering industrialization, showcasing both the courage to explore and the unresolved challenges [18][19]. - Successful strategies include building family dining scenarios, standardizing management across nearly 400 outlets, and innovating product offerings like "new roast duck" [20][21]. - Unresolved questions remain about maintaining warmth and trust in the face of industrial efficiency, as well as how to measure intangible aspects of dining value [23][24]. Group 3: Historical Context and Consumer Concerns - Historical technological revolutions have often sparked fear and resistance, similar to current consumer concerns regarding the safety and quality of pre-prepared meals [26][30]. - The core of the current pre-prepared meal debate revolves around consumer rights to information, paralleling historical public apprehensions about new technologies [30][31]. Group 4: The "Dongbao" Paradigm - The proposed "Dongbao" model aims to integrate the strengths of Xibei while avoiding its pitfalls, focusing on precise time management and transparency in operations [34][37]. - This model emphasizes flexible value creation tailored to different dining scenarios, addressing consumer discomfort with rigid pricing structures [40][41]. - The "Dongbao" paradigm seeks to balance the long-standing dilemma of achieving efficiency, quality, and low prices in the catering industry [42][43]. Group 5: Industry Opportunities and Future Outlook - China's catering market has surpassed 5 trillion yuan, with a low chain rate of 20%, indicating significant potential for concentrated development [52]. - The industry faces structural pressures, including rising labor and ingredient costs, necessitating innovative approaches like the "Dongbao" model to achieve both efficiency and warmth [53][55]. - The future of the catering industry is envisioned as a deep integration of traditional and modern practices, where technology enhances rather than replaces human capabilities [72][74].

Core Insights - The children's meal market is becoming a significant focus for restaurants, with companies like Haidilao and Xibei investing heavily in this segment to attract family customers [1][4][11] - Xibei has seen a remarkable growth of 415% in children's meal revenue from 2019 to 2022, indicating strong consumer demand [1][8] - Haidilao has launched its first "baby restaurant" in Xi'an, offering a dedicated dining area for children aged 3 to 12, which reflects the growing trend of family-oriented dining experiences [1][2] Company Strategies - Haidilao has been enhancing its children's meal offerings since 2013, introducing various facilities and interactive experiences to attract families [2][4] - The company aims to create a unique dining experience by integrating play areas and educational activities, such as a collaboration with Yuan Programming for coding lessons during meals [2][10] - Xibei has focused on the nutritional aspect of children's meals, promising no additives and emphasizing healthy ingredients, which has helped build trust among parents [4][16] Market Dynamics - The children's meal market in China reached a size of 3,623.27 billion yuan in 2022 and is projected to exceed 5,000 billion yuan by 2025, highlighting its lucrative potential [11][13] - The frequency of dining out among children aged 6 to 12 is significant, with 44.4% of this demographic regularly eating out, making it an attractive segment for restaurants [11] - Competition in the children's meal sector is intensifying, with various brands like Jiumaojiu and others also entering the market, indicating a race for market share [13][19] Consumer Behavior - Parents are increasingly prioritizing healthy and safe dining options for their children, which influences their restaurant choices [4][10] - The average family spends a significant portion of their budget on children's needs, with children's expenditures accounting for 30% to 50% of total family spending [13] - The shift in dining preferences reflects a broader trend where children's meals are no longer seen as an afterthought but as a critical component of family dining experiences [10][19]

Core Viewpoint - The article discusses the increasing trend of restaurants in China targeting the children's dining market, highlighting the competitive landscape and the strategies employed by various brands to attract family customers [5][10]. Group 1: Market Trends - The Chinese children's consumption market is nearing 4.5 trillion yuan, with an expected annual growth rate of over 20% in the next five years [13]. - The population of children aged 0-17 in China is approximately 298 million, accounting for 21.1% of the total population [13]. - Children's meals are seen as a significant driver for family dining, potentially increasing overall customer traffic to restaurants [15][16]. Group 2: Restaurant Strategies - Haidilao is expanding into the children's dining segment by opening a parent-child themed restaurant and introducing children's meal options, including lighter broth flavors and interactive activities [6][29]. - Other brands, such as Xibei and Lao Xiang Ji, are also developing children's meal offerings, with Xibei reporting that children's traffic accounted for nearly 17% of its total customers in 2023 [23][25]. - The article notes that many restaurants are adopting a multi-faceted approach by combining children's dining with entertainment and educational experiences to create a comprehensive family-friendly environment [18][19]. Group 3: Competitive Landscape - The competition for attracting young customers is intensifying, with various brands entering the children's dining space, including traditional Chinese restaurants and fast-food chains [10][22]. - The article highlights that while Haidilao faces challenges in adapting its hot pot offerings for children, it is actively innovating to meet family needs [27][28]. - The overall restaurant industry is experiencing pressure, with a reported decline in revenue growth, indicating a need for differentiation and innovation among brands [34].

Core Viewpoint - The article discusses the recent drastic price reduction by the restaurant brand Xibei as a strategy to regain consumer trust and increase foot traffic after facing criticism for high prices and the use of pre-made dishes [4][9][12]. Group 1: Price Reduction Strategy - Xibei announced significant price cuts on key dishes starting from October 1, with prices for items like Xibei noodles dropping from 39 yuan to 33 yuan and hand-torn spicy chicken from 63 yuan to 46 yuan [4][12]. - The introduction of 100 yuan no-threshold vouchers has attracted consumers, leading to increased foot traffic during the National Day holiday, with some locations experiencing wait times for seating [7][12]. - The voucher system has been exploited by consumers, with many finding ways to maximize savings, such as purchasing low-cost items and using multiple vouchers to effectively dine for free [13][17][21]. Group 2: Consumer Perception and Trust Issues - Despite the price cuts, consumer trust remains fragile, as many still associate Xibei with high-priced pre-made dishes, leading to skepticism about the brand's claims of no longer using such items [33][34]. - Social media feedback indicates that while consumers acknowledge the lower prices, they still believe that pre-made dishes should be priced lower, highlighting a persistent perception issue [34][39]. - The brand's shift from emphasizing value to focusing on price may dilute its long-term brand equity, as it risks being perceived as a discount option rather than a premium dining experience [36][38]. Group 3: Long-term Brand Strategy - Xibei's recent changes, including menu adjustments and the introduction of new cooking methods, aim to enhance the dining experience, but the effectiveness of these measures in rebuilding trust is uncertain [28][32]. - The article suggests that Xibei needs to clarify its target customer base and potentially separate its offerings into different segments to avoid confusion and better serve distinct consumer needs [44][46]. - Ultimately, while short-term promotions may drive traffic, they are unlikely to establish lasting customer loyalty without addressing the underlying trust issues related to product quality and transparency [47].

Core Viewpoint - The article discusses the recent price reduction strategy implemented by the restaurant brand Xibei, which aims to regain consumer trust after facing criticism for high prices and the use of pre-made dishes. The effectiveness of this strategy during the National Day holiday is analyzed, highlighting both consumer reactions and potential long-term implications for the brand [8][24][28]. Price Reduction Strategy - Xibei announced significant price cuts on various core dishes starting from October 1, with prices for items like Xibei noodles dropping from 39 yuan to 33 yuan and roasted lamb chops from 119 yuan to 109 yuan. Additionally, a 100 yuan no-threshold voucher was introduced [8][12]. - This price adjustment is unprecedented in Xibei's history and is viewed as a self-rescue measure to counteract declining customer traffic [8][12]. Consumer Response - During the National Day holiday, Xibei experienced a noticeable increase in customer traffic compared to the previous period, with some locations seeing wait times for seating [8][18]. - Consumers reported significant savings using the vouchers, with some effectively dining for free by leveraging multiple vouchers [13][15]. However, there were complaints about portion sizes, indicating that the price reduction did not necessarily equate to value [29]. Market Dynamics - The introduction of vouchers led to a surge in secondary market activity, with 100 yuan vouchers being sold for 50-60 yuan on platforms like Xianyu, indicating a potential for arbitrage [19][20]. - The presence of "voucher hunters" and resellers could undermine the original intent of the promotional campaign, shifting it from customer appreciation to profit-making [20][24]. Brand Trust Issues - Despite the price cuts, Xibei continues to face skepticism regarding its use of pre-made dishes, with many consumers expressing doubts about the brand's claims of not using such products [24][26]. - The article notes that while consumers acknowledge the lower prices, they still associate the brand with its previous high pricing and pre-made dish controversies, which complicates the rebuilding of trust [26][28]. Strategic Implications - The article suggests that Xibei's shift from emphasizing value to competing on price could dilute its brand equity and long-term positioning in the market [28][29]. - To regain consumer trust, Xibei may need to focus on transparency regarding its food sourcing and preparation methods, as well as ensuring that pricing aligns with consumer expectations for quality [31][33].

Core Viewpoint - The article discusses the ongoing challenges faced by Xibei restaurant chain in the wake of a public relations crisis, highlighting their attempts to implement changes in response to consumer concerns and the impact on customer traffic and employee morale [3][27]. Summary by Sections 1. Changes Implemented - Xibei has modified nine core menu items to be prepared on-site, including beef patties and fish sticks, and has switched to non-GMO soybean oil for cooking [1]. - As of September 29, only one item, the yellow rice cake, remains unmodified according to their public announcement [1]. 2. Customer Traffic and Experience - During a visit on September 29, the restaurant's occupancy rate was approximately 10%, making it one of the least busy chains in the mall [5]. - The restaurant had only two tables occupied during a pre-lunch peak, and by noon, only five tables were filled [7]. - A significant decrease in child patrons was noted, with fewer families dining compared to previous visits [9]. 3. Public Relations and Communication - Xibei's communication strategy has been criticized, with the founder's responses to public concerns perceived as defensive [3]. - The restaurant's management has become more cautious in their interactions with the media and customers, reflecting a shift from previous openness [27]. 4. Employee Sentiment and Operations - Employees expressed uncertainty about the company's direction and recent changes, indicating a tense atmosphere [16][26]. - There has been an increase in employee training sessions, particularly related to the new standard operating procedures for children's meals [17]. 5. Financial Impact - The restaurant's daily revenue reportedly dropped by nearly half following the onset of the crisis, with current occupancy rates indicating a further decline [15]. - Despite promotional efforts, such as offering 100 yuan dining vouchers, customer turnout remained low [11][13]. 6. Consumer Behavior - Customers have become more cautious in their dining choices, with some expressing dissatisfaction with the perceived value of their meals [13]. - The article notes a shift in consumer sentiment, with some patrons still willing to dine at Xibei despite the controversies, while others have decided against returning [13]. 7. Industry Context - The article suggests that the crisis reflects broader issues within the high-end dining sector, including consumer expectations and the perceived value of dining experiences [27][28]. - Experts argue that the focus should shift from punitive measures against Xibei to a more constructive dialogue about industry standards and practices [28][29].

Core Viewpoint - The trust crisis surrounding Xibei continues to escalate, driven by a lawsuit from a long-time customer alleging false advertising and a series of public relations missteps that have led to widespread criticism and ridicule [4][5][9]. Group 1: Lawsuit and Customer Allegations - A long-time customer, lawyer Guo Chengxi, filed a lawsuit against Xibei for alleged false advertising, seeking a public apology and compensation of 36,000 yuan [4][7]. - Guo's complaint highlights issues with Xibei's use of pre-prepared dishes and misleading marketing claims regarding food freshness and ingredient sourcing [9][10]. - The lawsuit includes demands for Xibei to publicly apologize for a week, disclose detailed information about pre-prepared ingredients, and pay 10,000 yuan in emotional damages along with punitive damages calculated at three times the consumption amount [9][10]. Group 2: Public Relations Missteps - Xibei's attempts to manage the crisis through emotional public relations campaigns have backfired, leading to further ridicule online [21][22]. - The company's initial strong response to criticism from public figures like Luo Yonghao transitioned to a series of poorly received emotional appeals, which were perceived as insincere [21][22]. - A specific public relations article about a child's emotional reaction to Xibei's potential closure was widely mocked, further damaging the brand's image [22][23]. Group 3: Crisis Management Recommendations - Experts suggest that Xibei should establish a synchronized "legal + public relations" response mechanism to address both the lawsuit and public criticism effectively [13][24]. - Recommendations include focusing on genuine communication and product quality improvements to rebuild consumer trust, rather than relying on emotional narratives that may appear scripted [24][26]. - The crisis serves as a cautionary tale for other brands about the importance of authentic engagement with consumers and the potential pitfalls of emotional marketing strategies [26][27].