Core Viewpoint - The article discusses the paradox of the restaurant chain Xibei, which, despite facing significant online criticism, continues to attract long queues of customers in physical locations, highlighting the disconnect between online sentiment and real-world consumer behavior [5][10][20]. Group 1: Online Criticism vs. Real-World Demand - Many online critics of Xibei have likely never dined there, as evidenced by the continued customer turnout despite negative reviews [6][10]. - The criticism directed at Xibei is more about its public relations and brand image rather than the quality of its food [10][11]. - The phenomenon of online backlash does not equate to a brand's demise; rather, it reflects a broader social behavior where criticism can be a form of social expression [13][22]. Group 2: Consumer Behavior and Preferences - Consumers prioritize their personal cravings over online opinions, leading them to choose Xibei for its unique offerings, such as its signature dishes [15][19]. - Xibei has established a reputation for safety and consistency, which is particularly appealing to families with children, contributing to its sustained popularity [16][18]. - The brand has a loyal customer base, with 70% of its patrons being repeat customers, indicating a strong connection to its offerings despite external criticism [18][24]. Group 3: Brand Resilience and Market Position - Xibei has survived numerous controversies without significant damage to its business model, suggesting a robust market position [19][20]. - The brand's ability to meet consumer needs in a standardized manner has allowed it to thrive, even amidst public relations challenges [19][22]. - The article concludes that the only real threat to Xibei's existence would be a failure in product quality, as it has maintained a clean safety record over its 37 years of operation [24].

Core Viewpoint - The founder of Xibei, Jia Guolong, has decided to refocus the company on its core business of casual dining after a challenging year in 2024, marking a significant shift from previous explorations into fast food and retail [2][12]. Group 1: Company Strategy and Changes - Xibei has faced a significant decline in customer traffic and revenue in 2024, prompting Jia Guolong to halt the fast food business and scale back retail operations [2][12]. - The company is now concentrating on enhancing the dining experience, promoting signature dishes like roast duck, and introducing transparent ingredient cards for children's meals [2][34]. - Jia Guolong has transferred a substantial portion of his dividend rights to employees, allowing them to hold 70% of the dividend rights, which is a strategic move to align employee interests with the company's success [2][32]. Group 2: Industry Insights and Challenges - The restaurant industry is experiencing a trend of consumer segmentation, necessitating companies to maintain their ecological niche rather than attempting to cater to all market segments [2][36]. - Xibei has temporarily gained a foothold in the family dining market through its children's meal strategy, but faces competition as other brands also enter this space [3][36]. - The company acknowledges that the fast food business was not inherently flawed but was mismanaged due to overconfidence and a lack of focus on core competencies [12][13]. Group 3: Leadership and Management Philosophy - Jia Guolong emphasizes the importance of returning to the company's roots and maintaining a customer-centric approach, recognizing that previous expansions led to a dilution of focus [6][8]. - The leadership style has shifted back to a more hands-on approach, allowing for quicker decision-making and direct feedback from operations [24][25]. - Jia Guolong believes in a flexible decision-making process, often making spontaneous decisions based on immediate observations rather than extensive deliberation [25][26]. Group 4: Future Outlook - The company aims to redefine its vision, focusing on creating a beautiful dining experience rather than merely expanding its footprint [36][37]. - Xibei's future strategy includes a commitment to understanding and meeting customer needs at a sustainable pace, avoiding the pitfalls of overexpansion [36][37]. - The long-term goal is to build a strong brand that resonates with customers and fosters a positive community impact, with profitability being a means to an end rather than the ultimate goal [37].

Core Insights - The founder of Xibei, Jia Guolong, has decided to refocus the company on its core dining business after a challenging year in 2024, marking a significant shift from previous explorations into fast food and retail [2][11][30] - Xibei will implement a bold distribution reform, transferring a majority of the dividend rights of Jia's shares to employees, resulting in employees holding 70% of the dividend rights [2][30] Company Strategy - Xibei has faced a decline in customer traffic and revenue in 2024, prompting a reevaluation of its business model and a return to its roots in casual dining [2][11] - The company will cease its fast food operations and significantly reduce its retail business, reallocating resources to enhance the dining experience [2][10][12] - New initiatives include focusing on customer experience, launching a duck dish as a signature item, and introducing a transparent ingredient card for children's meals [2][32] Market Positioning - Jia Guolong emphasizes the importance of maintaining a unique market position and adapting to consumer segmentation, moving away from the idea of "serving all" [2][34] - The company aims to establish itself as a leading brand in the casual dining sector, with a focus on quality and customer satisfaction [2][34][35] Leadership and Management - Jia Guolong has returned as CEO, indicating a shift towards a more hands-on leadership style, which is expected to enhance decision-making efficiency [22][24] - The company will prioritize direct feedback from operations, allowing for quicker adjustments and improvements [22][23] Employee Engagement - The decision to distribute a significant portion of dividend rights to employees is aimed at fostering a sense of ownership and motivation within the workforce [30][33] - A new reward system has been implemented to incentivize high performance among staff, with daily bonuses for top-performing stores [27][28] Industry Outlook - The restaurant industry is viewed as resilient, with ongoing demand driven by population growth and evolving consumer preferences [34] - Companies are encouraged to adapt to customer needs and maintain a sustainable growth rhythm, avoiding overextension [34][35]