王女士质疑，西贝走的是亲子餐厅路线，但是门店员工可以随意获取客户电话，并随意拍摄小孩照片。她将问题反馈给西 贝杭州滨江天街店，表达自己不需要赔偿但是希望西贝道歉、说清楚事件经过的诉求。按照王女士提供的短信，门店回应 称，该员工已经离职，是该小伙伴的个人行为，西贝无法出具相关致歉说明。 西贝员工拍摄到店就餐小朋友照片并发在社交平台上，西贝道歉了。 6月26日，根据浙江电视台《1818黄金眼》，消费者王女士爆料称，有西贝男员工将个人短视频账号的背景图设置为自己女 儿的照片，该照片拍摄于西贝杭州滨江天街店。同时，该名员工还曾发短信给王女士，询问其女儿读书近况。王女士随后 联系该名员工要求其删除照片。该名员工道歉并称，因为第一次打暑假工又苦又累，就王女士女儿跟他说过话，要离开店 时，就拍了一张照片，觉得很有纪念意义。他已将照片删除了。根据报道，该员工已更换了其短视频账号的背景图。 贺某虽短暂在西贝工作,但基于此事,我们也 与贺某进行了诚恳深入的沟通。在沟通过程 中，贺某同样表达了对王女士深深的歉意。 后续我们仍将积极保持与顾客王女士、前员 工贺某的持续沟通，承担应尽的责任。 王女士表示，她自2022年就在西贝就餐，一 ...

Core Insights - The article discusses the challenges faced by Xibei, a restaurant chain founded by Jia Guolong, as it navigates a significant downturn in 2024 after a strong performance in 2023 [3][6] - Jia Guolong's decision to return as CEO in 2024 is a response to the company's struggles, marking a pivotal year in his nearly 40-year entrepreneurial journey [4][5] Company Performance - In 2023, Xibei achieved record revenue exceeding 6.2 billion yuan, with Xibei Youmian Village generating 2 billion yuan in net sales and serving 37.66 million customers [6][8] - However, in 2024, the company faced a drastic decline in customer traffic and overall performance, leading to what Jia described as the "most difficult year" since its establishment [3][6] Market Environment - The domestic restaurant industry in 2024 is characterized by complex challenges, including increasingly diverse consumer demands and intensified competition from emerging brands [8][30] - Xibei's struggles are compounded by its past strategic decisions, including a focus on multiple sub-brands that have not yielded expected returns [9][29] Strategic Decisions - After stepping down as CEO in 2015, Jia Guolong attempted to explore new growth avenues through various sub-brands, but most of these initiatives failed, leading to significant financial losses [9][11] - In response to the current challenges, Jia has refocused on Xibei's core business, eliminating underperforming sub-brands and emphasizing the main brand strategy [26][28] Brand Evolution - Xibei has undergone significant brand evolution, including a name and logo change to simplify its identity and enhance brand recognition [27] - The company has implemented a new incentive structure for employees, shifting from quarterly to daily rewards to boost morale and performance [28] Historical Context - Xibei's journey began in 1988, with Jia Guolong's unconventional approach leading to its rise as a prominent brand in the Chinese restaurant industry [14][16] - The company's early success was driven by strict standardization in service and food quality, which has been a key factor in its growth [18][19] Challenges and Future Outlook - The article highlights the risks associated with Xibei's over-reliance on Jia Guolong's personal vision, which may not align with evolving market demands [29][31] - The shift towards an IPO strategy reflects a significant change in the company's approach to capital and growth, with plans to complete the IPO by 2026 [32]

以下文章来源于商业弧光 ，作者李佳琪 商业弧光 . 听风者，捕光人，最准点的商业节拍 出品｜虎嗅商业消费组 作者｜李佳琪 编辑｜苗正卿 题图｜西贝 折腾十年新事不成后，猛龙回头。 56岁、创业37年、白羊座的西贝创始人贾国龙依然保持着"任性"。 "我就是一个爱折腾的人，到现在依然如此。在我眼中折腾就等于创新。"从正餐到快餐再到零售，过 去十年，这位餐饮老兵几乎把能试的新业务试了个遍。直到2024年市场骤然降温，客流下滑、增长 乏力让西贝经历了创业以来"最艰难的一年"。 贾国龙坦言，2024年的"暴击"让他彻底清醒。于是他决定重新挂帅CEO，将折腾了十年的快餐业务 彻底叫停、零售业务大幅收缩，将个人精力分配从"九成折腾新业务"调整为"全力聚焦正餐"，试图 用"创始人模式"的决绝，为西贝按下重启键。 "回归"后的西贝动作频频：门店争体验、全国推广烤鸭单品、儿童餐推出食材公开卡……这些调整背 后，是贾国龙对餐饮行业的新判断：消费分层不可逆，企业必须守住自己的生态位。而西贝的选择， 是放弃"通吃"幻想，锚定休闲正餐的差异化标签。与此同时，贾国龙还抛出了一项大胆的分配改革： 将自己持有股权的大部分分红权让渡给员工，调整 ...