Core Viewpoint - The incident involving a former employee of Xibei taking unauthorized photos of a child in the restaurant has raised significant concerns about customer privacy and trust in the brand [1][2][5]. Group 1: Incident Details - A customer reported that a male employee at Xibei's Hangzhou Binjiang store took a photo of her child and used it as his social media background [1]. - The employee, who has since left the company, apologized and deleted the photo after the customer requested its removal [2][4]. - The customer expressed her dissatisfaction with the handling of the situation and stated she would no longer dine at Xibei [1]. Group 2: Company Response - Xibei issued a public apology and stated that they are conducting a thorough investigation into the incident [2][5]. - The company emphasized that unauthorized publication of customer photos and private information is strictly prohibited in all its locations [5]. - Xibei plans to implement privacy protection training for all employees to prevent similar incidents in the future [5]. Group 3: Company Background - Xibei Catering Group was founded in 1998 and operates multiple brands, including Xibei Youmian Village and Xibei Seafood [6]. - As of May 2025, Xibei has nearly 400 locations nationwide and has been focusing on children's meals, with over 20 million children's meals sold in 2024, generating over 500 million yuan in sales [6].

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]