Core Insights - After facing a public relations crisis for over two months, the operational situation of Xibei is gradually returning to normal, with customer traffic recovering due to various measures taken by the company [2][9] Group 1: Customer Traffic Recovery - Xibei's customer traffic significantly declined after the controversy on September 10, but began to recover from late September due to adjustments in menu items, price changes, and promotional activities [2][4] - By October, the restaurant's occupancy rate reached around 70-80% during weekdays, with wait times of about 15 minutes observed in some locations [2] - In November, customer traffic remained stable compared to the same period last year, despite the cessation of large discounts [2] Group 2: Pricing and Promotions - The increase in customer traffic is largely attributed to significant price reductions and the distribution of coupons [4][9] - Xibei reported that 70% of its sales in October and November came from member consumption, indicating a strong reliance on loyalty programs [4] - The promotional campaign "Xibei Treats You to Dinner" offered customers a 100 yuan dining voucher with any purchase, which led to a surge in customer visits [5][9] Group 3: Menu Adjustments and Pricing Strategy - Xibei has reduced prices on 41 menu items, with price cuts ranging from 8.4% to 26.9% [6][9] - The average customer spending has decreased to approximately 75 yuan due to these price adjustments [6][9] - The company has also implemented a strategy to attract families, with a focus on children's meals and special birthday services [10][13] Group 4: Employee Management and Internal Challenges - The recent crisis has posed challenges for frontline employees, necessitating additional training in food preparation and customer service [13] - To support employees affected by the crisis, Xibei has introduced various subsidies and bonuses, including a "compensation award" for those facing extreme criticism [14][15] - The company is also focusing on optimizing its store operations, having closed several locations while planning to open new ones [16]

Core Viewpoint - The restaurant chain Xibei has recently made headlines for its nationwide price adjustments and employee salary increases, indicating a strategic response to market feedback and consumer sentiment [1][9]. Group 1: Price Adjustments - Xibei has reduced prices on nearly 40 menu items, with discounts ranging from 5% to 20%, aiming to attract price-sensitive customers [9]. - Specific examples of price changes include: Mongolian beef steak reduced from 139 yuan to 128 yuan, small pot beef brisket from 79 yuan to 76 yuan, and lamb skewers from 9 yuan to 7 yuan [6][9]. - The average customer spending has decreased to around 80 yuan following the price cuts, which is a significant shift in their pricing strategy [11]. Group 2: Employee Salary Increases - Reports confirm that Xibei has increased employee salaries by an average of 500 yuan since last month, as part of its efforts to support staff amid negative publicity [9]. - The company has also introduced a "compensation award" for employees affected by online harassment, demonstrating a commitment to employee welfare [9]. Group 3: Customer Sentiment and Market Response - Despite the price reductions, approximately 83% of consumers still perceive Xibei's prices as expensive, indicating a challenge in rebuilding consumer trust [10]. - A survey revealed that only about 16% of consumers find the new prices reasonable, suggesting that price adjustments alone may not suffice to regain customer loyalty [10]. - The company aims to break down price barriers and reshape value perception through operational efficiency and supply chain optimization [10]. Group 4: Industry Context - Xibei's revenue reached 6.2 billion yuan in 2023, with a customer base of 37.66 million, but is facing a significant decline in performance starting in 2024, with some stores reporting daily revenue drops of 1 to 3 million yuan [11]. - The restaurant industry is currently undergoing a significant adjustment period, with nearly 3 million restaurant closures reported this year, marking a historical high [11].

Core Insights - The company, Xibei, has opened a new store in Nanjing after a recent controversy, with plans to open eight additional locations this year [1] - The new store has seen significant customer turnout, with many families dining there, indicating a recovery in consumer interest [3] - Xibei has implemented price reductions across its menu, with the average customer spending now around 85 yuan, which is considered moderate in the Chinese casual dining sector [3] Group 1 - The new Nanjing store opened on November 22, following Xibei's announcement to open eight new locations this year [1] - The store experienced long queues from its opening time, with a notable portion of customers being families [3] - Xibei has reduced prices on over 30 menu items nationwide, with discounts reaching nearly 20% [3] Group 2 - The new store features a significant number of freshly prepared items, aligning with the company's commitment to quality [5] - Employees at the new store confirmed that a salary increase has been implemented, with additional allowances ranging from 300 to 800 yuan for certain staff [5] - Industry experts note that Xibei is gradually regaining consumer trust through price cuts, promotional activities, and menu adjustments [7] Group 3 - The company plans to introduce new products to enhance the value of its menu, with training for these new offerings being rolled out nationwide [7]

Core Insights - The company Xibei plans to open 8 new stores within the year, with the Nanjing Shazhi Chuan store opening on November 22, which saw long queues during lunch hours, with customers reporting waits of nearly 1 hour [1] - The new store has significantly reduced prices on key menu items, including a 21 yuan reduction on the signature beef bone dish, a 10 yuan reduction on grilled lamb chops, and a 7 yuan reduction on Xibei gluten [1] - The company has also improved internal employee benefits, including a reported salary increase of 500 yuan and various bonuses amounting to "several hundred" yuan [1]

Core Insights - The article discusses the recent surge in customer traffic at Xibei during the National Day holiday due to promotional strategies, including a 100 yuan no-threshold voucher and price reductions on core dishes, but highlights the challenges the brand faces in maintaining customer loyalty post-promotion [1][4]. Group 1: Promotional Strategies - Xibei experienced a significant increase in customer traffic during the National Day holiday, attributed to the introduction of a 100 yuan no-threshold voucher and price cuts on key menu items [1][4]. - The promotional strategy included a follow-up offer of a 50 yuan voucher for purchases over 50 yuan, which was applicable across all stores and valid for 30 days [4]. - Despite the initial success in attracting customers, the article notes that the influx of patrons was largely temporary and dependent on the continuation of these promotions [4][6]. Group 2: Customer Behavior and Perception - Many customers were drawn to Xibei primarily due to the availability of vouchers, with some expressing that they would not return without such discounts [3][5]. - There is a prevailing consumer perception that pre-made dishes are associated with lower prices, leading to skepticism about price increases once promotions end [5][6]. - The brand's previous handling of public relations regarding pre-made dishes has damaged consumer trust, complicating efforts to retain customers [5][6]. Group 3: Long-term Challenges - Xibei faces a critical decision regarding its target customer base, struggling to balance the appeal of freshly made dishes with the cost advantages of pre-made options [6][7]. - The article suggests that the recent surge in customer numbers is a temporary fix rather than a sustainable solution, indicating that a more profound transformation may be necessary for long-term success [7]. - The ambiguity in Xibei's positioning—trying to attract both budget-conscious and mid-to-high-end consumers—may hinder its ability to establish a clear market identity [6][7].

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 recent actions taken by Xibei, a restaurant chain, in response to a public relations crisis, including price reductions and menu adjustments to regain customer trust and restore foot traffic [3][9]. Group 1: Price Adjustments - Xibei announced a nationwide price reduction on October 1, affecting 33 dishes, with some prices dropping by over 20% [5]. - Specific examples of price changes include: - Grassland tender grilled lamb chop from 119 yuan to 99 yuan - Scallion grilled fish from 89 yuan to 79 yuan - Yellow rice cake from 29 yuan to 26 yuan - Sesame oil stir-fried eggs from 43 yuan to 33 yuan - Xibei gluten from 39 yuan to 33 yuan [8]. Group 2: Menu and Operational Changes - Xibei has completed its planned menu adjustments, including the introduction of freshly prepared dishes such as lamb skewers and pumpkin porridge, moving away from pre-prepared items [11]. - The restaurant chain has implemented a new cooking process where raw ingredients are prepared on-site, ensuring freshness and quality [11][14]. Group 3: Customer Engagement and Recovery Efforts - To encourage customer visits, Xibei launched a campaign offering 100 yuan dining vouchers to patrons, which has been well-received, with many customers returning despite the controversy [16]. - The restaurant reported a recovery in customer traffic, with a notable increase in footfall during peak hours, indicating a positive response to the recent changes [15].

Core Viewpoint - Xibei is actively implementing self-rescue measures in response to recent controversies, including a significant price reduction on menu items and a commitment to improve food preparation processes [1][6]. Price Reduction - On October 1, Xibei announced a nationwide price reduction affecting 33 dishes, with some items seeing price cuts of over 20% [2][3]. - Examples of price changes include: - Grassland tender grilled lamb chops from 119 yuan to 99 yuan - Scallion grilled fish from 89 yuan to 79 yuan - Yellow rice cake from 29 yuan to 26 yuan - Sesame oil scrambled eggs from 43 yuan to 33 yuan - Xibei gluten from 39 yuan to 33 yuan [3]. Menu and Process Adjustments - Nearly 400 Xibei stores have completed menu adjustments, transitioning to on-site preparation for several dishes, including freshly made pumpkin porridge and lamb skewers [4]. - The restaurant has shifted from using pre-prepared ingredients to preparing dishes from scratch, enhancing the dining experience [4][5]. Customer Response and Recovery - Following the price reductions and menu changes, customer traffic has begun to recover, with reports of increased patronage during peak hours [2][6]. - The introduction of a 100 yuan dining voucher for customers has also contributed to the recovery of customer flow, with many returning customers expressing loyalty despite the controversies [7]. Employee Impact - Despite the increased workload due to the new preparation methods, employee retention has remained stable, with no resignations reported [6]. - The company has maintained employee benefits and increased overtime pay to support staff during this transition [6].

Core Insights - Xibei is actively implementing self-rescue measures in response to recent controversies, including a public apology and a commitment to adjust menu items before the National Day holiday [1] - The company has announced a significant price reduction on its menu items, with some dishes seeing price cuts of over 20% [2][5] - The adjustments to the menu and pricing are part of a broader strategy to restore customer traffic and improve consumer perception following previous pricing controversies [5][7] Pricing Adjustments - On September 30, it was reported that Xibei would reduce prices on 33 dishes starting October 1, with some items seeing reductions exceeding 20% [2] - Specific examples of price changes include: - Grassland tender grilled lamb chop from 119 yuan to 99 yuan - Scallion grilled fish from 89 yuan to 79 yuan - Yellow rice cake (6 pieces) from 29 yuan to 26 yuan - Sesame oil scrambled eggs from 43 yuan to 33 yuan - Xibei gluten from 39 yuan to 33 yuan [5] Menu and Operational Changes - Xibei has completed its planned menu adjustments across nearly 400 stores, with further upgrades planned for items like chicken soup and sauces [7] - The company has shifted to a model where dishes are prepared fresh in-store rather than relying on pre-prepared ingredients, enhancing the dining experience [7][10] - The restaurant has also committed to using non-GMO soybean oil and ensuring that all meat is freshly prepared daily [7] Customer Engagement and Recovery Efforts - To encourage customer visits, Xibei launched a "Xibei Treats You to Dinner" campaign, offering 100 yuan dining vouchers to customers, which has been well-received [11][12] - The restaurant has reported a gradual recovery in customer traffic, with some locations seeing a return to previous levels of patronage [10] - Employees have expressed loyalty to the company despite increased workloads, and the company has maintained employee benefits and morale during this challenging period [10]