Group 1 - A customer reported seeing a mouse in a beverage machine at a Wei Jia Liang Pi store in Xi'an, which has attracted significant attention [1] - The official customer service of Wei Jia Liang Pi confirmed the incident and stated that the police have been notified and an investigation is underway, suspecting it may be a deliberate act by a customer [1][1] - The company has stated that there have been no previous reports of mice in the store since its opening and that they work with a pest control company [1][1] Group 2 - Wei Jia Liang Pi was established in 1999 and is a brand under Shaanxi Wei Jia Catering Group Co., Ltd., which currently operates over 400 stores [1] - The Shaanxi Wei Jia Catering Group Co., Ltd. was founded in February 2023, with Wei Wenjun as the legal representative, and includes multiple brands such as Wei Jia Liang Pi, Wei Jia Convenience, Wei Ke Coffee, and Wei Si Li Hamburger [1]

Core Viewpoint - The article discusses the rapid expansion of "Wei Family Universe," a restaurant empire built on a strong supply chain and cross-industry ventures, originating from a small cold noodle stall in Xi'an [1][2]. Group 1: Company Overview - Wei Family, officially known as Xi'an Huarong Wei Family Catering Management Co., Ltd., was founded by Wei Wenjun, who started with a street-side cold noodle stall over 20 years ago [1][3]. - The company has developed a diverse portfolio, including cold noodles, hamburgers, Hunan cuisine, Japanese cuisine, and convenience stores, with nearly 400 outlets nationwide [1][16]. Group 2: Supply Chain and Expansion Strategy - Wei Family established a centralized kitchen in 2016 to ensure standardized ingredient supply across its outlets, significantly enhancing production capacity [6][21]. - The company has ventured into convenience stores, combining retail and dining, with 46 convenience store locations in Xi'an [8][12]. - Wei Family has successfully entered the Western fast food market with its first hamburger store, "Wei Si Li," which has expanded to 28 locations across several provinces [12][15]. Group 3: Brand and Market Position - The "Wei Family Universe" is characterized by its affordable pricing and generous portions, making it a popular choice among consumers, often referred to as the local "Sally's" [1][17]. - The brand has gained significant traction on social media, with discussions and user-generated content driving awareness and interest, resulting in nearly 80 million views on related posts [23][25]. Group 4: Business Model and Ecosystem - Wei Family operates a vertically integrated business model, encompassing food production, logistics, and even construction, with over 30 affiliated companies across various sectors [28][33]. - The company has established a "base + farmer" model for sourcing raw materials, ensuring quality and cost-effectiveness [23][21]. Group 5: Challenges and Future Outlook - Despite its success, the company faces challenges related to its rapid diversification into non-core areas like health and wellness, which may strain service quality and brand coherence [33]. - The reliance on a single founder for decision-making may pose risks as the company seeks to scale nationally, potentially exposing it to operational vulnerabilities [33].