Core Viewpoint - Xibei is adjusting its store operations, including closures and openings, as part of normal business practices in the restaurant industry, while also addressing customer feedback and enhancing service quality [2] Group 1: Store Operations - Xibei has announced that it will continue to dynamically adjust its number of stores based on operational conditions, with recent closures in cities like Shenzhen, Shantou, and Yiwu being part of this strategy [2] - The company is set to open 8 new stores by the end of the year, including locations in Shenzhen, Nanjing, Changsha, and Beijing [2] Group 2: Product Adjustments - Following a controversy regarding pre-prepared dishes, Xibei has committed to improving its food preparation methods by shifting from centralized kitchen processing to on-site cooking at stores [2][3] - Specific menu changes include transitioning children's meals to be freshly cooked on-site, such as beef rice and fish fillets [3] Group 3: Customer Engagement and Promotions - To attract customers after the pre-prepared dish controversy, Xibei has been issuing various discount coupons, including a 100 yuan no-threshold coupon and a 50 yuan voucher for purchases over 50 yuan, which has been ongoing since October [3][4] - Reports indicate that during peak dining times, customers have experienced wait times at Xibei locations, and the issued vouchers have begun to be resold by scalpers [3] Group 4: Strategic Insights - A branding expert noted that while the coupon strategy has temporarily increased foot traffic and sales, it poses long-term risks to Xibei's brand perception as a high-end Chinese restaurant [4] - Continuous promotions may lead consumers to associate the brand with lower prices, potentially undermining its premium image and long-term viability [4]