Recently, Jia Guolong, founder of Xibei Catering Group, publicly confirmed that the company plans to close 102 stores. This move signals Xibei’s strategic shift from rapid expansion to business optimization and restructuring. In recent years, Xibei aggressively expanded sub-brands such as ‘Gong Zhang Zhang’ and ‘Jia Guolong Kung Fu Cuisine,’ venturing into diversified formats. However, some of these initiatives failed to meet expectations, leading to rising operational costs and profit pressure. Facing intensifying competition and evolving consumer behavior in China’s restaurant industry, Xibei has decided to refocus on its core brand—Xibei Youmian Village—and double down on its expertise in Northwest Chinese cuisine to enhance per-store profitability and operational efficiency. The store closures are not a sign of financial distress but rather a proactive strategic realignment to optimize resources. Jia stated that going forward, Xibei will prioritize product quality, customer experience, and digital operations to achieve sustainable, high-quality growth. This decision also reflects a broader industry trend in China—shifting from scale-driven expansion to efficiency- and profit-focused development.
近日，西贝餐饮集团创始人贾国龙公开确认，公司计划关闭102家门店。这一举措标志着西贝在经历快速扩张后，正主动进行战略收缩与业务优化。过去几年，西贝曾大力拓展子品牌如“弓长张”“贾国龙功夫菜”等，并尝试多元化布局，但部分新业务未能达到预期效果，导致运营成本上升、利润承压。面对餐饮行业整体竞争加剧和消费行为变化，西贝决定聚焦核心品牌“西贝莜面村”，回归其擅长的西北菜系，提升单店盈利能力和运营效率。此次关店并非经营危机，而是企业主动调整结构、优化资源配置的战略选择。贾国龙表示，未来西贝将更加注重产品品质、顾客体验和数字化运营，以实现可持续高质量发展。此举也反映出中国餐饮行业从“规模优先”向“效益优先”转型的趋势。
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