Recently, Xibei Youmian Village, a well-known Chinese restaurant chain, announced it would close 102 of its stores, drawing widespread attention. This move marks a significant strategic adjustment by its parent company, Xibei Catering Group, following multiple challenges including the impact of the pandemic, shifting consumer habits, and intensifying market competition. Xibei clarified that the closures do not signal a full-scale retreat but rather a focus on optimizing store portfolios, improving per-store profitability, and reallocating resources to high-potential areas and core cities. In recent years, Xibei expanded rapidly, operating over 400 outlets at its peak; however, some locations struggled with profitability due to poor site selection, low operational efficiency, or insufficient foot traffic. Through this restructuring, Xibei aims to shift from a “scale-first” to a “quality-first” strategy to strengthen its brand competitiveness. The company is also actively expanding into online channels, ready-to-eat meal kits, and digital operations to align with evolving consumer trends. Industry experts view Xibei’s store closures as reflective of a broader industry shift—from rapid expansion toward refined, sustainable operations—and underscore the company’s commitment to long-term growth.
近日，知名中餐连锁品牌西贝莜面村宣布将关闭102家门店，引发广泛关注。这一举措是其母公司西贝餐饮集团在经历疫情冲击、消费习惯变化及市场竞争加剧等多重挑战后，进行战略调整的重要一步。西贝方面表示，此次关店并非全面收缩，而是聚焦于优化门店结构、提升单店效益，并将资源集中于高潜力区域和核心城市。过去几年，西贝曾快速扩张，门店数量一度超过400家，但部分门店因选址不佳、运营效率低或客流量不足而难以盈利。通过此次调整，西贝希望实现从“规模优先”向“质量优先”的转型，强化品牌竞争力。同时，公司也在积极布局线上渠道、预制菜业务和数字化运营，以适应新消费趋势。业内人士认为，西贝的关店策略反映了当前餐饮行业从粗放扩张走向精细化运营的大趋势，也体现了企业对长期可持续发展的重视。
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