In 2023, Jia Guolong, founder of Xibei Catering, sparked public controversy by aggressively entering the pre-prepared meal market. He publicly declared that ‘pre-prepared meals are the future’ and announced plans to invest billions of yuan into the sector. However, the strategy quickly drew consumer skepticism—many raised concerns about nutrient loss, excessive additives, poor taste, and even linked such products to the popular phrase ‘technology and harsh ingredients’ (a euphemism for artificial food processing). Facing intense criticism and internal operational pressures, Jia admitted he became so anxious that he had to rely on sleeping pills to fall asleep. His candid revelation not only highlighted the immense psychological toll on entrepreneurs during strategic pivots but also underscored the public’s heightened sensitivity toward food safety and health. In the aftermath, Xibei adjusted its approach by emphasizing transparent production processes and improving communication with consumers. Jia’s experience serves as a telling example of the challenges behind the rapid expansion of the pre-prepared meal industry: while innovation is crucial, it must be grounded in consumer trust.
2023年，西贝餐饮创始人贾国龙因高调进军预制菜领域引发舆论风波。他曾在公开场合表示‘预制菜是未来’，并计划投入数十亿元打造相关业务。然而，该战略迅速遭遇消费者质疑——许多人担忧预制菜存在营养流失、添加剂过多、口感不佳等问题，甚至将其与‘科技与狠活’联系起来。面对铺天盖地的批评和内部经营压力，贾国龙坦言自己一度焦虑到需要靠服用安眠药才能入睡。这一坦白不仅揭示了企业家在战略转型中的巨大心理负担，也反映出公众对食品安全与饮食健康的高度敏感。风波之后，西贝调整策略，强调透明化生产流程，并加强与消费者的沟通。贾国龙的经历成为预制菜行业狂飙突进背后的一个缩影：创新虽重要，但必须建立在尊重消费者信任的基础之上。
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