Recently, Xibei was hit by the storm again. The reason was that some netizens posted their bills, one roll was 33 yuan and a bowl of tofu soup was 69 yuan. As soon as the price came out, the Internet was full of complaints, "I can't afford to eat a monthly salary of 20,000 yuan" and "treating consumers as suckers" were everywhere.
But reality is very slap in the face. Whether it is weekdays or weekends, the Xibei store is always crowded, and it is common to queue. Why is this?
In fact, Xibei has always been the center of the topic, and has been criticized by consumers for its high prices.
Like steamed buns that cost more than 160 yuan, and the food that is much more expensive than ordinary restaurants on the takeaway platform, which makes many people say "can't afford it."
Even Xibei's publicity has been criticized, such as packaging high-priced dishes with "wheat at the foot of Kunlun Mountain, ancient fermentation", but many people think that it is not as good as the steamed buns at the entrance of the community after eating them.
But no matter how much Tucao complains, Xibei's business is still booming. In 2023, the group's revenue exceeded 6.2 billion yuan, and the average performance of a single store was 15 million yuan. In the summer of 2025, the number of customers in family dining with children exceeded 2.3 million, an increase of 25% year-on-year compared with 2024. Even after Luo Yonghao complained that Xibei was "all pre-made dishes" caused the stock price to fall, Xibei relied on launching the "Luo Yonghao Menu" and opening the kitchen to visit, the order volume soared by 210%. This "moment of scolding becomes more and more popular" physique is hidden behind Xibei's business password.
1. Xibei accurately grasps the consumers' fear of being of no grade when treating them to dinner, and fear of losing face if the food is not delicious.
Take the "grassland milk fragrant steamed bun" as an example. The packaging emphasizes the use of the new Mecca grassland milk fermentation at the foot of Kunlun Mountain. The shape is round and cloud-like, and it is also packed in a wooden tray. The ordinary steamed buns instantly become "high-end".
This method of binding ordinary dishes to "consumption upgrade ceremony" has made Xibei a "safety card" for treating guests and family dinners.
Invite someone to have a meal and say they go to eat Northwest specialty exquisite dishes. The other party feels that they are valued, so they don’t have to worry about the bad place they choose.
Xibei 2025 consumption report shows that 68% of customers choose Xibei for dinner because "no need to worry about stepping on the mine, it can also reflect the importance of customers."
2. Xibei also understood the food needs of contemporary people.
The mother group pays attention to eating with peace of mind. Xibei promotes the ingredients from the organic farmland in the northwest and natural cattle and sheep in the grasslands of Inner Mongolia. She also posts the food traceability QR code in the store. Scan the code to see the entire process of the ingredients from the source to the table, and the main purpose is to eat with peace of mind.
Office workers are overwhelmed by work. The warm yellow lights and soft service make people relax when they enter the store. Even the waiter will take the initiative to pick up magazines by eating alone. This feeling of being respected and not being disturbed is something that many fast restaurants cannot give.
3. Xibei is simply a savior for taking care of her children for dinner.
There are cartoons in the children's area, and small portions of ice cream are provided for free. The waiter who has stained the bib will take the initiative to clean it. Xibei has 30 children's meals, including egg custard, noodles, raw cut steak, vegetable cakes, etc., which can reduce salt and sugar in seasoning. The tableware is made of safety-standard silicone material, so you won't be afraid of falling.
4. Xibei has continuous special activities throughout the year.
There is the "Chinese Toon Noodle Festival" in spring, the "Natam Mutton Festival" in autumn and winter, and the "Kissing and Discount Festival" in Valentine's Day. Children's Day is also carefully prepared to cultivate consumers' habit of "eating specific dishes at a specific time", making people always think about checking in.
However, Xibei is not rest easy, and the cost-effectiveness issue is always a hidden danger. The long-term voice of consumers regardless of their "worthlessness" may gradually lose the price-sensitive mass customer base, affecting the brand reputation.
In the first half of 2024, the number of negative discussions about the high price of Xibei was 120,000 on Weibo, 50,000 more than the same period in 2023. Faced with these challenges, Xibei has been adjusting since 2024, trying to find a balance between high-end positioning and mass acceptance.
After all, Xibei's phenomenon reflects the collision of the current consumption concepts of "affordable orientation" and "experience-oriented" in the consumer market.
Some people think that eating is to eat full, 2 yuan steamed buns in supermarkets are more delicious, and Xibei is charged IQ tax; some people think that spending some money to buy a safe environment and healthy ingredients without having to cook and clean up by themselves, which is very worthwhile. It is not very meaningful to argue whether Xibei is worth it. What is important is that it reflects the stratification of the consumer market and promotes the catering industry to think about how to meet the needs of different consumers.
