近日，大陸餐飲品牌西貝再次陷入輿論風波，起因是一則由官方視頻號「西貝品味早讀」發佈的故事影片。影片中，一位年輕媽媽分享自己孩子在快滿一歲時不願意吃飯，但後來在西貝的門店裡「學會了吃飯」，這段經歷令西貝董事長賈國龍深受觸動，甚至感動落淚。然而，這則原本意在傳遞溫情的影片，如今卻已被下架。

據《大皖新聞》報導，記者於9月27日聯繫到西貝官方客服，對方解釋，「西貝品味早讀」其實是公司內部的一個學習與分享平台，內容來源於真實發生的故事。至於影片或文章下架的原因，官方表示是因為涉及的顧客和員工遭受網暴，為避免進一步傷害，才選擇刪除相關內容。

事實上，這並非西貝第一次因「溫情公關」遭到外界質疑。此前，「西貝品味早讀」已發佈過多篇充滿情感渲染的故事，例如《7歲的毛毛：我以為自己再也吃不到西貝了》以及《我給大爺一碗湯，大爺要送我北京一套房》，這些內容在網路上引發大量討論，但多數網友認為過於「煽情」，甚至帶有刻意營銷的痕跡，因此成為嘲諷的對象。隨著爭議不斷擴大，「西貝品味早讀」視頻號目前已設為私密帳號，用戶必須獲得官方同意才能關注並瀏覽內容。這一舉動顯示出品牌方面希望降低外部輿論的影響，但同時也反映出其公關策略正面臨困境。

值得注意的是，除輿論危機之外，西貝的經營狀況也面臨挑戰。據報導，部分門店的營業額下降50%，而曾經被視為服務特色的「計時沙漏」也已取消。這一連串舉措，顯示出西貝在品牌形象與經營壓力之間正艱難尋找平衡。

整體來看，西貝原本希望透過「真實故事」塑造一種有溫度的企業形象，但卻因過度渲染、形式化的表達方式，反而讓公眾感到疏離甚至反感。在消費者日益敏感且理性的當下，餐飲品牌若想透過情感營銷來建立信任，如何拿捏「真誠」與「包裝」之間的分寸，已成為一大考驗。

Recently, the Chinese restaurant chain Xibei has once again become the focus of public scrutiny due to a story video released on its official account, “Xibei Taste Morning Reads”. In the video, a young mother shared that her child, who was nearly one year old, refused to eat, but later “learned to eat” at a Xibei restaurant. The story reportedly moved Xibei’s chairman, Jia Guolong, to tears. However, the video, originally intended to convey warmth, has since been taken down.

According to Da Wan News, when contacted on September 27, Xibei’s official customer service explained that “Xibei Taste Morning Reads” is actually an internal platform for learning and sharing, and the content is based on real events. The removal of certain videos and articles was due to the fact that the customers and staff involved were subjected to online harassment, and the company chose to take them down to prevent further harm.

This is not the first time Xibei has faced criticism over its “emotional PR” campaigns. Previously, the account published multiple emotionally charged stories, such as “Seven-year-old Mao Mao: I thought I would never eat at Xibei again” and “I gave an elderly man a bowl of soup, and he wanted to gift me an apartment in Beijing.” While these posts sparked discussion online, many netizens felt they were overly sentimental or appeared to be marketing-driven, leading to ridicule and skepticism.

Amid the controversy, the “Xibei Taste Morning Reads” account has now been set to private, requiring official approval to follow and view its content. This move reflects the brand’s attempt to reduce external public pressure but also indicates challenges in its PR strategy.

In addition to reputational issues, Xibei is reportedly facing operational difficulties. Some stores have seen a 50% drop in revenue, and features like the previously notable “timed hourglass” have been discontinued. These developments suggest that Xibei is struggling to balance brand image with operational pressures.

Overall, while Xibei aimed to cultivate a warm and relatable corporate image through “real stories,” the overly dramatized presentation may have alienated the public. In today’s climate, where consumers are increasingly discerning, restaurant brands must carefully navigate the line between genuine emotion and marketing packaging to build trust effectively.