Former CEO Dong Junyi returns to Xibei to take the lead, with stores reducing salaries and losses. Can Xibei overcome its operational difficulties?

Recently, the senior personnel changes at Xibei Catering Group have attracted industry attention. According to multiple sources, founder Jia Guolong has stepped down from his role as CEO of Xibei’s main brand, and veteran executive Dong Junyi has taken over the position. The adjustment occurred just before the Spring Festival, and the group’s daily operations are now fully led by Dong Junyi.

Insiders revealed that after taking office, Dong Junyi quickly implemented a series of reforms, including delayed salary payments for store management, a loss-reduction responsibility system for store managers, and the cancellation of the special management competition system. Specifically, the February salary originally scheduled for March 10 will be postponed until the end of March, and store managers and head chefs’ salaries will be reduced by 30%. However, a loss reduction compensation mechanism has been set—if the store’s monthly loss narrows compared to the previous month, the reduced portion will be returned as a bonus. A manager at a Xibei store confirmed that the headquarters had already notified relevant adjustments in early February, stating, “Operational pressure in January and February was indeed quite high.”

Public records show that Dong Junyi joined Xibei in 1992, starting as a procurement apprentice, and has held positions such as vegetable cutter, store manager, and branch manager. From September 2020 to October 2024, he served as the group’s Chief Operating Officer, President, and division CEO. Notably, he previously served as CEO in 2014 when Jia Guolong explored the fast-food business, and stepped down in 2024 as the fast-food strategy contracted. His return is seen as a key move to address the current crisis.

According to store managers at Xibei, Jia Guolong has stepped back from the front lines but is highly regarded by employees: “The boss didn’t mention salary cuts or losses during the toughest times, and now that the new CEO is leading reforms, everyone can understand.” This evaluation aligns with Jia Guolong’s recent public statements. In an interview in January, he explicitly said he would return to core operations and give up plans to build a personal brand. The founder admitted that after reflection, he realized his expressive and preachy style, along with overexposure to videos, had become too “fatherly,” and he decided to focus on core businesses such as ingredient procurement and dish development.

Industry data shows that Xibei is facing severe challenges. Jia Guolong previously predicted that from September 2025 to March 2026, the group’s cumulative losses would exceed 600 million yuan. To address this, he plans to close 30% of stores nationwide in the first quarter (about 102 stores). From the controversy over pre-made dishes in September 2025 to recent public opinion waves, this catering giant is undergoing a painful transformation. Whether this management adjustment and strategic reform can help Xibei overcome its difficulties continues to draw industry attention.