Xibei Catering Group

Xibei Catering Group, also referred to as Xibei or 西贝餐饮, is a catering company based in Inner Mongolia, China. The supplied Chinese-language encyclopedia evidence identifies its full company name as Beijing Xibei Catering Management Co., Ltd. and describes it as a mainland Chinese chain specializing in Northwestern Chinese cuisine. The group's supplied website is https://www.xibei.com.cn/. The group operates the Xibei Youmian Village restaurant brand, a Chinese casual-dining concept built around northwestern Chinese cuisine, especially oat noodles and dishes associated with Inner Mongolia and China's northwest. Its identity is based on regional food traditions from northwestern China, with particular emphasis on youmian, or noodles and staple foods made from naked oats, together with lamb, beef, potatoes, dairy products, and other ingredients associated with Inner Mongolia and neighboring northwestern regions. The name combines "Xibei," meaning northwest, with "Youmian," the brand's signature oat-based food, and "Village," a positioning device that suggests a rustic, regional dining environment. The business originated in 1988, when founder Jia Guolong began operating a small food business in Inner Mongolia. Over time, the company moved from a local operation toward a standardized restaurant-chain model. Its development reflected a broader trend in China's food-service sector: regional dishes that had previously been consumed mainly in their places of origin were redesigned for urban shopping centers and family dining. Xibei used restaurant design, open-kitchen presentation, menu simplification, and brand storytelling to make northwestern cuisine more accessible to customers in major cities. A significant stage in the brand's evolution was its shift toward the Xibei Youmian Village identity during the 2010s. The company had used other names and positioning associated with northwestern cuisine, but the Xibei Youmian Village name gave the chain a clearer signature product and a more distinctive retail concept. The brand's restaurants generally emphasize hearty portions, visible preparation, family-style sharing, and an atmosphere linked to northwestern Chinese culture. Its menus have included oat noodles in several forms, hand-pulled or handmade noodles, lamb dishes, roast or grilled meats, potato-based foods, vegetables, soups, and regional snacks. Xibei's growth has depended on adapting regional cuisine to a chain format. This includes centralized procurement, standardized recipes, training, service standards, restaurant layouts, and a menu suitable for consumers outside the cuisine's original geographic base. The company has had to balance the higher operating costs of a full-service casual-dining chain with the relatively humble origins and staple-food associations of its dishes. The brand has also become part of broader public discussions about restaurant pricing, value, and the difficulty of scaling Chinese food-service businesses. Noodles, lamb, and potatoes are familiar and culturally accessible foods, yet a branded restaurant serving them in a modern commercial setting carries costs that can produce a premium price. This tension has shaped commentary about Xibei's market position and illustrates the challenge of presenting regional cuisine as both authentic and commercially upscale. The group has also introduced other restaurant concepts. The Chinese-language evidence names Super Meat Burger (超级肉夹馍), a fast-food brand, and Gong Chang Zhang (弓长张), a brand focused on freshly cooked rice dishes; it states that both brands have ceased operations. This dossier distinguishes those former concepts from Xibei's main chain and does not treat them as currently operating offerings. The available evidence establishes the group's restaurant-chain focus and its connection with the Xibei name, but does not provide details about ownership, headquarters address, scale, or specific current menu beyond the brand-level information above. Xibei remains a privately held Chinese restaurant brand associated with Xibei Catering Group and founder Jia Guolong. The reference material available for this record does not provide a sufficiently verified chronology of every rebrand, store opening, campaign, executive appointment, or corporate transaction. It also does not establish a verified public listing, an authoritative current website, or a confirmed international network. Those gaps should be resolved through company records and reliable contemporary reporting before being added to the dossier. The available evidence establishes the group’s restaurant-chain focus and its connection with the Xibei name, but does not provide details about its founding, founder, ownership, headquarters address, scale, or specific current menu. The group’s supplied website is https://www.xibei.com.cn/. Xibei’s growth has depended on adapting regional cuisine to a chain format. This includes centralized procurement, standardized recipes, training systems, restaurant-level operating procedures, and placement in commercial districts and shopping malls. The brand has also used theatrical service and food preparation as part of the customer experience. Such methods help distinguish it from ordinary noodle shops while allowing it to compete in the large casual-dining segment. The brand is best understood as a major domestic Chinese restaurant brand rather than an internationally established global chain. Its core market is mainland China, particularly urban consumers seeking a recognizable regional-cuisine experience in a modern, family-oriented setting. Like other large Chinese restaurant groups, it has faced the structural pressures of rising rents and labor costs, changing consumer expectations, delivery and takeaway competition, and heightened sensitivity to menu prices. Public discussion of Xibei has often focused on the relationship between its premium casual-dining positioning and the affordability expected from traditional staple foods such as noodles and lamb. Xibei remains associated with Xibei Catering Group and the entrepreneurial leadership of Jia Guolong. The available reference material does not establish a complete current store count, a verified international operating footprint, a public listing, or a definitive corporate website for the brand. It is therefore described here as an active, privately held mainland Chinese restaurant brand, with unresolved details flagged for further verification.

The available evidence describes Xibei Catering Group as a catering company based in Inner Mongolia, China, and as a mainland Chinese chain specializing in Northwestern Chinese cuisine. A Chinese-language source gives the full company name as Beijing Xibei Catering Management Co., Ltd. The supplied material does not establish the date the company was founded, its original location, the identity of its founder, or the chronology of its expansion, so those details are not stated here. Xibei Youmian Village developed from a food business established by Jia Guolong in Inner Mongolia in 1988. Its early identity was rooted in the food traditions of China's northwest, but the company's later growth came from converting regional specialties into a repeatable urban restaurant format. This required more than simply reproducing local dishes: the business had to develop stable recipes, supply arrangements, employee training, service standards, restaurant layouts, and a menu suitable for consumers outside the cuisine's original geographic base. During its expansion, the company used several forms of northwestern-cuisine branding before emphasizing the Xibei Youmian Village name. The later name highlighted youmian, a staple prepared from naked oats and strongly associated with northern and northwestern Chinese food culture. It also created a more accessible consumer image than a purely geographic restaurant label. The "village" concept supported an environment built around rustic regional references, open preparation, generous portions, and family dining. The brand's restaurant proposition combines staple foods and dishes associated with Inner Mongolia and northwestern China. Oat noodles are central, but the menu has also included lamb, beef, potatoes, vegetables, soups, dairy-related foods, snacks, and grilled or roasted items. This breadth allows the chain to serve both customers seeking a signature noodle dish and larger groups looking for a shared meal. The company's use of presentation, visible cooking, and regional storytelling has made the dining experience part of the product rather than treating the restaurant as a simple noodle outlet. Xibei's expansion reflects the professionalization of China's chain-restaurant industry. Its model depends on standardization and scale while retaining a regional identity. Restaurants have been developed for urban commercial locations, including shopping-center settings, where customers may be unfamiliar with the cuisine but receptive to an organized, branded experience. The company has had to balance the higher operating costs of a full-service casual-dining chain with the relatively humble origins and staple-food associations of its dishes. The brand has also become part of broader public discussions about restaurant pricing, value, and the difficulty of scaling Chinese food-service businesses. Noodles, lamb, and potatoes are familiar and culturally accessible foods, yet a branded restaurant serving them in a modern commercial setting carries costs that can produce a premium price. This tension has shaped commentary about Xibei's market position and illustrates the challenge of presenting regional cuisine as both authentic and commercially upscale. The evidence also records that Xibei introduced two additional food-service brands: Super Meat Burger (超级肉夹馍), described as a fast-food brand, and Gong Chang Zhang (弓长张), described as a freshly cooked rice-dish brand. Both are reported to have ceased operations. No launch or closure dates are provided, so the concepts can be noted as former brands but cannot be placed in a dated chronology. Xibei remains a privately held Chinese restaurant brand associated with Xibei Catering Group and founder Jia Guolong. The reference material available for this record does not provide a sufficiently verified chronology of every rebrand, store opening, campaign, executive appointment, or corporate transaction. It also does not establish a verified public listing, an authoritative current website, or a confirmed international network. Those gaps should be resolved through company records and reliable contemporary reporting before being added to the dossier. The supplied evidence does not provide further documented milestones, ownership changes, leadership appointments, listings, or expansion events. Accordingly, the history is limited to the group's identified business, cuisine focus, corporate-name description, the Xibei Youmian Village brand's development, and the two former concepts named in the source.

• 1988

  Business founded in Inner Mongolia

  Jia Guolong established the food business that later developed into Xibei Catering Group and the Xibei restaurant brand.

• Super Meat Burger and Gong Chang Zhang identified as former brands

• Adoption of the Xibei Youmian Village identity

  The business increasingly emphasized the Xibei Youmian Village name, linking northwestern regional cuisine with its signature naked-oat noodle products.

• Expansion into urban chain dining

  The brand developed a standardized casual-dining format for urban commercial locations, combining regional food, restaurant design, and family-oriented service.

A mainland Chinese restaurant-chain brand focused on Northwestern Chinese cuisine, presenting northwestern Chinese and Inner Mongolian regional cuisine through a standardized, family-oriented restaurant experience.

• Xibei Northwestern Chinese cuisine restaurants

  The group is described as operating a mainland Chinese restaurant chain specializing in Northwestern Chinese cuisine.

• Super Meat Burger (former brand)

  A fast-food brand introduced by Xibei; the source says it has ceased operations.

• Gong Chang Zhang (former brand)

  A freshly cooked rice-dish brand introduced by Xibei; the source says it has ceased operations.

• Noodles and staple foods

  Youmian oat noodles

  The brand’s signature category is based on youmian, a staple made from naked oats and associated with northern and northwestern Chinese food traditions. Xibei presents the ingredient in restaurant-friendly formats intended for sharing or individual meals, making a regional staple the central identifier of the chain.

• Regional meat dishes

  Northwestern lamb dishes

  Lamb is an important part of the brand’s northwestern Chinese menu identity. Offerings have included cooked, roasted, grilled, or otherwise prepared lamb dishes designed to work as shared plates in a full-service casual-dining setting.

• Noodles

  Handmade noodles

  In addition to oat-based specialties, the brand serves handmade or hand-pulled noodle dishes associated with northwestern Chinese cuisine. Their preparation and presentation reinforce the restaurant’s emphasis on visible craftsmanship and regional food culture.

• Vegetables and side dishes

  Regional vegetable and potato dishes

  Potatoes and vegetables are used in dishes reflecting the hearty, grain- and tuber-based food traditions of northern China. These items broaden the menu beyond noodles and meat and support family-style ordering.

• 2025

  Controversy over the definition of pre-prepared dishes, central-kitchen processes, and menu disclosure

  In September 2025, after Luo Yonghao questioned whether Xibei's dishes were pre-prepared and criticized their prices, the brand and he argued publicly; opening its kitchens to the public further fueled discussion of central-kitchen processes and consumer right to know. Xibei subsequently apologized and changed how several dishes are prepared. The current definition differs from consumers' everyday understanding, so it cannot by itself be used to conclude that all dishes are illegal.

  Source

• 2020

  Xibei responds to menu price increases

  Xibei apologized for increasing prices on takeaway and dine-in dishes, saying the move was not suitable at the moment. The article also reports that it lowered prices back to pre-pandemic levels.

  Source

Read more

• 2020-08-14

  Ximalaya 818 membership promotion announced[6]喜马拉雅818会员宠爱节公布tech.sina.com.cn

  Reported: 2020-08-14

  Ximalaya announced its 818 membership promotion, scheduled to run from August 15 to August 19, 2020. The promotion offered an annual Ximalaya membership with access to bundled benefits from other brands.

• 2020-04-12

  Xibei responds to menu price increases[5]Xibei responds to menu price increasesen.people.cn

  Reported: 2020-04-12

  Xibei apologized for increasing prices on takeaway and dine-in dishes, saying the move was not suitable at the moment. The article also reports that it lowered prices back to pre-pandemic levels.

• Unconfirmed

  Xibei restores menu prices after increases[7]西贝在涨价后恢复菜单价格finance.sina.com.cn

  Reported: 2020-04-11

  After raising prices on takeaway and dine-in dishes, Xibei lowered prices back to pre-pandemic levels following consumer discussion. The article reports that Xibei apologized for the increases.

• Unconfirmed

  Xibei menu prices rise[8]西贝多款菜品价格上涨finance.sina.com.cn

  Reported: 2020-04-10

  A review of Dianping listings found that prices for multiple Xibei dishes had recently risen, with reported increases of about 10% to 40%. Xibei representatives denied that the company had raised prices during the pandemic.

• Unconfirmed

  Fanli and Xibei launch advance-ordering service[9]返利网与西贝推出“超前点餐”服务tech.sina.com.cn

  Reported: 2020-02-26

  Fanli and Xibei jointly launched an advance-ordering service using discounted pre-sales, allowing customers to prepay for Xibei dining.

1. 1Xibei Catering Group - Wikidatawikidata.org
2. 2西贝餐饮 - 维基百科zh.wikipedia.org
3. 3Controversy over the definition of pre-prepared dishes, central-kitchen processes, and menu disclosurecompanies.caixin.com
4. 4Controversy over the definition of pre-prepared dishes, central-kitchen processes, and menu disclosurethepaper.cn
5. 5Xibei responds to menu price increasesen.people.cn
6. 6喜马拉雅818会员宠爱节公布tech.sina.com.cn
7. 7西贝在涨价后恢复菜单价格finance.sina.com.cn
8. 8西贝多款菜品价格上涨finance.sina.com.cn
9. 9返利网与西贝推出“超前点餐”服务tech.sina.com.cn
10. 10海底捞、西贝相继就涨价道歉并回调价格 网友们却为这吵翻了finance.sina.com.cn
11. 11海底捞、西贝莜面村都道歉了！疫情压力下，餐饮业该不该依赖涨价？tech.sina.com.cn
12. 12继海底捞之后西贝也就涨价道歉：价格恢复到门店停业前标准tech.sina.com.cn
13. 13西贝董事长就涨价道歉：价格恢复到1月26日门店停业前标准finance.sina.com.cn
14. 14Chinese chain restaurant Xibei apologizes for price hike after Haidilaoglobaltimes.cn