Exclusive | Quietly opened a claypot braised noodle shop. Jia Guolong: It is a completely independent brand and will not give up Xibei.

Ask AI · Why did Jia Guolong choose claypot braised noodles as the core of his new brand?

Each Daily Economic News reporter: Zhao Wenqi Editor: Yu Tingting

On one side is the pain of closing 30% of stores, and on the other is the exploration of a new brand. Xibei Catering Group (hereinafter referred to as Xibei) founder and chairman Jia Guolong is trying to find a new way for Xibei to survive amid difficulties.

According to an exclusive report by Daily Economic News, Jia Guolong’s latest entrepreneurial project, “Tianbian Claypot Braised Noodles” (store name “Tianbian Claypot”), has quietly opened in Beijing’s 798 Art District. The new store has an average per-person spend of 40 to 50 yuan, featuring the specialty of Jia Guolong’s hometown, Bamei (Inner Mongolia Bayannur City) — claypot braised noodles.

Image source: Photo by Zhao Wenqi, Daily Economic News

Recently, while visiting this new store, the reporter unexpectedly met Jia Guolong in the back kitchen during a store inspection and had an exclusive conversation with him. “Xibei needs to close some stores, and I hope a new brand can take over some of the stores and employees,” Jia Guolong told the reporter. “Xibei still needs to operate as a brand. In the future, some stores will close, some will transition to the new brand, and some core stores will be retained.”

The birth of this new store coincides with Xibei’s most challenging period in its 38-year history — closing 102 stores nationwide, management salary cuts, and declining customer flow. Jia Guolong’s choice is to plant a new seed amid contraction.

Confirmed focus on claypot braised noodles in early March

The reporter learned that this store in Beijing’s 798 Art District was actually acquired by Jia Guolong a year ago. The initial plan was to open a new Xibei restaurant, before the subsequent public opinion storm, with the store’s preparations proceeding smoothly. However, since September last year, after negative publicity affected the Xibei brand, operations have not recovered, with continuous pressure on customer flow and revenue. Jia Guolong decided to change his approach and explore a new direction, no longer limited to the existing Xibei brand system.

“I considered opening a hotpot restaurant, a barbecue place, even snack shops. I thought about many options, but ultimately decided to open a claypot braised noodles shop. I grew up eating braised noodles, and I have a special fondness for them. I hadn’t done this category before due to circumstances, but now I have the chance to pick it up again, and I feel quite connected,” Jia Guolong told the reporter.

It is understood that this new store opened before the Spring Festival (February 13), and it was only on March 6 that Jia Guolong confirmed to focus on claypot braised noodles, with a target average spend of 40 to 50 yuan per person. He hopes that customers can enjoy authentic, fresh flavors from Inner Mongolia without spending much.

Image source: Photo by Zhao Wenqi, Daily Economic News

On-site visits by the reporter revealed that, unlike Xibei’s usual bright, cozy, family-oriented atmosphere, the new store’s decor follows the current popular “mountain and wilderness style,” rustic yet refined. The walls feature textured materials, paired with wooden tables and chairs, and natural decorations. On the walls and shelves, various sizes of claypots and Inner Mongolian-themed ornaments are displayed. Near the stairs, raw materials like Bamei flour are also exhibited. Jia Guolong even invited a Bamei rock band to perform for a month, creating a style completely different from traditional braised noodle shops.

Interior display images: Zhao Wenqi, Daily Economic News

“This store is in 798, so it naturally needs a more artistic atmosphere,” Jia Guolong admitted. The size and scale of the new store are also not meant to be a small street-side shop.

It’s worth noting that, after controversy over “high prices” and “pre-made dishes” sparked public opinion, Jia Guolong has heeded advice. The first floor kitchen of this new store uses an open kitchen design, making the entire food preparation process transparent. Customers can clearly see the chefs preparing braised noodles and mixing broths.

Jia Guolong told the reporter that, based on data, the average per-person spend since opening has been about 48 yuan. “Yesterday (March 14), over 700 people came in a day. The weekend might be slightly higher, around 50 yuan per person. Because on weekend nights, many people come to the second floor for drinks, so the check average is a bit higher,” he said. He also revealed that most customers usually dine here for work meals costing around thirty yuan per person, and a good meal can be enjoyed for fifty to sixty yuan.

Future plans include upgrading some Xibei stores to the new brand

All signs indicate that Jia Guolong is now focusing most of his energy on the new brand. Since opening, he and his wife have frequently appeared at the new store, tasting dishes, holding meetings, and interacting with kitchen staff and customers. Although the company has not officially announced Jia Guolong’s resignation as CEO of Xibei, Dong Junyi is currently managing daily operations as CEO.

As a veteran who has worked alongside Jia Guolong since the early days, Dong Junyi has extensive management experience. He previously served as Xibei’s CEO during Jia Guolong’s exploration of fast-food brands. After Jia Guolong returned to lead Xibei’s operations in 2024, Dong Junyi stepped down and returned to the front lines of stores. Now, as Jia Guolong focuses on the new brand, Dong Junyi has once again taken on the daily management responsibilities.

However, the “Tianbian Claypot Braised Noodles” brand that Jia Guolong is creating is not only about exploring new profit streams but also about taking over some of the closed Xibei stores and reassigning employees. He hopes the new brand can absorb some of the idle store resources and help re-employ laid-off staff, reducing the impact of store closures.

He also clearly stated that he will not abandon the Xibei brand. Core stores will continue to operate, and some closed Xibei stores may be transformed into “Tianbian Claypot Braised Noodles” through upgrades. In Jia Guolong’s plan, “Tianbian Claypot Braised Noodles” is not just a sub-brand of Xibei but a completely independent brand.

The Daily Economic News noted that Jia Guolong and his wife, during store visits, often sit at a corner table, tasting dishes and discussing details like the size of claypots and store decor. During peak hours, Jia Guolong also interacts with diners, asking how their meals are, whether they are satisfied, and if anything needs improvement. “Most people say it’s quite affordable, and they feel comfortable eating here. Especially those who grew up eating braised noodles, they say we have so many varieties, including flavors they’ve never tried,” Jia Guolong said.

Images of Tianbian Claypot Braised Noodles: Zhao Wenqi, Daily Economic News

Jia Guolong told the reporter that he has always wanted to make hometown-style braised noodles. “My son’s first shop was called Zhuangzhuang Braised Noodles, and it was quite popular, with steady business. Later, relatives and former Xibei employees came to ask for advice on opening restaurants, and I recommended braised noodles — they all did pretty well.”

He also mentioned that although “Tianbian Claypot Braised Noodles” is currently a refined store, it could be transformed into a street-side shop in the future. Because street shops also need upgrades, and Chinese consumers are demanding safer, more nutritious food, street shops can also develop a strong identity.

Is this a new business venture or a strategic workaround?

In fact, this is not Jia Guolong’s first attempt at a new brand.

Before returning to Xibei in 2024 and taking on the role of CEO again, he explored fast-food brands like “Jia Guolong Chinese Burger” and “Small Pot Beef,” trying to enter the mass fast-food market. However, none achieved large-scale success and gradually faded from the market.

Images source: Daily Economic News media library

This time, Jia Guolong’s new brand experiment is set against a very special backdrop. Xibei is experiencing its most difficult period since founding, with strategic contraction becoming inevitable. The birth of the new brand seems more like a “strategic workaround,” carrying hopes for Xibei’s transformation and breakthrough.

Earlier this year, Jia Guolong confirmed that Xibei would close 102 stores nationwide, about 30% of its total, affecting around 4,000 employees. This marked the beginning of a strategic contraction phase for the 38-year-old restaurant giant, following last year’s controversy over pre-made dishes.

The direct reason for store closures is declining customer flow. Jia Guolong previously told media that in the four months after the controversy in September last year, Xibei’s business declined by 40% to 60%. To reverse the trend, Xibei issued over 300 million yuan in coupons, but after stopping the promotion, performance remained weak. In January this year, revenue dropped by 50% year-on-year.

The reporter previously confirmed with a store manager that the headquarters notified management in early February to delay February wages, which were originally scheduled for March 10, until the end of March. Store managers and chefs’ salaries were cut by 30%, but not entirely deducted; if the store’s performance improved month-over-month, the deducted amount would be paid as bonuses. “Because January and February were really tough for the company,” the manager said.

However, since the beginning of this year, Xibei has been gaining capital support. On March 10, Xibei received a personal investment from Lin Lairong, founder of Zhongxing Group and major shareholder of Zhongkuang Mining. According to public records, Lin Lairong ranked among the Hurun Global Rich List in 2025 with a wealth of 9.5 billion yuan. Prior to that, Xibei also received Series A funding from investors including Zhang Yong, founder of Xinrongji, and former Alibaba partner Hu Xiaoming, increasing registered capital by about 13%.

Whether Jia Guolong’s new brand venture can truly help Xibei escape its difficulties remains uncertain. Although braised noodles are popular among the public, the market is highly competitive, with low-price street vendors and other chain brands vying for market share. It’s not easy to stand out. Moreover, transitioning from high-end dining to a more affordable fast-food segment with an average spend of 40 to 50 yuan per person presents challenges in accurately targeting customer needs and balancing brand image with value.

Whether this path will succeed remains unknown. But this seasoned restaurateur continues to be on the front lines—watching the fire in the kitchen, asking customers how their meals are, and searching for ways for Xibei to survive in every detail.

Daily Economic News