One-hour queues and sold-out dishes — Jia Guolong starts selling braised noodles; staff say "don't want to be associated with Xibei (西贝)"

The fast take

Jia Guolong (贾国龙), founder of Xibei (西贝), has opened the first store of a new brand, Tianbian Sandpot Braised Noodles (天边砂锅焖面), in Beijing’s 798 arts district — and it is already drawing long lines. It has been reported that lunchtime queues average about an hour, many signature side dishes sell out quickly, and average spend runs roughly ¥50–60 per person, well above the ¥30 work‑lunch target Jia formerly touted. Staff reportedly confirmed the brand was created by Jia but said it is run by an independent team; several employees have Xibei backgrounds, yet staff told reporters they “don't want to be associated with Xibei (西贝).”

What customers see

The 600+ sqm two‑storey outlet eschews Xibei’s family‑friendly décor for a rougher, wood‑heavy aesthetic and even hosts a live rock band in the evenings. The kitchen is laid open: dough making, noodle pressing and soup preparation visible to diners. Demand has outpaced supply — popular items such as Hetao gluten and sand leek black bean skins are frequently sold out — and a handful of complaints have surfaced, including an allegation of a metal wire found in a braised pig ear; the restaurant says it has investigated and tightened checks. Online ratings sit around 4.4 on domestic review platforms, with mixed comments on portion sizes and value for money.

Strategy, scrutiny and stakes

Analysts see the move as a deliberate multi‑brand pivot: using a lower‑price, fast‑casual noodle concept to capture more price‑sensitive diners while distancing the experiment from Xibei’s mid‑range positioning. It has been reported that the new brand’s operator is Beijing Xibei Tenggeli Catering Management Co. (北京西贝腾格里餐饮管理有限公司) and that Xibei Catering Group (西贝餐饮集团) retains investment ties. The launch comes amid broader turmoil at Xibei — management reshuffles, capital infusions from new shareholders and prior consumer criticism over pricing and pre‑prepared ingredients — so will a fresh brand and a full storefront spectacle silence critics or simply spread the controversy to a new plate?