Company Bets China Has an Appetite for Taco Bell
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After a year of consolidation, Yum China Holdings has opened two more Mexican-inspired Taco Bell restaurants in Shanghai.
Along with Taco Bell Corp, the company launched the brand in Shanghai’s Lujiazui area a year ago. The two new outlets are in a shopping mall in Wu Jiao Chang and the shopping precinct of Feng Sheng Li.
“The response to our first Taco Bell store in Shanghai has been fantastic,” says Yum China CEO Micky Pant. “The new restaurants integrate Taco Bell’s signature brand and spirit into the local community, and bring both classic menu items and original recipes to cater to Chinese customers.”
He says the company looks forward to opening further outlets in other parts of China this year.
New dishes include a Ribeye Steak & Mushroom Taco, Taco Salad Bowl, Beef Kebab Nachos and XL-Wing Nachos. The two new restaurants also offer alcoholic beverages, including the Shanghai Cosmopolitan.
New service model
A new service model has been rolled out with the new outlets, with orders being delivered directly to the table. The Wu Jiao Chang restaurant, which is close to several universities, has a design that combines the chain’s Californian roots with Chinese style and culture. Communal tables encourage students and urban professionals to socialise, and customers are invited to display their artwork, poetry, designs and other creative expressions on the walls. The restaurant will also host events to showcase local talent.
In an historic residential area close to a shopping precinct, the Feng Sheng Li restaurant is designed in the Shikumen (stone gate) architectural style. In a Shanghai-style townhouse, it incorporates elements of Taco Bell’s signature look and feel. Its decor includes images of the Shanghai Oriental Pearl Tower and the city’s Art Deco buildings alongside California palm trees and skateboards.
A neighbouring alleyway, historically a place for residents to congregate, features customised street art as a backdrop to the outdoor dining area. It has clusters to cater to different group sizes, with a canopy to ensure all-weather dining.
Taco Bell has more than 7000 restaurants, nearly 400 of them in 26 countries outside of the US.
Questions & Answers
Q.What is Yum China's immediate expansion plan for Taco Bell in China?
What is Yum China's immediate expansion plan for Taco Bell in China?
Yum China aims to open further Taco Bell outlets in other parts of China this year. They have just opened two new restaurants in Shanghai's Wu Jiao Chang and Feng Sheng Li districts.
Q.What new service model has been introduced at the new Taco Bell outlets?
What new service model has been introduced at the new Taco Bell outlets?
A new service model has been rolled out, where orders are delivered directly to the customers' tables. This enhances the dining experience at the recently opened locations.
Q.How have the new restaurants incorporated local Chinese elements into their design and offerings?
How have the new restaurants incorporated local Chinese elements into their design and offerings?
The new restaurants blend Taco Bell's Californian roots with Chinese style and culture, featuring local artwork, Shikumen architectural style, and images of Shanghai landmarks. They also offer original recipes and alcoholic beverages like the Shanghai Cosmopolitan.
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