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Yum China opens first Taco Bell in Shanghai

Source:Ringier Food Release Date:2017-01-11 306
Food & Beverage
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Taco Bell forays into the China market, and will offer food made to local taste

YUM CHINA Holdings, Inc. and Taco Bell Corp., the world's largest Mexican-inspired restaurant chain have opened the first Taco Bell restaurant in Lujiazui area in Shanghai.

"We are thrilled to bring Taco Bell to China with the official opening of the first restaurant at a spectacular location in Shanghai," said Micky Pant, Chief Executive Officer of Yum China. "Consumers in China today want the best the world has to offer, and Taco Bell is one of the most exciting brands anywhere. Leveraging our deep insights into Chinese consumer preferences, developed from close to 30 years operating in this market, we thoroughly researched and fine-tuned the Taco Bell menu for China and the initial response from customers is very encouraging." 

Taco Bell Shanghai

Some offerings are unique to Taco Bell Shanghai menu

Only in China

The popular menu, which has been adapted to local tastes, are made from high quality ingredients. Newly developed sauces create items such as the Shrimp and Avocado Burrito unique to Taco Bell restaurants in China. The Crunchy Taco Supreme is now loaded with Taco Bell's signature Nacho Cheese Sauce and the Volcano Chicken Burrito features spicy Sriracha sauce. 

Shared plates featuring seasoned nacho chips, spicy fried chicken, and Mexican fries will be available, along with alcoholic beverages including ice-cold beer on draft and specialty cocktails like the Margarita and the Mojito. The Mexican inspired classics are made-to-order in a transparent, open kitchen where fans can see their food being handmade. Self-order kiosks allow consumers to study the menu and beat the rush at peak hours. The unique menu and ambience combine to create a totally unique and fun experience for Chinese consumers. 

"Taco Bell is an innovative brand with a strong heritage that we believe will resonate well with Chinese millennials. Built around the concept of 'Live Mas' -- literally meaning 'Live More' -- Taco Bell encourages its customers to try things they've never tried before. I look forward to creating experiences that surprise and delight people as we expand the Taco Bell brand in China," said Mr Pant.

Taco Bell Shanghai

The restaurant boasts digital techology

California feel

The Shanghai restaurant is similar to Taco Bell's California-inspired look and design and features guitars, graffiti art and surfboards hanging from the ceiling, while also integrating advanced technology throughout, including free Wi-Fi, digital ordering kiosks, digital menu boards and a range of payment options, providing customers with a fully immersive and convenient in-restaurant experience. 

"Building restaurants in new international markets is a key component to the overall growth and evolution of Taco Bell and we've just scratched the surface of our global unit expansion potential," said Brian Niccol, Chief Executive Officer of Taco Bell Corp. "The opening of this Taco Bell restaurant in China is an exciting milestone for the brand as this market holds tremendous growth potential. We look forward to supporting Yum China as it builds Taco Bell's presence in the country." 

Currently, Taco Bell has more than 7,000 restaurants in the world with over 300 in 26 countries outside of the United States. Taco Bell's first restaurant in China is part of the brand's global growth strategy of reaching 1,000 restaurants internationally by 2022.

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