Yum China Rings Opening Bell at Taco Bell Mexican-style QSR in Beijing

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Yum China has opened its first Taco Bell quick service restaurant (QSR) in Beijing. The unit is located in the Liangmaqiao district, a prime international and cosmopolitan neighborhood.

The Beijing store reflects Taco Bell’s reputation as a culture-centric, lifestyle brand that serves value-for-money Mexican-inspired food with bold flavors. Similar to Taco Bell’s existing stores elsewhere in the PRC, the capital city outlet features nachos, tacos, quesadillas and burritos – some of which have been adapted to suit local tastes. In addition, customers may also order new menu items developed exclusively for the Chinese market such as the rice bowl, seasoned bone chicken and taco pizza.

“We believe that there is a growing appetite for Taco Bell, and we will continue to review and refine its service model and offerings for the Chinese market,” said Joey Wat, chief executive officer of Shanghai-based Yum China Holdings, Inc., the PRC licensee of Louisville, Kentucky, USA-headquartered Yum! Brands. “We also look forward to bringing this fun and dynamic brand to other parts of the country in the future.”

The Beijing store projects a cool and modern look designed to provide a casual and welcoming environment for customers. Management believes that visitors will appreciate the fun and colorful wall art, including a locally inspired graffiti wall that celebrates Beijing’s landmarks and culture and captures Taco Bell’s “Live Mas” brand philosophy.

An open kitchen allows for viewing of meals being prepared, and consumers will be able to take advantage of Taco Bell’s fast casual service model that includes a mobile self-ordering option and facilitates meal delivery directly to designated tables. Building on Yum China’s digital capabilities, mobile pre-orders and takeaway are also available in the new store.

Taco Bell, which now operates 11 units across mainland China, has attracted a loyal following since entering the PRC via Shanghai in 2016. In addition to the Beijing outlet, the chain has also recently launched in Shenzhen and Ningbo.

Globally, Taco Bell restaurants serve over 40 million customers weekly. The company and its franchisees run more than 7,000 eateries in the United States, and currently operate over 600 outlets across 30 countries outside of the US.

Yum China’s portfolio boasted 9,954 restaurants doing business in approximately 1,400 cities and towns at the end of June 2020. In addition to Taco Bell, its brands include KFC, Pizza Hut, Little Sheep, Huang Ji Huang, East Dawning and COFFii & JOY.