- East Dawning
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East Dawning
Dong Fang Ji Bai (東方既白)Type Subsidiary Industry Restaurant Founded 2004 Headquarters Shanghai, China Products Chinese cuisine (fast food format) Owner(s) Yum! Brands, Inc. Website dfjb.com.cn East Dawning (Chinese: 东方既白, Dong Fang Ji Bai) is Yum! Brands' fusion of the KFC business model with Chinese cuisine.[1] Chinese food is served exclusively, but the chain focuses on the elements of Chinese cuisine that are more quickly and easily prepared. This excludes some dishes, such as dumplings. Soft drinks are eschewed in favor of traditional Chinese drinks. However, unlike most Chinese fast food, Dong Fang Ji Bai uses consistent recipes and preparation methods between restaurants.[1] The restaurants are designed to resemble Chinese homes; for instance, the dining tables are similar to offering tables found in many homes.[1]
A test cafeteria-style restaurant was opened in Shanghai in 2004. After failing,[1] Yum! Brands chose the KFC business model (KFC is the most successful Western chain in China) and found greater success.[1] As of the first quarter of 2011, there are more than 20 East Dawning restaurants in China.[2] The restaurants are located in Shanghai, Beijing, Guangzhou and Suzhou.[3]
References
- ^ a b c d e Adamy, J. (2006-10-20). "One U.S. Chain's Unlikely Goal: Pitching Chinese Food in China". The Wall Street Journal. http://online.wsj.com/article/SB116127912953397916-search.html.
- ^ Yum! China
- ^ 东方既白 [East Dawning]
External links
- Official site.
- "A New Chinese Flavor." Photos from The Wall Street Journal. (Requires Login)
- 2006 Yum! China Division year end summary.
Yum! Brands, Inc. Categories:- North American restaurant stubs
- Fast-food franchises
- Companies established in 2004
- Fast-food chains of China
- Chinese restaurants
- Companies based in Shanghai
- Yum! Brands
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