Blog

Yum China opens the world's largest Mexican-inspired restaurant chain in China's capital

Yum China Holdings, Inc. (the "Company" or "Yum China") have announced the opening of a new one Taco Bell Store in Beijing, the first store in the capital. The new store in Beijing's Liangmaqiao District opened to the public on August 21.

“After a long anticipation, we are pleased to bring this cult brand to Beijing. The new store integrates Taco Bell's signature food and spirit into the local community and we look forward to welcoming new and existing Taco Bell customers, ”said Joey Wat, CEO of Yum China.

“We believe the appetite for Taco Bell is growing and we will continue to review and refine Taco Bell's service model and offerings for the Chinese market. We also look forward to bringing this fun and dynamic brand to other parts of the country in the future. "

Beijing's first Taco Bell is located in the heart of the city's business district in a premier international and cosmopolitan area. The Beijing store reflects Taco Bell's reputation as a culture-driven lifestyle brand that offers Mexico-inspired food with value for money and bold flavors.

Similar to Taco Bell's existing stores in mainland China, this new store offers many of the brand's signature menu items, such as nachos, tacos, quesadillas, and burritos, some of which have been customized to suit local tastes. In addition, customers can try new menu items developed exclusively for the Chinese market, such as rice bowl, spiced bone chicken and taco pizza.

The Beijing store has a cool and modern design that provides a casual and welcoming environment for individuals and groups. Customers will appreciate the fun and colorful wall art, including a locally inspired graffiti wall celebrating Beijing's unique landmarks and culture and capturing Taco Bell's “Live Mas” brand philosophy.

In an open kitchen, customers can see their meals being prepared, and customers benefit from Taco Bell's fast-casual service model, which includes a mobile self-ordering option and orders that are delivered directly to specific tables. Building on Yum China's strong digital capabilities, mobile pre-orders and takeaways are also available in this new store.

Taco Bell has had a loyal following since arriving in mainland China via Shanghai in 2016. In addition to the new location in Beijing, the restaurant chain was recently founded in Shenzhen and Ningbo. Taco Bell currently has 11 stores in mainland China, and Yum China will continue to look for opportunities to grow the brand further.