East Dawning
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| East Dawning (东方既白) | |
 |
|
| Type | Subsidiary |
|---|---|
| Founded | 2004 |
| Headquarters | Shanghai, China |
| Industry | Restaurant |
| Products | Chinese cuisine |
| Owner | Yum! Brands, Inc. |
| Website | kfc.com.cn/kfccda/minisite/east/ |
East Dawning (Chinese: 东方既白) is Yum! Brands' fusion of the Kentucky Fried Chicken business model with Chinese cuisine.[1] As compared to other Asian fast food outlets, East Dawning restaurants are more spacious and possess better lighting. 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, East Dawning uses consistent recipes and preparation methods between restaurants. 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, Yum! chose the Kentucky Fried Chicken business model (KFC is the most successful Western chain in China) and found greater success.[1] As of October 20, 2006, four restaurants were in operation.[1]
[edit] Trivia
- The chain's name is a reference to a poem by Su Shi.
[edit] References
- ^ a b c d Adamy, J.. "One U.S. Chain's Unlikely Goal: Pitching Chinese Food in China", The Wall Street Journal, 2006-10-20.
[edit] External links
- "A New Chinese Flavor." Photos from The Wall Street Journal. (Requires Login)
- 2006 Yum! China Division year end summary.
A&W Restaurants · East Dawning · KFC · Long John Silver's · Pizza Hut · Taco Bell · WingStreet
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