Dong Fang Ji Bai

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Dong Fang Ji Bai (东方既白)
Type Subsidiary
Founded 2004
Headquarters Shanghai, China
Industry Restaurant
Products Chinese cuisine (fast food format)
Owner Yum! Brands, Inc.
Website dfjb.com.cn

Dong Fang Ji Bai (Chinese: 东方既白, English: East Dawning) 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. 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 KFC business model (KFC is the most successful Western chain in China) and found greater success.[1] As of September 30, 2007, eight restaurants were in operation.[2]

[edit] Trivia

  • The chain's name is a reference to a poem by Su Shi.

[edit] References

  1. ^ a b c Adamy, J.. "One U.S. Chain's Unlikely Goal: Pitching Chinese Food in China", The Wall Street Journal, 2006-10-20. 
  2. ^ Yum! Brands, Inc. 2006 year end China restaurant counts

[edit] External links

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