News

Yum opens 1st Taco Bell in China

January 9, 2017

Yum China Holdings Inc. and Taco Bell Corp. have opened the first Taco Bell restaurant in China, according to a news release. The Shanghai restaurant is located in Oriental Pearl Tower in the city's central business district. 

"Consumers in China today want the best the world has to offer, and Taco Bell is one of the most exciting brands anywhere," Yum China CEO Micky Pant, said in a news release. "Leveraging our deep insights into Chinese consumer preferences, developed from close to 30 years operating in this market, we thoroughly researched and fine-tuned the Taco Bell menu for China and the initial response from customers is very encouraging."

The Shanghai store's menu features brand favorites adapted to local tastes, including the Shrimp and Avocado Burrito, which is unique to China. Customers can also order other regular menu items and shared plates, featuring seasoned nacho chips, spicy fried chicken, and Mexican fries, as well as beer and cocktails. 

The inaugural Chinese location features an open kitchen and self-order kiosks in a California-inspired restaurant with all the latest digital technologies, including menu boards and digital ordering and payment, according to the release. The restaurant's opening was greeted by the community in person and online, via social media, including a selfie-based soft opening promotion with 1,000 participants. 

"Taco Bell is an innovative brand with a strong heritage that we believe will resonate well with Chinese millennials," Pant said in the release. "Built around the concept of 'Live Mas' — literally meaning 'Live More' —Taco Bell encourages its customers to try things they've never tried before. I look forward to creating experiences that surprise and delight people as we expand the Taco Bell brand in China."

Taco Bell Corp. CEO Brian Niccol strongly hinted that the Shanghai opening is just the beginning of a new path of growth for the brand.

"Building restaurants in new international markets is a key component to the overall growth and evolution of Taco Bell and we've just scratched the surface of our global unit expansion potential," Niccol said in the release.