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Yum China launches Taco Bell brand in China

Yum China Holdings and Taco Bell Corp, the world’s largest Mexican-inspired restaurant chain, have opened the first Taco Bell restaurant in the second largest economy in the world: China.

The inaugural restaurant is located near Shanghai’s landmark Oriental Pearl Tower in the Lujiazui area, the city’s central business district, and is Taco Bell’s latest international market entry as it grows the brand globally.

Taco Bell Shanghai 1

“We are thrilled to bring Taco Bell to China with the official opening of the first restaurant at a spectacular location in Shanghai,” said Micky Pant, chief executive officer of Yum China.

“Consumers in China today want the best the world has to offer, and Taco Bell is one of the most exciting brands anywhere. 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 menu features the brand’s favourites that have been adapted to local tastes. High quality ingredients coupled with newly developed sauces create items. The Mexican inspired classics are made-to-order in a transparent, open kitchen where fans can see their food being made by hand. Self-order kiosks allow consumers to check the menu and beat the rush at peak hours.

“Taco Bell is an innovative brand with a strong heritage that we believe will resonate well with Chinese millennials. 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,” said Pant.

Currently, Taco Bell has more than 7,000 restaurants in the world with over 300 in 26 countries outside of the United States. Taco Bell’s first restaurant in China is part of the brand’s global growth strategy of reaching 1,000 restaurants internationally by 2022.

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