Recently, Yum’s Chinese fast food chains, East Dawning (dōng fāng jì bái in Chinese), has officially opened its first outlet at Tee Mall in Guangzhou.
According to its manager, Wang Qi, it takes three years to standardize and improve East Dawning in Shanghai. Now it is time to promote it nationalwide. With thirteen storefronts around Shanghai, China’s biggest fast feeder, KFC wants to promote this new concept from its test market Shanghai to nationalwide.
However, South China is the battlefield of numerous Chinese fast food chains, such as, Kungfu, Cafe de Coral and so on.
“It should take time to get to know to the preference of consumers in South China.” Said Wang. Challenge as it is, East Dawning chooses a particular strategy of product variety. With Chinese recipes, it will offer nearly 60 foodstuffs ranging from breakfast to late snack.
“In order to provide more dishes, we have adopted various cooking styles, say, steam, fired, roast and so on. More new dishes will be introduced regularly” said Wang.
According to some industry insiders, as brand-new Chinese fast food, East Dawning is at a disadvantage in terms of recognition. Only by fostering its own features could East Dawning suit customers’ taste and attract more customers.