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FRANCHISING | Staff Reporter, Europe
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Yum China launches two Taco Bell locations in Shanghai

Following the opening of the two stores, the brand expects to open a restaurant in Feng Sheng Li, a shopping precinct.

“The response to our first Taco Bell store in Shanghai has been fantastic, and we are very excited to introduce two more unique restaurants to the city,” said Micky Pant, chief executive officer of Yum China. “The new restaurants integrate Taco Bell’s signature brand and spirit into the local community, and bring both classic menu items and original recipes to cater to Chinese customers. We are excited to welcome more customers to experience Taco Bell in Shanghai and look forward to bringing this vibrant, global brand to other parts of China in 2018.”

In keeping with the “Live Mas” spirit of exploration and innovation, the Taco Bell restaurants will introduce a new dinner menu, exclusive to China, as well as a range of grilled menu items. The lineup includes the Ribeye Steak & Mushroom Taco, Taco Salad Bowl (available with either Ribeye Steak or Grilled Chicken), Beef Kebab Nachos, and XL-Wing Nachos. To complement the dishes, the Wu Jiao Chang and Feng Sheng Li restaurants will unveil an array of alcoholic beverages, including the all new “Shanghai Cosmopolitan”, a crafted cocktail.

The two new Taco Bell restaurants in Shanghai will also introduce a new service model, with orders delivered directly to designated tables.

“Bringing the Taco Bell experience to more customers globally in locally relevant ways is key to our continued growth,” said Brian Niccol, chief executive officer of Taco Bell Corp. “These new restaurants have truly blended the Taco Bell brand within their communities through locally designed restaurants and customized food and service options. We are delighted to see the reception to Taco Bell in China and look forward to bringing the ‘Live Mas’ spirit to more consumers across the country.”

Inspired by the youthful vibe in this area, Taco Bell’s locally based design team has combined its California roots with Chinese style and culture. The restaurant will feature one-of-a-kind artwork that encompasses the spirit of “Live Mas” by combining old with new, unique shapes, and vibrant colors.

The Feng Sheng Li restaurant is designed in the architectural style known as “Shikumen”, or literally “stone gate” buildings. Art featured in the restaurant combines images that represent both California and Shanghai – including the Shanghai Oriental Pearl Tower and Shanghai’s art deco buildings amongst California palm trees and skateboards.

Currently, Taco Bell has more than 7,000 restaurants in the world with almost 400 in 26 countries outside of the United States. Taco Bell’s restaurants in China are part of the brand’s global growth strategy of reaching 1,000 restaurants internationally by 2022. 

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