East Dawning (Chinese: 东方既白, Dong Fang Ji Bai) is Yum! Brands' fusion of the KFC business model with Chinese cuisine. 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.
A test cafeteria-style restaurant was opened in Shanghai in 2004. After failing, Yum! Brands chose the KFC business model (KFC is the most successful Western chain in China) and found greater success. As of the first quarter of 2011, there are 30 East Dawning restaurants in China. The restaurants are located in Shanghai, Beijing, Guangzhou and Suzhou.
Famous quotes containing the words east and/or dawning:
“The beds i’ th’ East are soft.”
—William Shakespeare (1564–1616)
“‘Stay—stay with us!—rest—thou art
weary and worn!’—
And fain was their war-broken soldier to stay;—
But sorrow return’d with the dawning of morn,
And the voice in my dreaming ear melted away.”
—Thomas Campbell (1774–1844)