Dong Fang Ji Bai from KFC
By Jian Shuo Wang on 2006-08-16 20:08 · West Meets EastKFC is more successful in China than McDonald’s. In my oppinion, it is because KFC is doing a much better job in localization.
KFC’s Local Brand: Dong Fang Ji Bai 东方既白
KFC’s parent company - Yum Group’s Asia headquarter is located in the Metro City. So many KFC’s experiment happens in the Metro Tower area.
Two years ago (April 27, 2005), they have ever tried “K-Cafe”, the KFC Cafe, and it didn’t work out, and they closed it the first and the only K-Cafe in Asia.
More than one year ago, they opened another store with a Chinese brand: Dong Fang Ji Bai, meaning “The East becomes Bright” or “East Dawning” in Chinese. It is a KFC style Chinese restaurant. The food they serve is completely Chinese style.
What is in the orange cup? It is not Coke, not Pepsi, it is Doujiang (Bean milk 豆浆)
The Chinese dishes in western food style.
Location
1111 Zhaojiabang Road
It is at the opposite of the Metro Tower.
TianYao Qiao Road
||
|| [Metro Tower]
|| #########[Metro City]
|| [DFJB]
|| [Hotel]
============Zhao Jia Bang Road
Going out of #10 Exit of Metro #1 Xujiahui Station, and you can find it.
The Food
All the foods are Chinese food, and the process is the KFC process - you get your dishes when you order. The price is reasonable - very similar with KFC. It may works. They have the second store in Changli area in Pudong.
17 Comments
It's interesting I think. Is there any DFJB in Beijing or other Chinese cities?
I know this is not about KFC but as you walk out of the Portman Ritz Carlton all the way to the left on the sidewalk is a great little restaurant with outside eating. Great menu lot of young people both expat students and locals
Shrek7, the bean milk tastes OK, just OK.
Stephen, there are many in the market - many success chain was opened by the first generation of KFC and McDonald Store Managers 10 to 20 years ago, when they just entered. The management and the know-how of fast food business just needs to move up with a mixture first.
Posted by: Shrek7 on August 16, 2006 10:06 PM"
Doujiang milk also is called bean soy or soy milk, like the products of the yeos and vita company, it can be prepared to sweetened or unsweetened. It's taste doesn't like cow's milk, but it has the healthy vegetable protein! Also has same percentage of protein.
I do believe Chinese food has great choice of not expensive dishes fastly prepared in more traditional shops.
yum group is not other the franchising of KFC China, still they make money on people lifes...
can any foreigner tell the difference from the first apperance?
anyway, Chinese in China/HK who run the business always seem to be more creative than SG..(Singapore). Hope to see SG's KFC team will cater chinese dishes in western style....perhaps yes or perhaps it will never happened.
Thanks for the info.