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East Dawning (Chinese: 东方既白, Dongfang Jibai) was Yum China's fusion of the KFC business model with Chinese cuisine. Chinese food was served exclusively, but the chain focused on the elements of Chinese cuisine that were more quickly and easily prepared. This excluded some dishes, such as boiled dumplings (jiaozi), but included steamed pastries such as steamed buns, including the popular xiaolongbao. Soft drinks were eschewed in favor of traditional and modern Chinese drinks such as teas (including milk tea), juices, and soy milk. However, unlike most Chinese fast food, East Dawning used consistent recipes and preparation methods between restaurants. The restaurants were designed to resemble Chinese homes; for instance, the dining tables were similar to offering tables found in many homes.

A test cafeteria-style restaurant was opened in Shanghai in 2004. After the failure of the test restaurant, Yum! Brands chose the KFC business model (KFC is the most successful Western chain in China) and found greater success. By the first quarter of 2013, there were 30 East Dawning restaurants in China. The restaurants were located in Shanghai, Beijing, Guangzhou and Suzhou. In 2016, Yum! Brands spun off their Chinese operations into Yum China, which included East Dawning. Yum China shut down the East Dawning brand in 2022.

Name

The Chinese name "Dongfang Jibai" means "the East has been lit up ". It is an idiomatic expression derived ultimately from the last line of the first Red Cliffs, a narrative poem by Song dynasty poet Su Shi. The last part of the poem describes a group of friends who had so thoroughly enjoyed a dinner party on board a boat, that they "scarcely knew that the East was lit up (by the light of dawn)".

See also

• List of Chinese restaurants

References

1. ^ Adamy, J. (20 October 2006). "One U.S. Chain's Unlikely Goal: Pitching Chinese Food in China". The Wall Street Journal. Retrieved 14 May 2014. (subscription required)
2. "A New Chinese Flavor". The Wall Street Journal. 20 October 2006. Retrieved 19 May 2013.
3. Yum! China
4. 东方既白 Archived 2007-06-25 at the Wayback Machine
5. ""Yum! Brands, Inc. (NYSE: YUM) today announced that it has completed the separation of Yum China Holdings, Inc. ("Yum China") from Yum! Brands, creating two powerful, independent, focused growth companies."". Archived from the original on 2022-10-19. Retrieved 2017-04-05.
6. https://www.yicaiglobal.com/news/kfc-owner-closes-chinese-fast-food-brand-east-dawning

External links

• Official Website Archived 2007-06-25 at the Wayback Machine
• 2006 Yum! China Division year end summary

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