Taco Bell, we hardly knew ya. An article in this morning’s Metro Express commuter paper reported that a Yum Enterprises spokesperson has confirmed the closing of Shanghai’s two Taco Bell Grandes, at People’s Square and in Gubei, as well as the chain’s single Shenzhen location. Instead of pushing Americanized Mexican food in a tough market, the owners of KFC and Pizza Hut have chosen to concentrate on expanding their new Chinese “quick service” venture East Dawning (东方既白), which according to Dianping.com already has 10 locations sprinkled throughout greater Shanghai. The People’s Square former Taco Bell Grande will become East Dawning’s flagship location. According to TIME magazine:
The menus at East Dawning restaurants don’t offer overtly American fare but still attract Chinese consumers because of the quality and service associated with an American brand.
“Covert American fare” sounds like a concept with potential. The Wall Street Journal has a short online slideshow introducing Yum’s China operations — can you spot the hidden hamburgers and crouching freedom fries?
Photo by 龙★小鱼儿 on the Zhuge BBS.