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Yum China opens Taco Bell in Liangmaqiao District, Beijing

Beijing store first for brand in China’s capital city

Yum China, the exclusive licensee of Yum Brands in China, opened a new Taco Bell in the Liangmaqiao District of Beijing. The Beijing restaurant marks the first opening for the brand in China’s capital city. The menu features nachos, tacos, quesadillas and burritos, some of which are customized to local tastes.

In addition, Taco Bell Liangmaqiao, located in the heart of the Central Business District, offers guests a selection of rice bowls, seasoned bone chicken and taco pizza.

The restaurant features colorful wall art, in a nod to Beijing’s landmarks and culture, while emphasizing Taco Bell’s slogan philosophy of “Live Mas.” Customers will be able to see their meals prepared through the open kitchen. Plus, the service system captures the popularity of digital ordering, with a mobile self-ordering option, and mobile pre-ordering & pickup.

Taco Bell Beijing offers a mix of traditional fare, including nachos and burritos, and localized dishes, like the rice bowl and taco pizza. Photo by Yum China.

For those dining in at Taco Bell Beijing, restaurant team members bring out the food to designated tables.

“We believe that there is a growing appetite for Taco Bell, and we will continue to review and refine Taco Bell’s service model and offerings for the Chinese market,” said Joey Wat, chief executive of Yum China. “We also look forward to bringing this fun and dynamic brand to other parts of the country in the future.”

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Yum China introduced Taco Bell to Mainland China via Shanghai in 2016, and has since opened in Shenzhen, Ningbo, and now Beijing.

Photo credit: Yum China (featured preview image, inline)

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