Dong Fang Ji Bai

Infobox Company
company_name = Dong Fang Ji Bai (东方既白)
company_
company_type = Subsidiary
foundation = 2004
location = Shanghai, China
industry = Restaurant
products = Chinese cuisine (fast food format)
owner = Yum! Brands, Inc.
homepage = [http://www.dfjb.com.cn/ dfjb.com.cn]

Dong Fang Ji Bai (Chinese: 东方既白, English: East Dawning) is Yum! Brands' fusion of the KFC business model with Chinese cuisine.cite news|url=http://online.wsj.com/article/SB116127912953397916-search.html|title=One U.S. Chain's Unlikely Goal: Pitching Chinese Food in China|last=Adamy|first=J.|publisher=The Wall Street Journal|date=2006-10-20] 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 September 30, 2007, eight restaurants were in operation. [ [http://www.yum.com/investors/restcounts.asp Yum! Brands, Inc. 2006 year end China restaurant counts] ]

Trivia

* The chain's name is a reference to a poem by Su Shi.
* In Singlish, Dong Fang Ji Bai literally means Eastern Vulva.

References

External links

* " [http://online.wsj.com/article/SB116127105663597770.html A New Chinese Flavor] ." Photos from "The Wall Street Journal". (Requires Login)
* [http://library.corporate-ir.net/library/11/117/117941/items/176206/03-%20Yum!%20China.pdf 2006 Yum! China Division year end summary] .