KFC's second Chinese fast food restaurant opened in Shanghai

By Anita Shen,
FranChina

''Dong Fang Ji Bai''(DFJB), the twin sister of KFC, opened a second restaurant in Chang Li district, Shanghai Pu Dong, where traditional Chinese foods are served with familiar KFC model that brings people a fresh eating experience and enjoyment. DFJB is the fifth brand introduce by Yum! Brands, Inc following KFC, Pizza Hut, Long John Silvers and Taco Bell so as to test peoples' responses to this new product. It has been opened one in Xu Jiahui a month ago, which represents typical Business & consuming area compared with residents' community featured by Chang Li District. The general manager Gu Haozhong expressed:'' this two restaurants locate in two different areas, which are to tell either is better to the development of DFJB and to decide the expansion pace and scale.''

DFJB—Xu Jiahui Mei Luo restaurant has been on business for more than a month, whose performance is much better than we expected, announced by Yum! Brands, Inc. however, '' There is open to some problems,'' Gu also revealed,'' During the non-dinner time, customer flow is apparently less than that of KFC, where more optionals are provided while DFJB has not except some major foods. So the next step for DFJB to take is to add more items on the menu, offering a wide range of food for customers to choose,''

Gu Haozhong acknowledged that the standardization was the bottleneck for the fast development of Chinese fast food in large scale. DFJB has copied KFC's successful business model and applied it to its operation in hope of surmounting the great obstacle ahead. There is no cook in our kitchen but some workers in charge of the food making, which in Gu's eyes, it is like an assembling line of food processing, so that it will ensure the flavor of food in every restaurant is the same and avoid the trouble that all flavors are manipulated in one or two chief cooks.

Besides, DFJB has similar food-making procedures as KFC with only exception of intrinsic difference between Chinese and western food. From material purchasing, food processing to workers training and etc, DFJB has an integrated flow chart to follow. And most of food is automatically made by machine with small amount completed by man rigidly abiding by the rules.

For services, DFJB has inherited the habit in KFC with customers helping themselves and foods ready within 90 seconds from ordering to well done. ''We use to have wonton at DFJB, Bao Shan Da Hua District, but it could not manage to be ready less than required seconds. So we just give up the idea. Instead we turn to noodles, which has been experimented several times and finally are done within the limits.''