Native name | 东方既白 |
|---|---|
| Company type | Subsidiary |
| Industry | Restaurant |
| Founded | 2004; 22 years ago (2004) |
| Defunct | 2022; 4 years ago (2022) |
| Headquarters | Shanghai, China |
| Products | Chinese cuisine (fast food format) |
| Parent | Yum China |
| Website | www |
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East Dawning (Chinese:东方既白,Dongfang Jibai) wasYum China's fusion of theKFC business model withChinese cuisine.[1] 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 boileddumplings (jiaozi), but included steamed pastries such assteamed buns, including the popularxiaolongbao.Soft drinks were eschewed in favor of traditional and modern Chinese drinks such as teas (including milk tea), juices, and soy milk.[2] However, unlike most Chinese fast food, East Dawning used consistent recipes and preparation methods between restaurants.[1] The restaurants were designed to resemble Chinese homes; for instance, the dining tables were similar to offering tables found in many homes.[1]
A testcafeteria-style restaurant was opened inShanghai in 2004. After the failure of the test restaurant,[1]Yum! Brands chose the KFC business model (KFC is the most successful Western chain in China) and found greater success.[1] By the first quarter of 2013, there were 30 East Dawning restaurants in China.[3] The restaurants were located in Shanghai,Beijing,Guangzhou andSuzhou.[4] In 2016, Yum! Brands spun off their Chinese operations into Yum China, which included East Dawning.[5] Yum China shut down the East Dawning brand in 2022.[6]
The Chinese name "Dongfang Jibai" means "the East has been lit up [by the light of dawn]". It is an idiomatic expression derived ultimately from the last line ofthe firstRed Cliffs, a narrative poem bySong dynasty poetSu 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)".
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