Universal Beijing Resort and Yum China have teamed up to offer innovative entertainment and dining experiences in China, and a new restaurant at Universal CityWalk Beijing.
The eight-year partnership includes a series of cross-promotional marketing activities in China and a new KPRO restaurant at Universal CityWalk Beijing.
“As part of our aspiration to become an innovative pioneer in the restaurant industry, our partnership with Universal Beijing Resort is expected to bring transformative entertainment and dining experiences to Chinese consumers,” said Joey Wat, CEO of Yum China.
“We are excited about the potential of combining the power of our iconic brands, unrivalled food innovation capabilities and industry-leading digital ecosystem with Universal’s globally recognized entertainment expertise and assets to reshape the future of consumer experience.”
Yum China is the largest restaurant company in China
Yum China, the largest restaurant company in China, will work with Universal Beijing Resort to launch online and offline marketing activities, using the KFC, Pizza Hut and Taco Bell brands.
According to Johnson Huang, general manager of KFC China, both companies will work together on “IP cooperation, online activations, themed stores and in-store activities”.
“Joint membership activities held by both parties will offer consumers added convenience and plenty of fun and exciting experiences, such as exploring the opportunity of enabling Yum China’s digital members to purchase resort tickets through our digital platforms,” added Huang.
Yum China will also open a new KPRO restaurant at Universal CityWalk Beijing, a retail, dining and entertainment complex within Universal Beijing Resort.
KPRO restaurant heading to Universal CityWalk Beijing
KPRO is a restaurant format developed by KFC China, offering a fresh and seasonal menu for the new generation of customers.
Universal CityWalk Beijing’s KPRO restaurant will feature a special resort menu and a unique restaurant design with the theme of ‘Colonel’s Green Kitchen’.
“This partnership is a perfect example of our shared goal to meet the changing needs of Chinese consumers and market commitment to bring joy to countless families in China,” said Page Thompson, president and CEO of international, Universal Parks & Resorts.
Universal Beijing Resort previously partnered with Alibaba to digitise operations at the theme park, from facial-recognition entry to app-based food ordering.
Universal Beijing Resort is opening in 2021. Universal Studios Beijing will boast seven themed lands, including those based on Kung Fu Panda, Jurassic World, and Harry Potter.