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June 1, 2020updated 22 Jul 2022 8:41am

Yum China to launch Beyond Burger at selected restaurants

Yum China has partnered with Beyond Meat to introduce Beyond Burger as a limited-time offering at selected KFC, Pizza Hut and Taco Bell locations in mainland China, starting from 3 June.

Yum China has partnered with Beyond Meat to introduce Beyond Burger as a limited-time offering at selected KFC, Pizza Hut and Taco Bell locations in mainland China, starting from 3 June.

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While wanting to protect the country from being overwhelmed by Omicron, China’s adherence to a Zero-COVID policy is resulting in a significant economic downturn. COVID outbreaks in Shanghai, Beijing and many other Chinese cities will impact 2022’s economic growth as consumers and businesses experience rolling lockdowns, leading to a slowdown in domestic and international supply chains. China’s Zero-COVID policy is having a demonstrable impact on consumer-facing industries. Access GlobalData’s new whitepaper, China in 2022: the impact of China’s Zero-COVID lockdowns on economic activity, consumer goods and the foodservice industry, to examine the current situation in Shanghai and other cities in China, to better understand the worst-affected industry sectors, foodservice in particular, and to explore potential growth opportunities as China recovers. The white paper covers:
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The partnership marks the launch of Beyond Meat’s Beyond Burger in mainland China.

Beyond Burger will be offered by KFC as a three-day limited-time offer at five locations in Beijing, Chengdu, Hangzhou and Shanghai.

Pizza Hut is also rolling out the burger offerings through testing a combo set that includes both a Beyond Burger and an Australian sirloin steak burger at six stores in Shanghai from 8 to 11 June.

Pizza Hut’s members can participate in the test using pre-sale coupons.

Meanwhile, Taco Bell will offer a taco made with the plant-based Beyond Burger patty at three stores in Shanghai on 3-10 June.

Yum China CEO Joey Wat said: “We see great potential for the plant-based meat market in China.

“This latest introduction across KFC, Pizza Hut and Taco Bell brands is expected to capture valuable consumer feedback across different regions in China. It will enable us to optimise flavours and processes and help assess the potential for larger-scale rollouts in the future.”

Beyond Meat Founder and CEO Ethan Brown said: “We are proud to further our partnership with the Yum family of brands by launching Beyond Meat offerings at select KFC, Pizza Hut and Taco Bell locations in mainland China.

“I am excited about what this launch means in terms of together being of service to the Chinese consumer as they seek out the nutritional and environmental benefits of our delicious plant-based meats.”

Previously, KFC and Taco Bell had conducted tests of plant-based meat products in China.

Free Whitepaper
img

What is the impact of China’s Zero-COVID lockdowns on economic activity, consumer goods and the foodservice industry?

While wanting to protect the country from being overwhelmed by Omicron, China’s adherence to a Zero-COVID policy is resulting in a significant economic downturn. COVID outbreaks in Shanghai, Beijing and many other Chinese cities will impact 2022’s economic growth as consumers and businesses experience rolling lockdowns, leading to a slowdown in domestic and international supply chains. China’s Zero-COVID policy is having a demonstrable impact on consumer-facing industries. Access GlobalData’s new whitepaper, China in 2022: the impact of China’s Zero-COVID lockdowns on economic activity, consumer goods and the foodservice industry, to examine the current situation in Shanghai and other cities in China, to better understand the worst-affected industry sectors, foodservice in particular, and to explore potential growth opportunities as China recovers. The white paper covers:
  • Which multinational companies have been affected?
  • What is the effect of lockdowns on foodservice?
  • What is the effect of lockdowns on Chinese ports?
  • Spotlight on Shanghai: what is the situation there?
  • How have Chinese consumers reacted?
  • How might the Chinese government react?
  • What are the potential growth opportunities?
by GlobalData
Enter your details here to receive your free Whitepaper.

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