Yum China, the local owner of KFC, Pizza Hut and Taco Bell, plans to distribute their menus for several days this month as part of a test that could later lead to a larger presentation.
The test started for the first time of the Beyond Meat burger on the China-based mainland – an important step for the California-based company. Previously, it only offered other alternative meat products in the country.
KFC is Beyond Burger on Wednesday in some parts of Beijing, Shanghai, Hangzhou and Chengdu.
Pizza Hut will also be the first product that the chain will flock to burgers in China. Involved in Pizza Hut’s loyalty program in Shanghai, diners will try both a plant-based offer from Beyond and a new combo meal that includes another hamburger with real steaks.
Taco Bell will be slimmer in Beyond’s hamburger patty with a new taco that folds alongside its classic ingredients like chipotle and black beans.
Unlike other tests, Pizza Hut’s schedule will begin next week.
In general, the tests are very limited and run in a few handful stores from each franchise for several days. This is so small considering that Yum China has around 9,300 restaurants, including other brands, apart from about three restaurants in 1,400 cities.
If all goes well, the company will discover “larger-scale presentations in the future”, CEO Joey Wat said in a statement.
Yum China has been trying to monetize the fake meat trend over the past few months with a series of trials. year.
“We see great potential for the plant-based meat market in China,” said Wat. “This latest promotion between KFC, Pizza Hut and Taco Bell brands is expected to capture valuable consumer feedback in different parts of China.”
This week, Beyond Meat CEO Ethan Brown called the company’s new partnership “an important milestone” in its global goals.
