Universal Beijing Resort and Yum China Holdings, Inc. have announced an eight-year strategic partnership to jointly provide ‘fun and innovative’ entertainment and dining experiences across China.
The strategic partnership brings together Universal Beijing Resort, a theme park destination scheduled to open in 2021, and Yum China, the largest restaurant company in China in terms of restaurant numbers and revenue.
Bai Fan, board director and general manager of Beijing Tourism Group (BTG), said: “Beijing Tourism Group has a long-standing successful partnership with Yum China, and we’re very pleased to see our partnership being elevated to a new level today, further enhancing our goal to build a comprehensive service industrial chain in China.”
“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.”
Under the partnership, both parties will work together to launch a series of online and offline marketing activities, leveraging the brands and concepts applicable to Universal Beijing resort, to provide opportunities for Universal theme park’s guests, movie fans and Yum China’s large group of customers to enjoy unique Universal-styled experiences. Yum China’s special promotions will be conducted across its KFC, Pizza Hut and Taco Bell brands spanning Yum China’s more than 8,000 stores throughout China and geared towards Yum China’s 230 million digital members.
In addition, Yum China will open a new KPRO restaurant at Universal CityWalk Beijing, a retail, dining and entertainment complex inside the Universal Beijing Resort. As a restaurant format developed by KFC China, KPRO is designed to offer a fresh, seasonal menu to a new generation of sophisticated diners, and the Universal CityWalk Beijing KPRO restaurant will include a tailor-made resort menu as well as a unique restaurant design featuring the customized theme of Colonel’s Green Kitchen. Universal CityWalk Beijing will feature vibrant retail, dining and entertainment concepts that will perfectly complement the theme park experience. There will be award-winning restaurants, clubs and a movie theater – and plenty of themed retail and shopping.
This latest agreement builds on a strong track record of marketing campaigns between Yum China and Universal Parks & Resorts’ IP partners in the China market.