The Universal Beijing Resort has announced its collaboration with Yum China Holdings – a company with more than 8,900 restaurants in over 1,300 cities, including big names like KFC and Pizza Hut. The Resort is a highly anticipated theme park destination to open in 2021 that will feature dining and entertainment complexes.
The collaboration announced an eight-year strategic partnership to create fun and innovative dining and entertainment experience across China. The partnership is intended to demonstrate the changing lifestyles of people in China with a goal to invest in local markets for growth in the long term.
The Beijing Tourism Group, the primary investors of the Universal Beijing Resort, have made continuous efforts to make it a new platform for Beijing’s cultural tourism. According to Bai Fan, Deputy Party Secretary, Board Director, and General Manager of Beijing Tourism Group (BTG), the Universal Beijing Resort will contribute significant economic and social benefits in Tongzhou and the Jing-Jin-Ji region.
The promotions of the project will be conducted through the KFC, Pizza Hut, and Taco Bell franchises spanning over 8,000 stores throughout China.
According to Joey Wat, Chief Executive Officer of Yum China, their partnership with Universal Beijing Resort is intended to provide transformative entertainment and dining experience to Chinese consumers, as a part of their aspiration to become an innovative pioneer in the restaurant industry.
He also added, “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 recognised entertainment expertise and assets to reshape the future of consumer experience.”
The partnership involves both parties working together to introduce a series of online and offline marketing activities to offer the guest at Universal theme park’s guests, movie fans, and Yum China’s large group of customers to enjoy an exclusive Universal-styled experience.
According to Johnson Huang, General Manager of KFC China, The agreement includes both parties to work through the areas of online activations, IP cooperations, themed stores, and in-store activities. This joint membership will offer the consumers the convenience of enabling Yum China’s members to purchase resort tickets through their digital platforms.
In addition to this, Yum China also aims to open a new KPRO restaurant at Universal CityWalk Beijing, retail, entertainment, and dining complex inside the Universal Beijing Resort.
It will follow the format developed by KFC China to offer a fresh, seasonal tailor-made resort menu with the unique restaurant design featuring the theme of Colonel’s Green Kitchen.
Furthermore, the Universal CityWalk Beijing will also feature vivacious retail, entertainment, and dining experience with top-notch restaurants, movie theatre, clubs, and themed retail that will complement the theme park experience.
In words of Page Thompson, President, and Chief Operating Officer – International, Universal Parks & Resorts:
“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. We are honoured to have Yum China as a key partner of Universal Beijing Resort to jointly creating extraordinary and innovative experiences for our guests.”
