KFC adds tech ingredients to Original Recipe in Shanghai
THE restaurant is much like so many others across China, designed to look like a classical Chinese garden.
But what is surprising is that it is actually owned by one of the biggest names in global fast food: Yum Brands' KFC.
And it has been completely designed digitally, in collaboration with Baidu, the Chinese web services giant.
Located inside Shanghai's National Exhibition and Convention Center, the Original+ concept outlet offers a digital experience, from ordering to paying, as well as other types of entertainment.
Joey Wat, chief executive of KFC China, said Original+ combines both the company's "Original Recipe" chicken and innovative technologies.
Other innovations include Music Charging Tables, where customers can place mobile phones capable of wireless charging inside a charging area while they relax by enjoying songs customised by BaiduMP3 for the store.
KFC sees the development of the concept store as a move to reposition itself to keep up with the latest in social and consumer trends.
"The KFC concept store is a very interesting experiment," said Jason Yu, general manager of consumer research firm Kantar Worldpanel China.
Another fast-food chain, McDonald's, is also betting big on digital growth.
It has unveiled its Experience Of The Future restaurant which offers digital, personalised and customised experiences.
This year, the global giant will also upgrade its 150 Create Your Taste restaurants in first-tier Chinese cities, offering digital services and do-it-yourself burgers.
THE CHINA DAILY/ASIA NEWS NETWORK