Yum China opens Innovation Center in Shanghai to enhance customer experience. Credit: PRNewsfoto/Yum China Holdings, Inc.

Yum China has opened an Innovation Center in downtown Shanghai in an effort to enhance customer experiences.

Covering 27,000ft², the new centre is intended to help generate new ideas and concepts, as well as help fast-track localised and innovative products to market.

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It features a test kitchen, a sensory test area, and a suite of labs for quality assurance, equipment and restaurant technology testing, packaging innovation, new store model prototypes, and content production.

Yum China CEO Joey Wat said: “In a fast-paced and dynamic industry, innovation is key and central to everything we do. We have been in China for over 30 years and have continued to evolve and grow with new generations of customers thanks to our relentless focus on innovation and staying close to changing customer preferences.

“We look forward to continuing to explore innovative ways to drive growth, deliver value, and enhance every aspect of the customer experience.”

“The establishment of the Innovation Center is testament to our commitment and vision to become the world’s most innovative pioneer in the restaurant industry.

“Through creating an integrated hub, we look forward to continuing to explore innovative ways to drive growth, deliver value, and enhance every aspect of the customer experience.”

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The facility will be used to engage, connect, and collaborate to create products and solutions for the company.

In addition, the company expects the new centre to allow its brands, partners and industry experts to work closely to improve customer journeys.

In November last year, Yum China introduced various in-store technology initiatives at KFC stores in the country in order to enhance customer experience, drive growth and optimise operational efficiency.