Americana Restaurants has announced the return of Taco Bell to the United Arab Emirates (UAE) after fourteen years. This return is part of a partnership between Americana and Taco Bell UK and Europe Ltd.
The brand is planned for phased introduction in the Gulf Cooperation Council (GCC) countries, starting with the UAE and gradually expanding to other Gulf nations. Previously, Taco Bell had sales points in the UAE, including numerous locations in Dubai, but left the market in 2012.
Nevertheless, there has been increased interest in Mexican-inspired flavors in the UAE since then, which was confirmed by the appearance of Chipotle in 2014. This return is supported by Americana Restaurants, which successfully manages numerous KFC and Pizza Hut outlets in the UAE and other GCC countries.
The decision to begin expansion in the GCC region specifically with the UAE is likely related to the target audience and what the Taco Bell brand represents. Mohammed Alabbar, Chairman of the Board of Directors of Americana Restaurants, stated that 'Taco Bell is the coolest brand in its category, created for a generation that values great taste, high value, and a little bit of boldness.'
He added that young people in the region are curious and adventurous, so brands should constantly surprise them. Alabbar noted: 'Dubai embraces bold ideas and tells the world about them. We will start here, do everything right, and scale Taco Bell across the UAE and GCC.'
According to the company, more than 9000 Taco Bell restaurants operate worldwide, with over 1200 located outside the US. Sean Tresvant, CEO of Taco Bell, emphasized: 'For over 64 years, Taco Bell has built a brand that consumers love—bold, unique, culturally significant.'
He expressed enthusiasm for continuing the strong international momentum in the UAE to connect with a new generation of fans and provide a creative, innovative, and unparalleled Taco Bell experience.
Specific locations and opening dates have not yet been announced by either company, although Alabbar's statements suggest that the first location will open in Dubai.