Taco Bell returns to UAE after 12-year gap

Taco Bell has signed an exclusive deal with Americana Restaurants to return to the UAE market, with plans for further expansion in the Gulf region.

Taco Bell is returning to the United Arab Emirates after a 12-year absence. The brand's parent company, Yum Brands, has signed an exclusive development agreement with operator Americana Restaurants to bring the chain back.

Taco Bell UK and Europe Ltd., a Yum subsidiary, announced the deal. The initial focus will be on the UAE, with subsequent expansion planned for other Gulf Cooperation Council (GCC) nations. These include Bahrain, Kuwait, Oman, Qatar, and Saudi Arabia.

Americana Restaurants already operates several other Yum Brands in the region, including KFC and Pizza Hut. Its broader portfolio features Hardee's, Krispy Kreme, Peet's Coffee, TGI Friday's, Costa Coffee, and Baskin Robbins. The company runs restaurants in 12 countries across the Middle East, North Africa, and Kazakhstan.

Strategic Partnership and Market Entry

Ankush Tuli, managing director of Taco Bell International, expressed confidence in the partnership. In a statement, he cited Americana Restaurants' "operational excellence and proven track record of driving growth." He said this gives the brand confidence for long-term success across the region.

For Americana, the deal marks an entry into the Mexican-inspired quick-service restaurant category. The company described the UAE as a "natural starting point" due to its diverse population and vibrant food culture. The strategy is to establish a strong base there before scaling up.

Targeting a Young, Adventurous Demographic

Mohamed Alabbar, chair of Americana Restaurants, highlighted the brand's appeal to younger consumers. "Taco Bell is the coolest brand in its category, built for a generation that wants great flavor, great value, and a little attitude," he stated. Alabbar noted that young people in the region are curious and adventurous, and brands should keep surprising them.

He pointed to Dubai's reputation for adopting bold concepts. "We will start here, get it right, and scale Taco Bell across the UAE and the GCC," Alabbar said.

Taco Bell CEO Sean Tresvant commented on the brand's international momentum. He said Taco Bell has built a bold and culturally relevant brand loved by consumers for over 64 years. "We're just getting started," Tresvant added.

The return follows Chipotle's entry into the UAE market about two years prior. That fast-casual chain has since expanded in the region, launching in Saudi Arabia earlier this month.

Source: Nation's Restaurant News