Taco Bell is set to return to the UAE after a 14-year absence. This marks a new attempt by the US Mexican-inspired quick-service restaurant brand to establish itself in the Gulf market.
Americana Restaurants signed an exclusive development agreement with Taco Bell UK and Europe Ltd, a subsidiary of Yum! Brands. Under the agreement, Americana will relaunch Taco Bell in the UAE before taking the brand into other GCC markets. The companies have not yet announced the opening date or the location of the first UAE outlet.
Dubai will serve as the starting point for Taco Bell's UAE comeback. Americana plans to establish the brand in the city, refine its operating model and then expand across the UAE and the wider Gulf.
Americana Chairman Mohamed Alabbar said, “The UAE offers a strong platform because of its diverse population, vibrant food culture and demand for new dining concepts. The company would start in Dubai, get the model right and then scale Taco Bell across the region.” The new partnership allows Taco Bell to approach a more developed and competitive market.
Taco Bell entered the UAE market in 2008, but withdrew in 2012. Before exiting the market, Taco Bell had a few restaurants in Dubai.
The UAE launch is only the first phase of the strategy. Americana and Taco Bell plan to expand into additional GCC countries, although they have not disclosed specific markets or a rollout timeline.
Globally, Taco Bell operates more than 9,000 restaurants, including over 1,200 outlets across around 40 markets outside the US. The company sees the UAE launch as an opportunity to connect with a new generation of consumers and build on its international growth.
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