UAE | Americana Restaurants has announced an exclusive development agreement with Taco Bell UK and Europe Ltd, a subsidiary of Yum! Brands to bring Taco Bell to the UAE, followed by a phased expansion in the GCC.
The agreement has opened an exciting new chapter in Americana Restaurants' decades-long relationship with Yum! Brands, building on the successful operation of KFC and Pizza Hut across the region.
Taco Bell’s addition will mark Americana Restaurants' entry into the fast-growing Mexican-inspired QSR category and reflect its commitment to evolving with its customers and bringing fresh, relevant dining experiences to the region.
With more than 9,000 restaurants worldwide, Taco Bell has become a global cultural icon with a passionate following, especially among younger customers.
The UAE will be the first market under the partnership to experience Taco Bell. From there, Americana Restaurants and Taco Bell intend to take the experience to additional GCC markets through a phased rollout, building a strong and sustainable regional presence.
According to Mohamed Alabbar, Chairman of the Board of Americana Restaurants, Taco Bell is the coolest brand in its category, built for a generation that wants great flavour, great value, and a little attitude.
“Young people in our region are curious and adventurous, so brands should keep surprising them. Dubai adopts what’s bold and tells the world about it. We will start here, get it right, and scale Taco Bell across the UAE and the GCC."
Ankush Tuli, Managing Director of Taco Bell International, added that the UAE was an exciting growth opportunity for Taco Bell, and he could not have asked for a stronger partner than Americana Restaurants.
“Their operational excellence and proven track record of driving growth give us great confidence as we grow Taco Bell in this vibrant market and build the brand for long-term success across the region."
As customers’ tastes continue to evolve, Americana Restaurants will remain focused on expanding its offering with brands that bring something new and distinctive to the region, while delivering sustainable long-term value for shareholders and memorable experiences for the communities it serves.
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