Americana Restaurants International, a restaurant operator in the Middle East, North Africa (MENA) region and Kazakhstan, is set to launch the Taco Bell brand in the UAE.
The company has entered into an exclusive development agreement with Yum! Brands subsidiary Taco Bell UK and Europe to launch the Mexican-inspired fast food chain in the country.
The UAE will serve as the initial market under the agreement, with the companies planning a phased rollout across additional Gulf Cooperation Council (GCC) markets.
However, the company did not disclose specific restaurant locations or an opening date in the UAE.
The move marks Americana Restaurants’ entry into the Mexican-inspired quick-service restaurant (QSR) segment.
The deal also expands the company’s multi-decade relationship with Yum! Brands, with which it already operates KFC and Pizza Hut outlets across the region.
Americana Restaurants Board chairman Mohamed Alabbar said: “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.”
Currently, Taco Bell operates more than 9,000 restaurants globally, including over 1,200 locations across 40 markets outside the US.
Taco Bell CEO Sean Tresvant said: “For more than 64 years, Taco Bell has built a brand that consumers love – bold, distinctive, culturally relevant – and we’re just getting started.
“We’re excited to continue our strong international momentum in the UAE, to connect with a new generation of fans, and bring the creativity, innovation and unmistakable Taco Bell experience that only our brand can deliver.”
In May this year, ADNOC Distribution partnered with Americana Restaurants to open up to 200 quick-service restaurants across its service station network in the UAE, Saudi Arabia and Egypt.
“Americana Restaurants signs deal to launch Taco Bell in UAE” was originally created and published by Verdict Food Service, a GlobalData owned brand.