Americana seals Taco Bell UAE comeback deal

Americana Restaurants International Plc has inked an exclusive contract with Taco Bell UK and Europe Ltd to bring the Mexican-inspired fast-food chain back to the United Arab Emirates after a 14-year hiatus. The partnership aims to develop Taco Bell in various GCC markets, though the number of planned restaurants, initial locations, and opening timeline remain undisclosed.

This marks Taco Bell's return to the UAE market, following its exit in 2012. The agreement expands Americana's portfolio, which currently includes fried chicken, pizza, burgers, coffee, doughnuts, ice cream, and casual dining. By introducing Taco Bell to the Mexican-inspired quick-service restaurant segment, Americana strengthens its ties with Yum! Brands Inc., a subsidiary of which operates Taco Bell globally.

Americana Restaurants, which operates KFC and Pizza Hut across the Middle East, benefits from sharing Yum! Brands' expertise in franchise systems, supply chains, restaurant formats, and digital platforms. Taco Bell, now present in over 9,000 locations worldwide, has set its sights on expanding in international markets following strong growth in its global and regional operations.

The UAE comeback follows Americana's successful financial performance, with revenue increasing by 12.1 percent to $1.36 billion in the first half of 2026, and net income attributable to shareholders rising by 59.2 percent to $147.2 million. The company currently operates 2,746 restaurants, adding 108 net new outlets in the past year, with a plan to add 120 to 130 more by the end of 2026.

Taco Bell's return to the UAE is part of Americana's broader strategy to diversify its offerings. This includes a 75-year exclusive license to develop Lebanese QSR chain Malak Al Tawouk across 13 GCC, Levant, North African, and Central Asian markets, as well as entering premium retail through the Greek brand carpo.

To successfully compete in the crowded quick-service restaurant market, Taco Bell will need to adapt its menu, pricing, locations, and digital ordering options. Americana's phased approach to GCC expansion allows both companies to test the operating model in the UAE before committing to further markets.