Taco Bell returns to unexpected market after 14 years

Taco Bell, a subsidiary of Yum! Brands, is returning to the United Arab Emirates (UAE) after a 14-year absence. The fast-food chain is seeking to reestablish its presence in the region as part of its global expansion strategy. Taco Bell signed an exclusive development agreement with Americana Restaurants, the largest out-of-home dining and quick-service restaurant operator in the Middle East.

Americana Restaurants will lead the phased expansion into additional Gulf Cooperation Council (GCC) countries. The first Taco Bell location in the UAE is expected to open soon, marking the brand's return to the market. Taco Bell CEO Sean Tresvant expressed excitement about rejoining the UAE market, emphasizing the brand's creativity, innovation, and distinctive experience.

The UAE agreement strengthens Taco Bell's international growth efforts, which include partnerships with companies like Applegreen and plans to open restaurants in nine new countries. Taco Bell's international expansion, part of its Relentlessly Next-Generation Growth (R.I.N.G.) strategy, aims to increase its global footprint to 3,000 restaurants outside the U.S. by 2030.

The company has already opened 54 new gross restaurants in 15 countries during the second quarter of fiscal 2026, contributing to 43% of Yum! Brands' divisional operating profit.