Taco Bell to return to UAE after 14 years as Americana Restaurants plans Gulf expansion
Taco Bell is set to return to the UAE after 14 years under a new agreement with Americana Restaurants, with plans to expand the US fast-food brand into other Gulf markets. Americana Restaurants has signed an exclusive development agreement with Taco Bell UK and Europe, a subsidiary of Yum! Brands, to relaunch the chain in the UAE before a phased expansion across the Gulf. Taco Bell is the coolest…
Americana Restaurants, a subsidiary of Yum! Brands, has signed an exclusive development agreement with Taco Bell UK and Europe to relaunch the fast-food brand in the United Arab Emirates after a 14-year absence. Taco Bell UK and Europe's chairman, Mohamed Alabbar, stated that Taco Bell is the "coolest brand in its category," built for a generation that seeks great flavor, great value, and a touch of attitude.
The deal also marks Americana's entry into the Mexican-inspired quick-service restaurant segment. The UAE is the starting point for a broader regional expansion across the Gulf, according to Americana. The companies have not announced an opening date or location for the first restaurant. Taco Bell's return to the UAE follows its departure in 2012, reportedly due to "strategic misalignments" and fierce competition from established restaurant brands.
The UAE market has changed significantly since then, with growth in its expatriate population and increased consumption of Mexican cuisine. In 2024, Chipotle Mexican Grill also entered the UAE market, operated by Alshaya Group. Americana operates KFC, Pizza Hut, Hardee's, Krispy Kreme, Peet's Coffee, Wimpy, TGI Friday's, Costa Coffee, Baskin-Robbins, and Chicken Tikka across 12 countries in the Middle East, North Africa, and Kazakhstan.
Written by urgent.news from The National UAE's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
