Americana Restaurants signs deal to launch Taco Bell in UAE

Americana Restaurants International, a prominent restaurant operator in the Middle East, North Africa and Kazakhstan, has entered into an agreement to launch the Taco Bell brand in the United Arab Emirates (UAE). The exclusive development agreement was made with Yum! Brands subsidiary Taco Bell UK and Europe. The UAE will be the first market under this agreement, with plans for a phased rollout across other Gulf Cooperation Council (GCC) markets. Specific restaurant locations and opening dates have not been disclosed.

This move marks Americana Restaurants' entry into the Mexican-inspired quick-service restaurant (QSR) segment and expands the company's long-standing relationship with Yum! Brands. The company already operates KFC and Pizza Hut outlets across the region. Americana Restaurants' Board chairman, Mohamed Alabbar, stated that Taco Bell is the "coolest brand in its category" and that young people in the region are "curious and adventurous."

He added that brands should keep surprising them, and that Dubais boldness will be the starting point for scaling Taco Bell across the UAE and the GCC.

Taco Bell, which currently operates over 9,000 restaurants globally, including more than 1,200 locations in 40 markets outside the US, was founded on the principles of boldness, distinctiveness, and cultural relevance. Taco Bell CEO Sean Tresvant expressed excitement about continuing the brand's strong international momentum in the UAE, connecting with a new generation of fans, and delivering the creativity, innovation, and unmistakable Taco Bell experience.

In May of this year, ADNOC Distribution partnered with Americana Restaurants to open up to 200 quick-service restaurants across the UAE, Saudi Arabia, and Egypt's service station network.