Taco Bell hits Thailand shores with new menu of local twist

Taco Bell has opened its doors for the first time in Thailand. The restaurant’s opening saw hundreds of fans gathering the night before, hoping to be among the first 100 customers to receive limited edition Taco Bell merchandise and the chance to win free tacos for a year.

Taco Bell worked in partnership with its franchise Siam Taco, a joint venture between Thoresen Thai Agencies Public (TTA) and food and beverage operator, the Mahagitsiri family, to open the Bangkok location. Taco Bell plans to open 40 Thailand restaurants by the year 2022.

Taco Bell’s first Thailand restaurant is located in Bangkok on the first floor of Mercury Ville mall. The Mercury Ville Taco Bell features an urban-concept design that embodies the business and shopping community of central Bangkok. The 60-seat restaurant features an open kitchen and modern design benches, and also creates a community entertainment atmosphere with real-time crowd-sourced music and video playlist selections.

“Bangkok is the perfect city to re-launch the Taco Bell brand in Southeast Asia. We are very optimistic about our growth opportunity in the Asia-Pacific region, and are fortunate to be working with local Franchise partners like the TTA group who know the Thai market so well,” said Liz Williams, Taco Bell president, international.