After much anticipation and demand, Taco Bell opened its doors for the first time in Thailand on January 24, to one of the longest queues the brand has ever seen. Hundreds of fans gathered beginning at 10 p.m. the night before the restaurant’s opening, 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. Liz Williams, Taco Bell President, International, and franchisee Chalermchai Mahagitsiri of Siam Taco Co. Ltd., part of the TTA (Thoresen Thai Agencies Public Co. Ltd. group, were on hand to kick off the grand opening festivities.
“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,” says Liz Williams, Taco Bell President, International. ”The Taco Bell brand is loved around the world. We are confident our globally consistent, yet locally relevant approach to global expansion will prove successful for the Thai market.”
Taco Bell’s first Thailand restaurant is located in Bangkok on the first floor of Mercury Ville mall. Its menu includes items developed to reflect the tastes of the Thai market, such as the Kickin’ Chicken Taco, which features crispy chicken, a unique spicy Kickin’ Sauce, fresh lettuce, pico de gallo salsa and a two-cheese blend, all wrapped in a soft flour tortilla. Additional options include craveable sides like cheesy chips and loaded fries, beverages including freezes unique to Thailand in Mango Madness, Tropical Punch and Berry Blue flavors, and ice-cold San Miguel Light, Singha & Chang beers that pair perfectly with the Taco Bell menu.
The Mercury Ville Taco Bell features an urban-concept design that embodies the business and shopping community of central Bangkok. Ideal for office workers and shoppers, the 60-seat restaurant features an open kitchen and modern design benches, making it a prime spot to catch up with friends or take a break from shopping. The restaurant also creates a community entertainment atmosphere with real-time crowd sourced music and video playlist selections.
Taco Bell worked in partnership with its franchise Siam Taco Co., Ltd., a joint venture between Thoresen Thai Agencies Public Co., Ltd. and experienced food and beverage operators, the Mahagitsiri family, to open the Bangkok location, and plans to open 40 Thailand restaurants by 2022.
There are currently more than 450 Taco Bell restaurants across 28 countries outside of the United States, and the company and its franchisees operate more than 7,000 restaurants globally.
