STRATEGIC PARTNERS
January 31, 2019
Taco Bell has extended its Asian market reach this month with its initial location in Thailand. The store is located in Bangkok at Mercuryville (Chidlom Station) and features an urban-concept design, a news release said.
The menu features a selection of Taco Bell's classic menu items like the Crunchwrap Supreme, Grilled Stuft Burrito and Crunchy Taco, as well as menu items developed to reflect the tastes of the Thai market, such as the Kickin' Chicken Taco, with crispy chicken, spicy Kickin' Sauce, lettuce, pico de gallo salsa and a two-cheese blend in a soft flour tortilla.
The brand said the opening day line on Jan. 24 was one of the longest in its history, with customers queuing up beginning at 10 p.m. 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 International President Liz Williams and franchisee, Chalermchai Mahagitsiri of Siam Taco Co. Ltd., part of the Thoresen Thai Agencies Public Co. Ltd. group, were on hand to open the location.
"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," Williams said in the release.
The 60-seat restaurant features an open kitchen and modern design benches, and features real-time crowdsourced music and video playlist selections. Siam Taco Co., Ltd. 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.
