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Taco Bell set for Thailand debut early next year

Dec 24. 2018
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By THE NATION

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THE ICONIC Southern California brand, Taco Bell, will partner with Siam Taco Co Ltd to bring its Mexican-inspired cuisine to Thailand for the first time with a new Bangkok restaurant.

Taco Bell will open its first Thailand location on the first floor of Mercuryville mall in central Bangkok, in a partnership with Siam Taco Co Ltd, part of the TTA (Thoresen Thai Agencies Public Co Ltd) group. It will open in early 2019, according to a media release yesterday.

The Southern California brand dates back to 1962, and Taco Bell’s founder Glen Bell achieved quick success thanks to his made-to-order tacos, burritos and other specialities. 

The menu featured bold flavours, quality ingredients – and a breakthrough value price-point.

In the intervening 56 years ago, the brand has grown from small communities in Southern California, to nearly 30 countries across the globe. 

Fans who visit Taco Bells around the world will find a modern-day restaurant design that is also consistent with local community specific designs.

The upcoming Mercuryville Taco Bell will feature an urban-concept design that embodies the business and shopping community of the Chidlom area in Bangkok. Ideal for office workers and shoppers, the 60-seat restaurant will feature an open kitchen and modern design benches, making it an ideal spot to catch up with friends or take a break from shopping.

“We are excited to bring Taco Bell’s iconic, Mexican-inspired cuisine to one of the most vibrant cities in the world,” said Liz Williams, president, Taco Bell International. “We have many fans in Thailand and are thrilled to partner with an incredible franchise partner like Thoresen Thai Agencies to bring Taco Bell to Southeast Asia.”

Thai fans can look forward to a selection of Taco Bell’s famous Mexican-inspired food, including the Crunchwrap Supreme, Grilled Stuft Burrito and the trademark Crunchy Taco, as well as speciality items developed specifically for the Thai market. 

In-market research 

After weeks of in-market research, the Kickin’ Chicken Taco was created by Taco Bell chefs, which features crispy chicken, a unique spicy Kickin’ Sauce, fresh lettuce, pico de gallo salsa, a two-cheese blend, all wrapped in a soft flour tortilla.

In addition to the world-famous menu items, guests can add snacks such as cheesy chips, or specialities such as loaded fries to their orders. They can complete their meals with a Taco Bell Freeze, similar to a slushie, with the flavour choice of Mango Madness, Tropical Punch or Berry Blue. Or, enjoy an ice cold beer (San Miguel Light or Singha) that pairs perfectly with Taco Bell flavours.

“We are thrilled to be able to bring Taco Bell to Thailand. We love the brand and the company’s culture and, using our existing expertise in the food retail segment, we believe that Taco Bell will be a huge success in Thailand,” said Chalermchai Mahagitsiri, TTA president and chief executive.

Eager diners can follow progress on the early 2019 opening at Facebook.com/TacoBellTH or follow @TacoBellTH on Instagram, Twitter and Line.

 

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