Finally, Taco Bell Lands in Indonesia , Malaysia

US fast food chain Taco Bell finally opened in Indonesia and will open soon in Cyberjaya in Malaysia. Opened in December 2020, Taco Bell, located in the Senopati area in the southern district of the Indonesian capital, it is is be the brand’s first flagship in the Asia-Pacific region.  

Indonesia’s “strong food culture, adventurous spirit and appetite for trying new things make it an ideal market for Taco Bell,” Ankush Tuli, Taco Bell Asia-Pacific MD, told the Jakarta Post.

“The Indonesian consumer always craves new and unique experiences and [by] utilising our expertise in the fast-food retail segment, we believe that Taco Bell will be a huge success,” said Hendra Yuniarto, PT Fast Food Indonesia, GM of marketing. 

One dish that has been specifically created for the Indonesian palate is the Bell Rice, which combines Mexican seasoned rice with grilled chicken, spicy sambal korek (chili relish made with garlic and bird’s eye chili), pico de gallo salsa and fresh lettuce, along with nacho chips for the added crunch.

In Malaysia, Disruptive Concepts Restaurant Group will roll out the brand, but the company has not yet disclosed the exact opening date.

“We are thrilled to finally bring our world-famous crunchy tacos to our Malaysian fans, and look forward to beginning this journey with our incredible partners at Disruptive Concepts Restaurant Group,” Taco Bell has posted on its website. Still from the website , the famous American fast food joint will be opening its first outlet in Malaysia at Cottage Walk, Cyberjaya and Tropicana Gardens Mall, Petaling Jaya

Taco Bell plans to double its international footprint with Asian markets as the main driver for overseas growth as awareness about Mexican cuisine grows.  

The Mexican-inspired Yum! Brands YUM.N subsidiary, which has 7,000 restaurants in the United States, will bring its overseas store count to "over 500 units this year ... (with) a goal of getting to a thousand units internationally in the next few years," Liz Williams, President of Taco Bell International, told Reuters in an interview.

Taco Bell retreated from Singapore in 2009. It returned to Japan in 2015 after withdrawing in the 1980s.

Source : The Jakarta Post | KL foodie | Reuters