Western Sydney and Newcastle have been announced as the locations for the relaunch of the Tex-Mex fast-food chain Taco Bell in New South Wales. This comes after its announcement last week that it will open in Melbourne for the first time – although its location there is not yet know.
The move is part of the chain's aggressive expansion into Australia. Last year the New Zealand fast-food operator Restaurant Brands said it had brokered an arrangement with Taco Bell's global owners and planned to open more than 60 outlets in Australia and New Zealand by 2024. Restaurant Brands also operates a KFC franchise in New South Wales, and in New Zealand Pizza Hut, among other brands.
This is not Taco Bell's first foray into Australia. It tried in the 1980s and '90s, but closed. This latest round launched as softly as a warm flour tortilla in Queensland in late 2017, and since then has been slowly rolling out stores in the state.
A spokesperson for Taco Bell NSW told Broadsheet the market is very different in Australia now than when Taco Bell was last open here. "It is now a much more mature market with significant growth of Mexican-inspired cuisine, which is now well defined and well loved. The brand itself is also in a different place operating with a clear and deliberate strategy giving the brand unprecedented momentum."