Taco Bell bites into Penang, plans integrated marketing blitz

Taco Bell has debuted in Penang with its Taco Bell City Junction outlet. This marks the brand's 15th outlet in Malaysia and first in the northern region of West Malaysia. While Taco Bell did not comment on A+M's queries about the monetary investment behind its Penang expansion, the company explained that Penang was chosen as it serves as an ideal location for the brand to have its first footprint in the northern region of West Malaysia, since many consumers there have yet to visit at Taco Bell.

"Every restaurant we open is carefully selected based on several factors including the dynamism of the trade area, the presence of a vibrant Malaysian community composed of residential, commercial, and educational areas, and the opportunity to maximise brand visibility," the brand said.

Taco Bell added that the purpose of investment in each outlet is driven by its singular focus on offering a distinctive and elevated brand experience to its customers. Ever since its launch in Malaysia last April, Taco Bell has always been customer-centric and it aims to have many more innovative stores coming up soon to cater to the vivid imagination of its young at heart customers who have embraced the #LiveMas #LiveKawKaw spirit of the brand.

To promote its new Penang outlet, Taco Bell will employ a combination of localised insights paired with an integrated marketing approach to cater to its young at heart consumers. Its marketing campaign covers a spectrum of integrated marketing touchpoints, from a highly targeted digital-first strategy and reaching out to hyper-local online communities, to physical leaflet distribution and directional signages.

For its opening on 28 October, the brand invited the locals to trying something new with Taco Bell with the theme “Jio-Me to Taco Bell”. It also collaborated closely with various local media publications, influencers and content creators to drive awareness of the brand. The new Penang outlet offers dine-in seating, both indoors and alfresco, with a total capacity of 80 people. It is also touted to have Instagram-worthy spaces and design features. 

Since its opening at Cyberjaya last April, Taco Bell has rolled out integrated marketing plans locally such as the #LiveKawKaw Launch Campaign and also two global campaigns under the #ISeeATaco initiative - #TacoMoon and #TukarKeTaco or #TacoSwap.

For these campaigns, Taco Bell utilised a full spectrum of marketing tools which included digital, social, events, OOH, POSM, PR, nano and micro-Influencers, media partnerships, and collaborations. Taco Bell currently works with a roster of agencies including Initiative, Ampersand & The Platform as well as Edelman which manages its PR. It is understood that the partnerships are on a project basis.

"In the coming years, we will be opening more restaurants in Penang and in locations outside of Klang Valley. We have ambitious plans to expand across Malaysia and will have more details to share with you in due course," the brand said but did not share specifics about the number of outlets it hopes to open by next year. To date, Taco Bell operates more than 7,000 restaurants in the US and over 700 restaurants globally. 
 
Separately, Harris Beh, Taco Bell Malaysia’s franchise operator, said: “We recognise the passion Penangites have for good food and would like to invite you all to Taco Bell to try our exceptionally fresh and delicious Mexican-inspired cuisine served in a vibrant and lively environment. Penangites and residents in the northern region will be greeted by our friendly and energetic restaurant crew who will ensure a truly memorable dining experience.”

In June, Taco Bell unveiled its 10th restaurant at Jalan Tun Mohd Fuad in Taman Tun Dr Ismail, marking a significant milestone for the brand given that it has expanded quickly in over a year. The brand opened its first restaurant outside of Klang Valley in Nilai Square, Seremban, followed by an additional restaurant in AEON Bukit Tinggi, Klang.

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