Taco Bell MY accelerates expansion plans with 10th restaurant

Taco Bell has 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. In the next few days, the brand will also be opening its first restaurant outside of Klang Valley in Nilai Square, Seremban, followed by an additional restaurant in AEON Bukit Tinggi, Klang.

Taco Bell Malaysia's franchise operator, Harris Beh, said it is very heartening to have reached this momentous milestone of its 10th outlet. "From the very first introduction of Taco Bell at Cyberjaya in April 2021, we have received an overwhelming response from fans all over Malaysia. The opening of our 10th restaurant would not have been possible without the hard work of our amazing crew and, most importantly, our fans’ continuous support and encouragement," Beh said.  He added that it has been a rewarding journey for the team to bring its #Live Mas, #LiveKawKaw brand spirit to life through its menu offerings.

Aside from serving innovative menu items, Taco Bell also aims to elevate its dining experience. The latest store at TTDI boasts a 2,400 square feet space, infused with Taco Bell’s signature cool, Californian vibe, complete with the iconic rainbow ceiling, offering diners an "Instagrammable" space.

While Harris Beh, principal operator, Taco Bell Malaysia and Singapore did not reveal the exact monetary investment behind the new store and the expected ROI, he explained that the purpose of investment in each outlet is driven by the brand's singulr force on offering a distinctive and elevated brand experience to customers.

"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 maximize brand visibility, adding a whole new flavor to the area itself," Beh explained.

Meanwhile, Gitanjali Sriram, Taco Bell Malaysia's head of marketing and communications, told A+M that the brand uses a combination of on-ground and online initiatives to inform Malaysians about its activities.

"We cover the full spectrum of integrated marketing touch-points, from a highly targeted digital-first strategy and reaching out to hyper-local online communities, to physical leaflet distribution and directional signages. The opening of each new outlet is a cause for celebration as we bring tacos and more to the wider Malaysian audience," she said. It also works closely with delivery partner foodpanda.

Overall, Taco Bell's campaigns including #LiveKawKaw, #TacoMoon and #TukarKeTaco used the full spectrum of marketing tools including digital, social, events, OOH, POSM, PR, nano and micro influencers, media partnerships, and collaborations.

“We are excited to announce the opening of our tenth Taco Bell restaurant at TTDI. We are truly thankful for our fans’ tremendous love and support since opening in Malaysia last year,” said Ankush Tuli, MD of Taco Bell Asia Pacific. Tuli also thanked Disruptive Concepts as its franchise partner, adding that it has been instrumental in bringing Taco Bell to Malaysia and employing over 300 individuals.

Gitanjali Sriram is currently Taco Bell Malaysia's head of marketing and communications. She was appointed to oversee all advertising and communications with the collaboration of the Taco Bell International APAC marketing team. Sriram was previously chief operating officer at Publicis Groupe Malaysia.

Earlier this year, the brand appointed The Chariot Agency as its lead creative agency and Invictus Blue and GrowthOps to manage media and social respectively. Sriram explained to A+M previously that The Chariot Agency "brought to the table ideas that were different, exciting, even brave, and matched the Taco Bell brand DNA". The agencies kicked off their appointment with a Lunar New Year campaign titled "A Lunar Fiesta For All". Taco Bell is also working with Edelman Malaysia.

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