Spain will continue to be a priority market, as well the UK, Australia and India.
“We’re focused on making sure our franchisees are in a good place, they’re making money and they’re getting some benefits across their operations.” The team has done a wonderful job growing the brand across the market,” Masino said. In Spain, the brand isn’t just in Madrid and Barcelona. “A key strategic decision for us is we are focused on getting into key markets to scale rather than flag planting. We’re confident in what the future holds for Taco Bell International, particularly as scale ties directly to profitability,” Yum CFO Chris Turner said during the company’s earnings call.Ĭasual Brands Group, led by Ignacio Mora-Figueroa, operates Taco Bell’s restaurants in Spain and opened 25 restaurants across 17 regions in 2021, illustrating the intentional geographic proliferation of the brand. “We believe this development threshold unlocks accelerated growth, fueled by the benefits of scale, including supply chain advantages, as well as marketing and brand awareness. Taco Bell is starting to achieve that scale objective in a few of its international markets, including Spain which recently surpassed the 100-unit mark. In a two-plus-year crisis environment, scale has largely insulated major brands from many challenges hindering the industry like inflationary and supply chain pressures. We also look at markets that have a good population for QSR, so we are in places where we know we can get to scale. “Digital is one piece, but we look across a variety of other factors. “This brand internationally is so digital forward and we’re really driving that hard,” she said.
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