Collins Foods’ Paula Nelson at the new Taco Bell site in Annerley, Brisbane. Picture: Annette Dew
QLD Business Taco Bell Australia: New store to open in Annerley, Brisbane
Darren Cartwright, The Courier-Mail
October 3, 2017 8:00pm
IT’S official. Taco Bell is making its Australian comeback, and its first store will be right here in Brisbane.
The US fast-food chain has tried twice to crack the market Down Under and failed.
Collins Foods, which so far is the sole Australian franchisee, is behind the first Brisbane Taco Bell restaurant and the first in Australia since 2005.
It will open at Annerley, in Brisbane’s south, on November 4.
Brisbane-based Collins Foods’ emerging brands boss Paula Nelson said Annerley was an ideal location for the fast-food chain which started in California in 1962.
She said since Taco Bell last operated in Australia, there was now a greater appreciation for Mexican food, while the stand-alone restaurant was also an improvement on the previous business model.
She also drew parallels between sunny California and Queensland.
Collins Foods’ Paula Nelson at the new Taco Bell site in Annerley, Brisbane. Picture: Annette Dew
“Since then (2005), as consumers, we have evolved in terms of the food that we eat and the Australian palate,” she said.
“It’s a Californian brand and we think there are a lot of similarities between Queensland and California in terms of climate and lifestyle so we think there is a real connection there.”
The outlet sits on the former site of a Sizzler restaurant, which was also under the control of Collins Foods, before it was razed soon after it closed its doors in July.
Ms Nelson said Taco Bell’s previous attempts to break into Australia had been stymied by having restaurants contained within the premises of another major brand.
It prevented Taco Bell from being able to establish itself in its own right, she said.
“When Taco Bell came out last time, most of the restaurants were combined with another large brand,” she said.
“I think for customers it was difficult to really understand a brand when it’s combined physically in the restaurant of another brand.”
The swiftness with the way Collins Foods turned over the old Sizzler site – four months – into a new restaurant caught many by surprise.
But Ms Nelson said Queenslanders should not expect other Sizzler restaurants, which have been closed in recent times like the eateries at Brookside and Toowong shopping centres, to be revived as the US fast-food brand.
“Annerley was an opportunity that arose but it’s not our plan to convert other Sizzlers,” she said.
“We obviously think Taco Bell has good growth potential in Australia but right now we are focused on doing a great job with the launch and then we will take it from there.
“We wouldn’t just build one but right now, we want to get this right.”
Taco Bell's Mexican Pizza is popular in the US. Pictures: Joshua Blanchard
... as is the crunchwrap...
... and the Doritos Locos Taco.
The Annerley eatery will cater for 96 diners, split evenly between the indoor and outdoor areas, a viewable kitchen for patrons to watch meals being prepared, and a drive-thru.
Ms Nelson said the menu would be heavily styled around US offerings although there would be some items unique to Australia, but no breakfast fare.
She promised the store would also follow the lead of the US chain which has a reputation for having mouth-watering cheap dishes on the menu.
“When designing our menu we will have value at top of mind. It’s a key element of the brand that we want to bring to life in Australia as well,” she said.
“There will be a few Aussie-based items but in the whole we have stayed true to the flavours and the formats of Taco Bell.
“We are making sure our produce is sourced locally and our meats are delivered fresh to our restaurants and cooked in our restaurants and we have designed them to have an open kitchen so you will seem then prepared from the dine in area or through the drive thru.”
Taco Bell first attempted to establish itself in Australia in the early 80s but later withdrew after being ordered to changes its name because it was too similar to a Sydney restaurant titled Taco Bell’s Casa.
The US fast-food chain returned in 1997 and lasted eight before it pulled up stumps again.
Ms Nelson said the social media response to the revelation that Taco Bell was coming to Annerley had been overwhelming and had given them confidence that they had made the right call.
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