American fast-food chain Taco Bell reveals first WA store will open in Midland

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American fast-food chain Taco Bell has revealed its first WA store will open in Midland at 10am on September 29, with an opening day fiesta of live music and giveaways, and a chance for one lucky punter to win free food for a year.

The Midland restaurant will be the chain’s 23rd restaurant in Australia having arrived Down Under in 2017, adding to more than 7000 restaurants globally, which have a combined revenue in excess of $9 billion.

The mega chain’s Australian franchisee, Collins Foods, which also operates KFC in this country, announced in April it was heading west, and intends to open a second Taco Bell in Ellenbrook next year as part of plans to grow the brand here.

Taco Bell Australia marketing manager Tamika Nelsen said the chain, which originated in California in 1962, was known worldwide for “epic” restaurant openings, and said the first person in line in Midland would get to officially cut the ribbon.

Not since Krispy Kreme opened its first Perth outlet in 2014 has the arrival of a new fast-food player generated this much excitement, and Ms Nelsen said she’d even heard of West Aussies travelling to the east coast to get their hands on Taco Bell’s signature burritos and tacos.

“We have fan-favourite menu items like the Crunchwrap Supreme, which is super delicious and I highly recommend; we have a snack menu that provides ultimate value for money, with items from as little as $2, and we have a really good dining experience, where customers can receive unlimited soft-drink refills,” Ms Nelsen said.

Mural artist Hans Bruechle will adorn the brand new Midland Taco Bell with some local artwork.
Camera IconMural artist Hans Bruechle will adorn the brand new Midland Taco Bell with some local artwork. Credit: Kelsey Reid/The West Australian

Taco Bell engaged Perth artist Handbrake to create a mural for the store, as part of its commitment to giving this quintessentially American chain an Aussie twist.

“We’ve recreated the Taco Bell flavours that fans love, and packaged them up … in a restaurant and dining experience designed here for the local market,” Ms Nelsen said.

Located on Great Eastern Highway, the restaurant will feature colourful indoor-outdoor dining spaces, an open kitchen, tech-charging stations, free wi-fi and functionality that allows diners to select the music playing instore.

Ms Nelsen said the chain’s imminent arrival in Perth had “already generated an overwhelming response” online, and she was predicting a big crowd on opening day. “And one lucky fan will walk away with free Taco Bell for an entire year,” she said.

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