Taco Bell Annerley, Brisbane: Secret tastings in lead up to grand opening
SECRET tastings and brand recognition tests at an iconic Brisbane market led to fast-food giant Taco Bell choosing Queensland for its Australian revival. TAKE THE VIDEO WALK THROUGH
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SECRET tastings and brand recognition tests at an iconic Brisbane market led to fast-food giant Taco Bell choosing Queensland for its Australian revival.
The US franchise had twice failed Down Under but this time they took a vastly different approach before settling on a store at Annerley, on Brisbane’s southside, which opens on Saturday.
Some 12 months ago, Queensland-based company Collins Foods, which holds a licence for Taco Bell, spent a week at Rocklea’s Brisbane MarketPlace conducting random taste and branding tests.
Each participant signed a non-disclosure agreement and the feedback shaped the menu for the outlet on Ipswich Rd, Annerley.
The purpose-built restaurant on the site of a former Sizzler restaurant is Taco Bell’s first stand-alone restaurant in Australia and the first ever in Queensland.
Among its many features are free Wi-Fi, USB charging stations at each table, an open kitchen so customers can see their food being prepared and an alfresco dining area.
Collins Foods’ emerging brands boss Paula Nelson said it was imperative they did as much research as possible before launching the chain’s third bid in Australia.
“We went to other countries around the world to look at Taco Bell first-hand and it was probably around 12 months ago when we started the serious planning,” she told The Courier-Mail.
“We did extensive consumer restaurant at the Rocklea Markets and conducted a number of rounds of research.
“We started out without revealing the brand… but as they were eating the food they did know it was Taco Bell. We used that research to help us form the menu.”
Besides the usual fare of tacos, fajitas, burritos and nachos, the 96 seat restaurant is licensed which distinguishes itself from its main fast-food rivals KFC, McDonalds and Hungry Jacks.
“We will offer a selection of beers and margaritas for dine-in customers,” Ms Nelson said.
“We are trying to create an environment where people can come with their families and even their teenage children to relax and enjoy their meal.”
Keeping a watchful eye on the Annerley opening was Taco Bell’s US-based International PR and marketing manager Richa Anand.
The finishing touches were being applied on Wednesday although the drive-thru won’t be ready in time because recent storms prevented the concrete being poured.
Ms Anand said the stand-alone restaurant was a point of difference from previous ventures and the store’s success was vital for the future of the brand in Australia.
“Twenty years ago …in Australia it was branded with other known quick-service restaurants … we didn’t have chance to shine … we didn’t have a beautiful footprint and show we are cool, fun young brand,” she said.
“We’ve learnt from that and think we understand Australian consumers much better … it’s a great representation of the brand and it’s a fresh start.”
Ms Nelson said more Taco Bell restaurants were planned but they were keeping the locations a secret while the concentrated on their new store being a success.
Taco Bell Annerley will employ a total of 60 full-time and casual staff and open for business at 9am on Saturday.
TACO BELL’S HISTORY
1962: Glen Bell opens first Taco Bell in Downey, CA
1967: 100th store opens Anaheim. CA
1981: Taco Bell opens first Australian store but strikes naming rights trouble because of a local restaurant called Taco Bell Casa.
1990: Launches 59c, 79c, 99c menu items in the US.
1997: The franchise returns with a store in George St, Sydney followed by other restaurants which were annexed off KFC stores.
2005: Taco Bell leaves Australia
2017, September: Queensland-based Collins Foods Limited announces it is recruiting staff for the return of Taco Bell to Australia which will open on the site of a former Sizzler restaurant at Annerley.
2017, November 4: Taco Bell opens its first store in Queensland and returns to Australia after a 12 year absence.
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