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Product cover image for Taco Bell in the Gulf Region: Re-Entering the UAE Market

Taco Bell in the Gulf Region: Re-Entering the UAE Market

Elie Chrysostome, Saad Fasihi

Product #:W44198
Supplier:Ivey
Discipline:International Business, Strategy
Setting:United Arab Emirates, 2024
Details:Case (PDF) • 13 pages • 2025-05-21

Subjects:

InternationalizationBusiness managementInternational businessStrategy

Industries:

Food and beverage sector

Geography:

United Arab Emirates
Your Price:$9.71

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Taco Bell Corporation first entered the United Arab Emirates (UAE) market in 2008, but due to strategic misalignments and fierce competition from established brands, Taco Bell withdrew in 2012. Since that exit, the UAE market experienced significant changes, notably a substantial increase in the expatriate population, which led to rapid growth in the consumption of Mexican cuisine.

In June 2024, considering its recent success in some Gulf markets like Kuwait, Taco Bell was considering a re-entry to the UAE. However, there were various challenges to overcome: lingering memories of the past failure, a more competitive environment, and geopolitical tensions that are resulting in boycotting of Western fast food companies. Should Taco Bell face these risks and try the re-entry, and if so, what strategy is most likely to lead to success?

Learning Objectives

The case is designed to be used in a graduate-level international business or strategic management course. It focuses on the strategic decisions related to re-entering an international market, specifically the market of the Gulf Region, after a prior withdrawal. This case allows students to explore the dynamic interplay between corporate strategy and the external operating environment in global markets.

Specifically, this case can be used for the following objectives:
  • To understand the strategic considerations of local responsiveness in emerging markets; and
  • To assess and conduct a re-entry strategy.
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Case Study: Taco Bell in the Gulf Region: Re-Entering the UAE Market (English version) | Ivey Publishing