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Taco Bell is launching in Thailand with a special menu that offers extra spicy food and local beer

A server presents food during the opening ceremony of a Taco Bell restaurant in Bangkok, Thailand January 22, 2019. REUTERS/Soe Zeya Tun
Server presents food during Taco Bell restaurant opening in Bangkok | Thomson Reuters
Businessinsider | January 22, 2019

BANGKOK (Reuters) – U.S. fast food giant Taco Bell is opening its first outlet in Thailand, continuing the Yum! Brands chain’s Asia expansion, offering adapted menu items and local beer.

The fast-food chain’s new Bangkok outlet opens on Thursday and will introduce new items with local flavors including an extra-spicy sauce to compete with the multiple quick-service chains and higher-end Mexican restaurants in the city center.

It will also serve Thai beer brands Singha and Chang as well as Philippines beer San Miguel Light.

Its Thai franchise partner, Thoresen Thai Agencies Pcl (TTA) , owned by the billionaire Mahagitsiri family, a shipping company that branched out last year into the food and beverage business with quick-service restaurant, Pizza Hut, also owned by Yum.

“Taco Bell will appeal to the young generation, particularly millennials,” Chalermchai Mahagitsiri, CEO of Taco Bell’s Thai franchise partner Thoresen Thai Agencies (TTA) , said in a statement, adding that his family “fell in love” with the chain while visiting the United States.

TTA, owned by the billionaire Mahagitsiri family, is a shipping company that branched out last year into the food and beverage sector.