Taco Bell Unveils its New Strategic Location at Caltex Station to Accelerate Growth and Expand its Customer Base

Economy News Thursday July 22, 2021 13:52 —PRESS RELEASE LOCAL

Siam Taco Company Limited, the operator of Taco Bell franchise in Thailand, has initiated its new strategy for stores expansion in service stations by launching its first service point at Caltex service station, Prachanukul branch. The new outlet will be built in Delco format which expects to attract a greater number of customers and generate high brand awareness.

Taco Bell Thailand began developing this new Delco model which is about half the size of Taco Bell's traditional restaurants and costs about half as much for franchisees to build, opening up more potential sites in Thailand. Delco is designed to fits in to tighter places and focuses more on delivery and carry out.

Mr. Chalermchai Mahagitsiri, President and CEO of Thoresen Thai Agencies Public Company Limited (TTA) and Director of Siam Taco Co., Ltd., said, "We realized the rapid growth of retail businesses in service stations in the past 3-4 years so we decided to shift our stores expansion strategy towards service stations instead of department stores. In addition, consumers nowadays have adopted a fast-paced and a new normal lifestyle, our Taco Bell's unique delicious tacos, which can be both purchased as a takeaway and consumed on the road, serve the purpose quite remarkably. Caltex service station, Prachanukul branch (C. Trac Energy Co., Ltd.) is considered the first option because this Caltex service station is located on a major road with high daily traffic and high accessibility for travelers. It can serve the needs of people in this neighborhood who normally work in other areas and expected to make a lot of takeaway orders. In addition, this service point can effectively serve as a "Delivery Hub" for Taco Bell fans in this area, especially during this time in which the Covid-19 still prevails and all consumers are likely to dine at home."

To celebrate the opening of this new outlet, the company has partnered with Caltex service station, Prachanukul branch to launch a special campaign: customers who re-fuel with a minimum spending of 500 baht will receive 1 free Taco Supreme to enjoy (1 coupon per 1 receipt only) until 31 July 2021.

Alice Potter, Country Chairman and General Manager of Chevron (Thailand) Limited, a leading provider of quality fuels under Caltex(R) brand said, "The new Taco Bell outlet in Delco format at our Caltex service station is built on a mutual goal to enhance our customers' pleasurable experience and respond to the modern consumers' lifestyles. Having Taco Bell as a part of our service station offering will cater to the needs of customers who are looking for other services such as restaurants, car services, convenient stores, etc., in addition to re-fueling. This strategic partnership with Siam Taco will strengthen our product and service offerings to our customers."

"The launch of the new Taco Bell outlet at Caltex service station, Prachanukul branch (C. Trac Energy Co., Ltd.) is part of the Caltex's SMART Station development aimed at modernizing the brand image and enhancing motorists' experience. This collaboration with Siam Taco is also part of our Smart Partnership strategy to drive our business growth, boost revenues from services within the service station and create greater value propositions. We believe the new Taco Bell outlet will be well received by the customers and motorists. It would also help attract more customers into the service station and drive overall growth," added Mrs. Alice Potter.

Since the outbreak of the Covid-19, the number of Taco Bell delivery orders have grown markedly. The company, therefore, has increased the target revenue from delivery orders to be 25% of the total sales in 2021.

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