Taco Bell officially opened its first restaurant in Athens, Greece, on September 3, 2025, marking a significant step in its European expansion strategy. The initial location is in Chalandri, a northern suburb of Athens known for its vibrant Gen Z demographic, chosen for their openness to new flavors and dining experiences. The investment for opening the first restaurant was around 700,000–800,000 euros.
Makis Ovadias, General Manager of Food Plus, the operating company for Taco Bell in Greece, emphasized the strategic importance of location, stating, "Location is everything." The launch event featured live music, interactive games, exclusive merchandise, and giveaways for the first 100 customers, demonstrating Taco Bell's commitment to creating memorable experiences. The Athens menu includes Taco Bell's signature items like tacos, burritos, quesadillas, and the Crunchwrap Supreme, prepared with fresh ingredients.
This move aligns with a growing consumer interest in diverse international fast-food options within Greece. The Greek fast-food market is experiencing growth, with a noted trend towards convenient, flavorful, and accessible meals. Taco Bell's entry is part of a larger global ambition to establish a significant international footprint. It is worth noting that Taco Bell was already present in Greece from 2010 to 2012, but was forced to close its doors due to the economic crisis.
Ian Cranna, General Manager of Taco Bell Europe, highlighted Greece as a dynamic market offering a unique opportunity to engage with new consumers. Taco Bell plans to open additional locations in Athens by the end of 2025, with new restaurants slated for The Mall Athens and the Panormou district.
This expansion is part of a broader European strategy that already included plans for restaurants in Germany and Ireland, which were announced in May 2025. In fact, ethnic cuisine already accounts for over 32% of the European restaurant market, and is expected to grow by more than 8% annually until 2030, with younger consumers particularly attracted to authentic and international flavors, often influenced by social media trends.
It enriches the cuisine in Greece, especially for the young people and tourists, for whom Taco Bell is almost native food. Altogether, it makes Greece more attractive to foreign investments, add new vacancies to the job market, enhances the overall business development.
