Taco Bell opens first German restaurant in Cologne

The American fast-food chain Taco Bell has opened its first public restaurant in Germany, located at Hohenzollernring in Cologne. While the brand previously operated only at US military bases in the country, this new location marks its official commercial entry into the German market.

The opening drew significant crowds, with hundreds of people queuing for hours to try the Tex-Mex menu, which includes tacos, burritos, and quesadillas. Much of the interest was driven by social media hype and influencer marketing, turning the launch into a consumer experience.

Owned by Yum! Brands, the company aims for significant expansion in Germany, with plans for additional locations in Frankfurt and Stuttgart. The brand seeks to reach up to 150 locations in Germany by 2030, following a previous failed attempt to enter the market in 2024 due to franchise disputes.