BREAKING NEWS: Taco Bell places UK at heart of European growth strategy led by new GM

American QSR chain Taco Bell has installed a new general manager to run its European operations from the UK – and tasked him with making sure the company executes dozens of projects to achieve its ambitious international goals.

Jorge Torres, who recently joined the business from Nestlé Waters Company, where he led global business strategy, will be based out of Taco Bell’s Woking office in the UK. He will be responsible for driving innovation, new store development and new market development. 

Taco Bell is currently embarking on a growth plan aimed at becoming a $15 billion (£11 billion) company with 9,000 restaurants globally by 2022. The UK, where Taco Bell currently has less than 30 stores, is set to be a key part of the strategy.

Out of the 30 new restaurants it is targeting in Europe, 20 will come from the UK. The remainder will be split between Finland, the Netherlands, Romania and Cyprus. The chain also has sites in Iceland.

“We are excited to welcome Jorge to the brand,” said Liz Williams, president of Taco Bell International. “Already in the short time Jorge has been with us, he has overseen the launch of Chicken Nachos in the UK, one of the market’s most successful product launches to date.”

Mr Torres is well-versed in running multinational operations with large footprints. During his time at Nestle, he led a team that was responsible for over $2 billion (£1.5 billion) in net sales and a presence in more than 40 markets.

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