American fast food chains seem to be everywhere, from McDonald’s to KFC. And Taco Bell, with its bold flavors and iconic dishes, has been steadily gaining popularity in the UK. Intrigued by its success, BirminghamLive reporter Kirsty Bosley decided to try out the Taco Bell branch in Star City, Birmingham.
The hype surrounding American chains in the UK is undeniable. When Cinnabon opened in the Bullring, lines stretched for blocks just to get a taste of their famous cinnamon buns. And when Popeyes launched their chicken shop on New Street, locals camped out overnight to be among the first to try it.
But Kirsty wondered how long this excitement would last. Would these brands remain popular once the novelty wore off? With that question in mind, she found herself seated in Taco Bell, a year after its opening, with a Crunch Wrap Supreme in front of her.
The Crunch Wrap Supreme is a popular item, especially among American influencers. It comes with seasoned beef, but Kirsty opted for black beans, drawn to the advertised “crunchy tostada shell” that promised “extra loud chewability.”
“This is the product that wrote, and broke, all the rules,” Taco Bell claims. But for Kirsty, the Crunch Wrap Supreme was anything but a rule-breaker. It was a soggy mess, lacking any crunch. The cheese sauce, tomatoes, and wet lettuce had rendered the shell limp and disappointing.
To add to her disappointment, the restaurant was eerily silent. The usual hustle and bustle of Star City was nowhere to be found. Kirsty and her dining companion were the only customers in the entire place.
Taco Bell opened in Star City over a year ago, hoping to replicate its success in the US. With 8,000 branches serving Mexican-inspired food, it’s a giant in the American food scene. Kirsty wanted to understand how it had gotten so big.
The city of Birmingham has been experiencing a surge in popularity with American brands. Blank Street, known for its coffees in New York City, is planning to open two locations in the Bullring and on New Street. And a Shake Shack, a US burger joint, is set to open in Grand Central.
But back to the food. Kirsty found the flavors acceptable, but nothing spectacular. Jalapenos and cheesy sauces are always a safe bet, but the nacho she found inside her Crunch Wrap Supreme was soggy and lacked the promised crunch.
Her dining companion, a seasoned Taco Bell veteran from his travels across America, agreed that the experience wasn’t what he expected. He suggested that perhaps the American Taco Bell relies on additives that aren’t allowed in the UK, which could account for the difference in taste.
While the food wasn’t a complete disaster, it wasn’t enough to make Kirsty a regular customer. For a meal of nachos, a soft taco, and a drink, they spent £18.43, which Kirsty found to be a bit steep for the quality.
“I’m sure that by night, on a weekend, Taco Bell is popping off,” she mused. “How else are they keeping their lights on?” But she wasn’t convinced the food was good enough to bring her back.
“Does Taco Bell work in Star City because they’re the only place you can get tacos?” Kirsty wondered. “I’d rather go to Pizza Hut for a big buffet tea when I’m in Nechells. They have nachos on their free salad bar, and they actually crunch!”
The influx of big American chains isn’t necessarily bad news for Birmingham. It means jobs, fewer empty units, and more options for residents. But Kirsty wished the quality of the food lived up to the brand recognition.
“I’m sick to death of them showing up and dialling it in with sub-par eats for our money,” she said. “Cinnabon didn’t hit the mark for me, so I’ve got a lot riding on Shake Shack.”
What are your thoughts on the influx of American brands in Birmingham? Are there any that you think are really worth the spend? Let us know in the comments below.
