Taco Bell Australia launches ‘Encore Hours’ to keep the tunes and tacos going via Edelman

Taco Bell Australia is keeping its doors open late with the launch of Encore Hours, a special initiative to reward music fans in Australia. With limited late night restaurant options available in Sydney, fans often face the tough choice of missing their favourite artists’ encore songs or grabbing a bite to eat; but now concertgoers won’t need to choose between tunes and tacos.

IN BRIEF:

Launch Details: Encore Hours debuts at Taco Bell Haymarket in Sydney on March 28-29, 2025, keeping doors open late for music fans.
Purpose: Solves the late-night dilemma for concertgoers by offering food without missing encores, following a UK launch in August 2024.
Promotions: Free Taco Supreme (beef, bean, or chicken, $3.95 value) after 10 p.m., one per person, plus limited-edition t-shirts for the first 50 visitors each night.
Location Advantage: Situated near Central Station, Haymarket is primed for Sydney’s late-night crowd.
Cultural Connection: Ties into Taco Bell’s music support legacy, including the Feed the Beat program expanded in Australia last year.
Campaign Team: Created with Edelman Australia, emphasizing Taco Bell’s commitment to enhancing fans’ experiences during key cultural moments.

On the back of its successful launch in the UK in August 2024, Encore Hours will officially debut in Sydney at Taco Bell Haymarket tonight, Friday March 28th, and tomorrow Saturday, March 29th. Conveniently located just steps from Central Station, Taco Bell Haymarket is the perfect spot to keep the party going in Sydney’s vibrant late-night scene. Music lovers heading to shows or winding down after gigs can kick on and enjoy extended hours, ensuring the good vibes and delicious tacos keep rolling without any food FOMO.

The Australia launch campaign was created in collaboration with Edelman Australia.

“Taco Bell has always embraced culture and connected with fans where they are, and Encore Hours is a perfect example of that,” said Amy Ellis Durini, Taco Bell International CMO. “We’re excited to launch Encore Hours in Australia, creating a new way for music fans to keep the night alive. By extending our opening times for key cultural moments, we’re ensuring fans can enjoy every encore without missing out on their favourite tacos afterwards.”

To celebrate the launch of extended closing hours, Taco Bell is giving musos and fans alike the chance to snag one free Taco Supreme per person after 10 p.m. each night, no purchase necessary. Fans can enjoy their choice of seasoned ground beef, black beans or chicken in their free Taco Supreme, up to a $3.95 value. Additionally, the first 50 fans to visit during Encore Hours each night will score a limited-edition Encore Hours t-shirt, perfect for adding to fans merch collection.

“Choosing between the encore or grabbing an epic feed is pretty wild. Encore Hours at Taco Bell means it’s a thing of the past” said Andrew Howie, Chief Marketing Officer of Taco Bell Australia. “We’re proud to champion music-loving fans ensuring they can refuel long after the final encore. This is just the latest in our ongoing push to support the Aussie music industry, following on from our launch of the Feed The Beat program late last year”.

The unveiling of Encore Hours in Australia comes on the heels of the brand’s expansion of its Feed the Beat program in Australia last year, underscoring its commitment to music, artists and music fans globally. Launched in 2006, the Feed the Beat program helps emerging musicians by picking up the bill. The program is designed to connect upcoming bands with fans by fueling artists on the road.

The first Encore Hours kicks off at Taco Bell Haymarket, TONIGHT, Friday, the 28th of March 2025.

*Taco Bell Haymarket will be open late on the 28th and 29th March 2025, remaining open at the store manager’s discretion. Customers at the store between 10pm and close will be entitled to one (1) free hard or soft beef, bean or chicken taco supreme. Limit of one taco supreme per customer per day from 28th – 29th March. Only available in-store and while stocks last.

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