Press Release Taco Bell Unveils Its Proactive Marketing Strategy Targeting Subculture Along with Launch of Brand Loyalty Campaign Bangkok, Thailand – 14 December 2020 Having launch in Thailand for almost two years with overwhelming feedback from Thai consumers, Taco Bell, a famous Mexican-inspired restaurant chain from USA, continues to create experiences under concept of “Live Más”. From now on, our marketing plan will focus on increasing engagement with subculture group. Additionally, Taco Bell has proudly introduced the special promotion, “Special Rewards on the 8 Taco Bell Branches’ Celebration” to enjoy New Year festival and to thank our customers, who have always been our best companions. Mr. Chalermchai Mahagitsiri, President and CEO of Thoresen Thai Agencies Public Company Limited (TTA) and Director of Siam Taco Co., Ltd., revealed, “Today, we can see that customers are not influenced by mass marketing alone anymore because the internet has definitely made communication with others easier and faster. This allows a group of people with a particular interests, standards and norms as well as values that differ to those of the wider society, or known as ‘Subculture’, to express themselves through online communities and to share their opinions on same topics with each other. With the subculture’s 1 character matching Taco Bell's “Live Más” concept that encourages everyone to have purpose and passion and dare to show it creatively, therefore, we are confident that the energetic subculture segment is becoming Taco Bell’s key market target. To reach the subculture segment’s need, we have strategically planned to communicate and interact with them through online social media – Facebook and YouTube – by partnering with key subcultural influencers, such as rapper and gamer, together with on-ground activities.” Currently, Taco Bell operates 8 branches in Thailand: The Mercury Ville @Chidlom, Siam Paragon, Central Pinklao, Samyan Mitrtown, Central Westgate, Sukhumvit Soi 11, MBK Center, and Riverside Plaza – our first branch in Thonburi. Mr. Shane Muangkroot, General Manager, said, “Taco Bell Thailand has received a tremendously warm welcome from customers in Thailand. Therefore, we would like to thank you all of our loyal customers in Thailand during New Year Celebration period. We are introducing our extraordinary customer loyalty program called “Special Rewards on the 8 Taco Bell Branches’ Celebration”, starting from 15 December 2020, customers will get one stamp from each order. The more stamps customers can collect, the more free tacos they will receive: 1 stamp for Taco Supreme, 3 stamps for Kinkin’ Chicken Taco, 6 stamps for taco of your choice, and the most privilege for those customers who have 10 stamps within 2 months, will have a chance to eat Tacos free for one year. Each Taco Bell branch can offer 100 privileges, totaling 800 privileges. Hurry up please, the fastest customers will become winners. For more information, please visit Facebook: facebook.com/TacoBellTH, IG: @TacoBellTH, Twitter: @TacoBellTH, and Line: @TacoBellTH. ### 2 About Taco Bell Taco Bell Corp., a subsidiary of Yum! Brands, Inc., is a world-famous Mexican-inspired restaurant chain serving customizable tacos, burritos and other specialties with bold flavors, quality ingredients, breakthrough value, and best-in-class customer service to over 42 million customers weekly across the globe. There are currently over 600 Taco Bell restaurants in 30 countries outside the United States, and over 7,000 restaurants across the U.S., with the expansion still continuing in international markets. For more information please contact: Natasa Urcharoenngan Email: [email protected] Tel. +662 254 8437 ext. 332 or +668 3492 2442 Thanit Tirapanith Email: [email protected] Tel. +662 254 8437 ext. 393 or +669 3559 6169 3 .