For today’s youth, food is more than flavor—it’s also about the story. For Gen Z, going out is an experience: sharing that first bite of a mouthwatering burger on TikTok or Instagram, or standing in line to try tacos they’d only seen in movies and TV shows. Street food has become a destination, a cultural event where investment meets international trends.

The Jackaroo–Taco Bell Rivalry

The arrival of Taco Bell in Greece and the acquisition of the local chain Jackaroo by Vivartia mark two major moves in quick succession. Both signal that street food in Greece is a booming market, part of a global shift toward fast, affordable, and experience-driven dining.

The Jackaroo Story: From Piraeus to Vivartia

Back in 2018, a small burger joint called Jackaroo opened in Piraeus. Six years later, the chain has expanded with locations in Fokionos Negri, Neos Kosmos, Peristeri, Agia Paraskevi, Panormou—and soon Thessaloniki. Jackaroo built its brand on two pillars: value for money and a creative menu, a combination that strongly resonates with young consumers.

Behind the brand is Michalis Matzouranis. Having worked in the kitchens of Glyfada Golf Club and the famed Pentelikon Hotel, he launched the burger chain Bar BEE Q in 2013, which climbed to 10th place on List25’s global burger ranking. He sold it to L’Artigiano in 2017, only to come back stronger with Jackaroo.

At first, the focus was burgers, but Jackaroo quickly pivoted to chicken—and earned the nickname “the Greek KFC.” It has broken delivery app records, while its stores turn into street parties every evening.

This growth caught the eye of Vivartia. In 2023, the group—already back in profitability—paid about €10 million to acquire a majority stake in Jackaroo. For Vivartia, which already owns Goody’s Burger House, Everest, Flocafé Espresso Room, and La Pasteria, the move is more than just numbers. It’s an entry into the 15–25 demographic—the heart of the street food scene—and a direct answer to international chains setting their sights on Greece.

Taco Bell’s American Invasion

On September 3, 2025, Halandri turned into a festival ground. Outside the first Taco Bell in Athens, lines of hundreds stretched down the street, causing traffic jams as people waited for tacos, quesadillas, and burritos. For Gen Z, it wasn’t just about food—it was an event.

The U.S. chain entered Greece through Food Plus, which invested about €800,000 in the flagship Halandri location. Two more openings are already planned—at The Mall Athens and in Panormou. Taco Bell belongs to Yum! Brands (the parent company of KFC and Pizza Hut), and its European strategy is clear: target markets with a strong youth culture. Choosing Halandri, a hotspot for Gen Z, was no coincidence. “This is a generation open to new flavors,” said Food Plus general manager Makis Ovadias. The massive turnout at opening day proved the point.

Globally, Taco Bell has fine-tuned its strategy for this audience. CEO Sean Tresvant, a former Nike executive, has focused on 18–30-year-olds—whom he calls “cultural rebels.” The chain invests not only in flavors but also in lifestyle: from Live Más Cafés offering innovative drinks to collaborations with superstar athletes.

The Greek Street Food Battleground

In Greece, the momentum is clear. On one side are homegrown brands like Jackaroo, winning over young consumers with clever positioning and affordable prices. On the other are global giants like Taco Bell, entering with strong names and multinational expertise.

The common denominator: Gen Z. These are consumers shaped by TikTok, chasing experiences and value, unafraid of long lines if it means beating FOMO. With smartphones in hand, they amplify brands and set the trends of tomorrow.