December 23, 2025 — A new Taco Bell is on the way to one of the West Midlands’ busiest shopping corridors, after planners approved a move into a long-vacant retail park unit near Merry Hill. The decision lands during the peak Christmas rush, when retailers are fighting for footfall with late-season discounts — even as authorities warn families to avoid “too good to be true” toy bargains that could be counterfeit and unsafe.
Together, the stories underline a wider December pattern: retail parks doubling down on food-and-drink anchors, and shoppers chasing value — whether that means a quick-service meal on a busy day out, or a last-minute toy deal before Christmas morning.
Taco Bell gets the green light for a new Brierley Hill site near Merry Hill
Plans have been approved for Taco Bell to open at a retail park off Station Drive near Merry Hill Shopping Centre in Brierley Hill, with the restaurant set to take over a former Carphone Warehouse unit next to Costa Coffee. [1]
According to the published planning details, the approved proposal positions the new Taco Bell alongside other food operators already on the park, including Pizza Hut and Tim Hortons, while building on Taco Bell’s wider presence in the region, with the report noting a nearby outlet in Oldbury. [2]
The project was approved by council planners on November 20, with the proposal described as primarily a sit-down facility that would also operate with a takeaway function. [3]
Why the planning approval matters: vacancy, choice, and evening trade
Beyond the headline brand name, the approval reflects a recurring focus for councils and retail landlords: getting vacant space back into active use, particularly in areas where evening and weekend trade is increasingly important.
In the planning commentary referenced in reporting, officers concluded the scheme would bring a long-standing vacant unit back into economic use, and add consumer choice without creating unacceptable impacts — including on highways and local amenity. [4]
For shoppers, it’s also a sign that Merry Hill’s surrounding retail parks are continuing to evolve into “destination” zones, where food-and-drink options are designed to keep visitors onsite longer — and to capture demand from cinema trips, late-night shopping, and convenience-led dining.
Retail parks are becoming Britain’s growth map for quick-service restaurants
Taco Bell’s Merry Hill-area move is also part of a broader UK pattern: even as households remain price-conscious, major fast-food brands continue to prioritise expansion — often targeting high-traffic retail parks, roadside locations, and drive-to formats that work well for car-borne customers.
A clear example comes from Burger King UK, which has said it plans to open 30 new restaurants annually from 2026, aiming to grow despite what it described as a challenging economic backdrop and “softer” consumer sentiment. [5]
The same report highlights Burger King UK’s recent financial performance — including revenue growth in 2024 and an increase in underlying earnings — while also flagging cost pressures such as rising labour costs. [6]
That combination — expansion plans paired with careful cost control — mirrors what many chains are trying to do right now: grow locations while protecting margins, betting that convenience and value-led menu propositions can keep customers coming through the door.
Christmas week shopping: why discounts are peaking — and why shoppers are delaying purchases
While restaurants compete for footfall, the UK’s retail sector is also deep into its most competitive stretch of the year. Industry watchers note that shoppers have increasingly waited until late December to spend, pushing retailers into steeper, broader discounting.
In an analysis of the late-season spending surge, retailers have been preparing for what some call “panic weekend,” with consumers holding out for last-minute bargains and shifting purchases back to physical shops as Christmas Day approaches and delivery deadlines tighten. [7]
The same reporting points to toy and gift discounting as a key battleground, including The Entertainer launching discounts of up to 60% across more than 950 toys and games in stores — a signal that even core seasonal categories can face a late demand boost rather than an early “sell-out.” [8]
It also underlines why click-and-collect has become critical in the final days before Christmas: some major retailers have earlier delivery cut-offs, while others allow online ordering later if customers pick up in-store — encouraging a return to high streets and retail parks for collection. [9]
“Slashed price” toy deals: how to spot genuine savings (and where price gaps are biggest)
The third major theme dominating Christmas week is simple: parents are searching harder for value, and the same toy can vary dramatically in price depending on the retailer.
Consumer investigators at Which? have highlighted price gaps where shoppers can pay far more than necessary for effectively identical items — for example, noting one wooden “hamburger stacker” toy listed at £18 at one retailer while being available for £5.99 elsewhere. [10]
That kind of price spread matters because it’s often not driven by product quality — but by branding, store positioning, or convenience. In practice, it means the best strategy in late December isn’t always “find the biggest headline discount,” but:
- compare the same product across multiple retailers
- check whether a “sale” price is actually a meaningful saving
- consider credible alternatives (especially for younger children, where simpler toys often deliver similar play value)
MoneySavingExpert has echoed this approach in its deal analysis, repeatedly advising shoppers to do price comparisons rather than buying into hype. Its recent coverage of toy retail pricing has included examples of discounts across popular lines and the reminder that not every promoted “deal” is automatically the cheapest option. [11]
Counterfeit toy warning on Dec 23: why “too good to be true” bargains can be dangerous
Alongside legitimate discounting, UK authorities are warning families that counterfeit toys — sometimes sold via unfamiliar online sellers — can pose serious risks.
On December 23, 2025, The Guardian reported fresh warnings around counterfeit versions of Labubu dolls — a collectible toy with high demand this Christmas — after the Home Office said dangerous imitation Labubus accounted for 90% of the 260,000 fake toys seized at the UK border this year. [12]
The same reporting says 75% of seized fake Labubus would not pass safety standards, and notes other counterfeit seizures including items such as Jellycat products, PlayStation controllers, Disney merchandise, and Pokémon figurines — with concerns including banned chemicals, choking hazards, and unsafe wiring. [13]
Authorities stressed the risk isn’t just to children: profits from counterfeit goods are linked to organised criminal networks. The Guardian also reported that while buying counterfeit goods isn’t itself a crime, selling them can carry penalties including up to 10 years in prison and an unlimited fine. [14]
A practical takeaway for parents this week
In the final stretch before Christmas Day, shoppers are likely to see more “flash” offers, marketplace listings, and social-media-driven links. The Dec 23 warning can be summed up in a simple rule:
If the seller is unfamiliar and the price is dramatically lower than everywhere else, treat it as a red flag — especially for toys that will be handled by babies and young children.
What happens next for the Taco Bell near Merry Hill?
While the planning decision clears a major hurdle, key details — including fit-out timing, recruitment, and an opening date — typically depend on landlord schedules and internal build programmes.
What is clear from the approval is the intended location and the direction of travel for the site: a vacant unit next to Costa at Station Drive is being repositioned to strengthen the park’s food offer and boost choice for visitors around Merry Hill. [15]
In the weeks ahead, shoppers can reasonably expect further updates through local channels once signage goes up, hiring begins, and construction work becomes visible. For the Merry Hill area, the bigger story is that the food-and-drink “layer” of retail parks keeps expanding — even as households remain value-focused and retailers battle for every Christmas-season pound. [16]
References
1. www.expressandstar.com, 2. www.expressandstar.com, 3. www.expressandstar.com, 4. www.expressandstar.com, 5. www.the-independent.com, 6. www.the-independent.com, 7. www.theguardian.com, 8. www.theguardian.com, 9. www.theguardian.com, 10. www.which.co.uk, 11. www.moneysavingexpert.com, 12. www.theguardian.com, 13. www.theguardian.com, 14. www.theguardian.com, 15. www.expressandstar.com, 16. www.expressandstar.com
