Taco Bell isn’t just about dogs selling tacos and exploiting men named Ronald McDonald to shill their breakfast sandwiches. They’re all about fancy eating.
Fancy isn’t a good word. Being a little more upscale than the typical Taco Bell is their goal. The buzzword is “fast casual.”
Taco Bell Corporation is launching a new fast-casual concept designed to capture diners who are not likely to step foot in a Taco Bell. So, like, anyone over the age of 50 or with an interest in what they put into their body. I’m neither of those so I’m all ears.
Named U.S. Taco Co. and Urban Taproom, the new concept is scheduled to open in Huntington Beach, Calif., this summer offering a simple lineup of 10 premium tacos, thick-cut fries and shakes. Future locations will also include a menu of craft beer and wine.
Designed by an “intrepreneurial” team of young Taco Bell executives in a “secret war room” at the chain’s Irvine, Calif.-based headquarters, the new concept is nothing like the mothership brand — except that tacos are on the menu. There will be no fried shells dusted in Doritos flavors, no burritos, no “quesarito” hybrids or anything that looks like a Crunchwrap Supreme, and no drive-thrus.
Taco Bell has a secret war room. Jesus. I just pray the NSA has it tapped.
Taco Bell develops new fast-casual taco concept [Nation’s Restaurant News]