According to Nation’s Restaurant News, Taco Bell is launching a brand new restaurant chain, very different from its widely popular fast food chain.
Taco Bell’s new restaurant is called U.S. Taco Co. and Urban Taproom, with the first location set to open this summer in Huntington Beach, California.
Rumor has it the menu will include 10 premium tacos, milk shakes, craft beer of course, wine, and thick-cut fries.
Yum! I’m getting excited already…
The main reason for Taco Bell’s expansion is to attract a whole new demographic who associate their current offerings as cheap fast food and not high quality enough for people with more expensive tastes.
U.S. Taco Co. and Urban Taproom caters to high-income foodies instead of the younger crowd Taco Bell’s fast food currently appeals to.
Taco Bell CEO Greg Creed told Ad Age, “We thought, maybe there’s a new brand we can create to address this opportunity.”
The average meal with a drink will run you about $12, while tacos will be about $4 each.
Similar to Chipotle, customers will be able to watch their food being cooked, but unlike Chipotle, U.S. Taco Co. and Urban Taproom’s cooking will be done inside of a glass-enclosed kitchen.
Some Of The New Menu Items (Via: Nation’s Restaurant News):
- Winner Winner: Southern-style fried chicken breast with South of the Border gravy, roasted corn, pico de gallo, jalapenos, and cilantro in a flour tortilla.
- One-Percenter: Lobster, garlic butter, red cabbage slaw, and pico de gallo on crispy fry bread.
- Brotherly Love: Carne asada steak, grilled peppers and onions, roasted poblano queso, and cotija cheese in a flour tortilla.
- Mexican Car Bomb: Vanilla ice cream, tequila caramel sauce, chocolate flakes, and Guinness.