Taco Bell Launches High-End Concept To Lure Fast Food Haters

Taco Bell Launches High-End Concept To Lure Fast Food Haters

Order lobster tacos and spiked milkshakes at this upscale sister store.

Tiffany Nesbit
  • 25 april 2014

Americans are known for our fast-food consumption, but for many of us, it’s an association we try to stay far away from. Films like ‘Fast Food Nation,’ and ‘Food, Inc.’ have opened our eyes to the questionable products and health concerns caused by frequenting these establishments, so the fast-food hating culture has become both popular and logical. Refusing to back out, Taco Bell has taken bold initiative by opening a high-end concept restaurant, in hopes of attracting some of these fast food haters.

Taco Bell’s upscale sister, called ‘US Taco Co. And Urban Taproom,’ will open its doors in Huntington Beach, CA this summer; it will initially offer 10 taco choices, fries, and shakes. The restaurant is straying away from both the Taco Bell menu, and those offered at authentic Mexican restaurants. Instead, it will concentrate on fusion-styled items with regional American flavors.

The Taco Bell team ran a segmentation study that revealed a significant portion of Americans never set foot in fast food establishments at all. Chief Executive Greg Creed decided the best course of action would be to open a whole new store that would cater to these people.


Taco choices include the ‘One Percenter,’ featuring lobster in garlic butter with red cabbage slaw and pico de gallo, as well as the ‘Winner Winner,’ which comes with fried chicken breast covered in gravy and topped with roasted corn pico de gallo. ‘Papas Fritas,’ the establishment’s fries, will come coated with habanero dust and can be dipped in specialty sauces, including ghost chile ketchup and roasted poblano crema. Future locations will also offer beer and spiked milkshakes.

Though US Taco Co will still feature ordering at a counter, the Mexican Day of the Dead themed decor of the restaurant, and higher cost and quality of food items, should set it clearly apart from Taco Bell. The team is developing US Taco Co. as a domestic brand, but if they are successful, it could travel overseas. In the meantime, residents outside of California are sure to be eagerly awaiting subsequent openings.

Taco Bell


IKEA Is Letting Kids Design Its New Line Of Toys

Travel Yesterday

30-Year-Old Photographs Used As Travel Guides

A new photo series revolves around tracing the origins of images from the past

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide


Get PSFK's Related Report: Future of Retail: Technology Primer

See All
Health Yesterday

VR App Prescribed For Pain Relief

A pharmacy chain in Sweden is stepping away from tradition to develop a happy place for the pain-afflicted

Retail Yesterday

Banks Are Coming Together To Create A New Payment Network That Rivals Venmo

A number of financial institutions are collaborating to make a new person-to-person monetary system called Zelle for their customers

Media & Publishing Yesterday

Pocket Camera Aims To Facilitate The Struggles Of Live Streams

The Mevo helps resolve the complexities of streaming video with an intuitive setup and smart editing controls

Food Yesterday

Startup Believes Traceability Will Help Disrupt The Multivitamin Industry

Ritual is a daily supplement for women that traces every ingredient back to its source

Food Yesterday

Photo Series Brutally Murders Some Of Your Favorite Fast Food

The portraits by artist duo Ilka & Franz do away with mealtime regulars in a way that is both beautiful and humorous


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 26, 2016

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

PSFK Labs october 25, 2016

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Mobile Yesterday

Coffeemaker Teaches You How To Make The Perfect Cup

The device comes with an accompanying app that guides novices and experts alike through the brewing process

Op-Ed Yesterday

General Electric: Lighting’s Impact On Sleep Is More Than The Off Switch

Jeff Patton, General Manager of Connected Home Products at GE Lighting, uncovers how lighting technologies can affect our sleep cycles

Brand Development Yesterday

The Story Behind How LYNK & CO Created A Car Brand From Scratch

Head of Design Andreas Nilsson describes which values were most influential in determining the identity and design direction of the new auto company

Travel Yesterday

Architect’s Design Presents A Radically New Approach For New York’s Penn Station

The firm of Vishaan Chakrabarti has envisioned a bright community and travel hub in the heart of the city

Fitness & Sport Yesterday

Editorial Roundtable: Building An All-Encompassing Performance Suite

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats on the partnership opportunities available in health and fitness

Gaming & Play Yesterday

Fantasy Game Responds To Each Player’s Emotions

The card battling venture measures responses through a Bluetooth clip to adjust the experience accordingly

Luxury Yesterday

Carry A Map Of NYC On A Handbag

The bag from Bottega Veneta has been designed exclusively for Bergdorf Goodman to celebrate New York City

Technology Yesterday

Roaming Robots Crawl Around Your Body To Do Small Jobs As You Go About Your Day

A new concept wearable developed by researchers at MIT and Stanford are fully functional bots that live on your clothing

No search results found.