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

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