Taco Bell® New Urban Restaurant Concept Redefines Fast Food Experience
September 15 2015 - 8:00AM
Business Wire
Taco Bell Cantina Restaurants to Open in
Chicago and San Francisco; New Design Offers Local Feel, Shared
Appetizers and Alcohol Options
Taco Bell is dropping the drive-thru, opening its kitchens and
using technology to create a new experience as the brand expands
into urban markets.
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New Taco Bell Cantina restaurant located
in the Wicker Park neighborhood of Chicago, IL. (Photo: Business
Wire)
The new design focuses on simplifying and modernizing the
restaurant experience and bringing forward an atmosphere as unique
as the community in which it serves. The first of these
restaurants—called Taco Bell Cantina—will open in the Wicker Park
neighborhood of Chicago on Tuesday, September 22, and the second
will open in San Francisco later this month.
Taco Bell has a history of development innovation. Founder Glen
Bell was an architectural pioneer who differentiated Taco Bell by
designing each initial restaurant with easily identifiable
mission-style architecture. Bell’s legacy continues to drive the
brand’s vision today in creating a new restaurant concept that
meets the needs of the next generation of Taco Bell fans.
“These new urban restaurants are a critical part of our growth
strategy in markets where people experience our brand differently,”
said Brian Niccol, chief executive officer, Taco Bell Corp.
“Today’s consumers are living in more urban settings and our new
restaurants cater to their lifestyle in adapting our traditional
restaurant concept to fit their modern needs.”
The Taco Bell Urban Concept incorporates five consumer trends
that balance relevancy and brand authenticity:
- Urbanization: The Taco Bell
Urban Restaurant Concept reflects the Millennial trend of seeking
more urban environments to live, work and play. These restaurants
are ideally suited to fit in with pedestrian areas without
drive-thrus.
- Digitization: Every point of the
customer’s ordering journey is optimized through technology,
including digital menu boards, TV monitors and Taco Bell mobile
ordering and payment app pick up.
- Localization: Taco Bell
incorporated the local architecture of the neighborhoods each
restaurant serves.
- The Wicker Park restaurant’s brick
walls and prismatic glass were restored to help preserve the
100-year-old building. The location also features a mural designed
by local artist, Revise CMW, which serves as a nod to the
neighborhood’s history as an artistic hub.
- The San Francisco restaurant, located
near AT&T Park, features a patio and mobile pick-up window to
cater to the quick pace, tech savvy and vibrant community.
- Green: The new urban locations
will be more energy efficient with systems including LED lighting,
use of reclaimed elements where possible and recycling.
- Transparency: An open kitchen
design and food served in open face baskets gives customers a look
inside Taco Bell’s quality ingredients.
Taco Bell Cantina restaurants will be the first and only Taco
Bell restaurants to serve alcohol to customers who are of legal
drinking age. The San Francisco restaurant will serve beer and wine
only, while Wicker Park will serve beer, wine, sangria and twisted
Freezes. Cantina restaurants will also feature a new tapas-style
menu of shareable appetizers – including nachos and rolled tacos –
during designated hours each evening, in addition to the full
standard Taco Bell Menu.
As part of Taco Bell’s overall growth plan, the brand is on a
path to add 2,000 stores to its portfolio by 2022. Expansion plans
for additional urban markets are currently being evaluated as Taco
Bell is striving to build or remodel around 600 restaurants per
year, providing 600 opportunities to do something different and
impact the customer experience.
About Taco Bell Corp.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM),
is the nation's leading Mexican-inspired quick service restaurant.
Taco Bell serves made to order and customizable tacos, burritos,
and specialties such as the exclusive Doritos® Locos Tacos,
high-protein Cantina Power® Menu and lower in calorie
Fresco Menu. Taco Bell Breakfast offers portable, classic items
such as the A.M. Crunchwrap®, Biscuit Taco and signature burritos.
The company encourages customers to “Live Más,” both through its
food and in ways such as its Feed The Beat® music program
and its nonprofit organization, the Taco Bell® Foundation for
Teens™. Taco Bell and its more than 350 franchise organizations
have more than 6,000 restaurants across the United States that
proudly serve more than 42 million customers every week.
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version on businesswire.com: http://www.businesswire.com/news/home/20150915005496/en/
Taco Bell Corp.Matthew Prince,
949-863-4367Matthew.Prince@yum.comorDJE HoldingsMary Ann Schoppman,
212-299-3975MaryAnn.Schoppman@zenogroup.com
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