Taco Bell is launching an upscale restaurant chain
Just in case you were looking for a Chipotle alternative, Taco Bell is launching a higher-end restaurant chain.
Nation’s Restaurant News, an industry publication, reported on Thursday that Taco Bell is launching U.S. Taco Co. and Urban Taproom in an attempt to appeal to people who “are not likely to step foot in a Taco Bell.”
The first location will open in Huntington Beach, Calif., this summer, with a relatively small menu including 10 premium tacos, thick-cut fries and shakes. Future chains will offer craft beer and wine.
The company said the new chain is meant to be American inspired, where it says “Taco Bell is Mexican inspired.”
Here are a few of the tacos:
“One Percenter”: Fresh lobster in garlic butter with red cabbage slaw and pico de gallo on crispy fry bread.
“Brotherly Love”: A nod to the Philly Cheesesteak, with carne asada steak, grilled peppers and onions, roasted poblano queso and cotija cheese (rather than Cheez Whiz), and fresh cilantro in a flour tortilla.
“Winner Winner”: Southern-style fried chicken breast with “SOB,” or “South of the Border” gravy, roasted corn pico de gallo with fresh jalapenos and fresh cilantro in a flour tortilla.
Customers can watch their order be prepared, but the idea isn’t to choose your ingredients as you go like you do at Chipotle.
The company didn’t provide details on its expansion plans.
Contact Stephanie Grimes at sgrimes@reviewjournal.com. Find her on Twitter: @stephgrimes
