Taco Bell is setting its sights on those who refuse to eat fast food.
This summer, Taco Bell is launching a new, high-end concept store called “US Taco Co. and Urban Taproom” to target the part of the population who won’t even consider fast food as an option when eating out. The new store will feature premium food and beverage options, like spiked milkshakes, the “One Percenter” (lobster taco), and the “Winner Winner” (fried chicken breast taco). US Taco Co.’s fries (Papas Fritas) will be served with any one of 10 different dipping sauces.
Based on the articles we’ve come across about US Taco Co., it seems that the menu, design, and branding will clearly set the restaurant apart from Taco Bell, which will be extremely important in convincing diners to shell out more money for the fare. Still, we can’t help but wonder if people will be turned off if they find out the restaurant (which parent company Yum! Brands intends to roll out into other areas if the concept store finds success) is actually just a fancier Taco Bell.
What do you think? Would you be up for dining out at Fancy Taco Bell…er, US Taco Co. and Urban Taproom?