Taco Bell Testing Fast Casual Concept

In an effort to capture an upscale and “edgier” clientele, Taco Bell (Irvine, Calif.) is testing a new fast-casual restaurant concept this summer in Huntington Beach, Calif. U.S. Taco Co. and Urban Taproom will offer fusion-style tacos, as well as craft beer and wine. Led by Jeff Jenkins, Taco Bell senior brand manager, the modern cantina design features bright yellow, pink and turquoise accents, with a pink Day of the Dead “sugar skull” logo, an open kitchen, wood tabletops, subway tile and contemporary fixtures.

“We conducted an extensive study on our consumer segmentation and identified a separate consumer group that simply was not going to visit quick service restaurants, at all,” Jenkins said in a statement. “The result is U.S. Taco, a new concept sit-down restaurant that offers the best fusion of American-inspired flavors in tacos, fries and shakes for that emerging demographic of edgy foodies looking for a unique dining experience.” A second Los Angeles-area location has already been selected.