Taco Bell is trying out some new interior store designs in an effort to lure diners interested a somewhat more upscale experience. The makeovers will be tested this summer at Taco Bell locations throughout Orange County, CA, near the company’s headquarters.
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Buzzfeed News reports the move is an attempt to be “more locally focused”, according to Deborah Brand, Taco Bell’s vice president for development and design.
There is Heritage, inspired by the culinary roots of Mexican-inspired food, with warm white walls, tile and heavy timber; Modern Explorer, a rustic modern style that is a variation on the Cantina concept with nods to farms; California Sol, with al fresco dining and a beachy feel, including fire pits; and Urban Edge, an eclectic mix of worldwide and street style.
“While all four restaurant designs each have a different contextual personality, they all share a commonality in expressing Taco Bell’s brand like never before”, chief marketing officer Marisa Thalberg said in a news release.
California Sol – Inspired by Taco Bell’s California roots and the California lifestyle, this design blurs the lines between indoor and outdoor.
As Taco Bell expands into new neighborhoods, the drive-through mainstay wants people to come inside and sit down more. And after that, the designs could be cycled into new stores and remodels across the country. The designs are part of a wider expansion plan for the brand, which calls for opening 2,000 locations in the next six years. “Great design, Great Food and Great Economics is at the heart of our growth”.
Additionally, in drought-stricken California, all locations will use wood reclaimed from California ports and, where possible, new restaurants will be constructed with more sustainable landscapes with features like solar panel drive-thru canopies and systems for reclaiming water for irrigation. Of the 2,000 restaurants planned to be built by 2022, 200 will be urban locations. These urban concept restaurants have five things in common that differentiate them from standard Taco Bell restaurants: décor, localized artwork, open kitchen layout, open plating and shareable menus.
Taco Bell launched the cantina concept in Chicago and San Francisco a year ago. Likewise, some smaller cities with big pushes to revitalize their downtown areas, like Berkeley, Austin and Fayetteville, are also being considered. The restaurants will vary in design based on where they are located. Aging casual brands are also rethinking decor.
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What do you think of the idea of Taco Bell going more upscale with their restaurants?
