Taco Bell experimenting with fast casual concept

April 25, 2014

Like its sister chain KFC, Taco Bell is reportedly testing a new fast casual concept called the U.S. Taco Co. and Urban Taproom.

According to the OC Register, the concept is expected to debut this summer in Huntington Beach, Calif., and will feature $4 premium tacos, steak-cut French fries and alcohol shakes. Unlike Taco Bell, the U.S. Taco concept will not feature burritos, beans, rice or tortilla chips.

CEO Greg Creed told the publication that more could open later, but the company will first gauge how the initial restaurant goes. He also said the concept is not a Taco Bell spin-off or a "Chipotle walk-along."

The restaurant itself features an open kitchen, wood tabletops and floors and modern lighting.

Taco Bell has invested about $500,000 on the startup, the story said, and has been developing the concept for a year.

KFC, also owned by Yum! Brands, introduced its KFC eleven fast casual concept last summer in hometown Louisville, Ky. Yum! also launched a new concept recently in Arlington, Texas, called Super Chix, which features premium chicken offerings.

Topics: Marketing / Branding / Promotion , Operations Management

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