Operations

Taco Bell opens Defy concept unit

Provided

June 8, 2022

The long-awaited Taco Bell Defy restaurant has opened in Brooklyn Park, Minnesota. The concept has a two-story model that delivers innovative technology and design, according to a company press release.

"Taco Bell Defy is an incredible innovation for our brand, and one that's meeting our consumer in a really unique way. For decades we've been committed to providing a fast, safe and friendly drive-thru experience; now with our bold goal of creating a two-minute or less drive-thru experience for customers of this concept, Taco Bell Defy is the future," Mike Grams, Taco Bell president and global COO said in the release. "We're thankful for our incredible 36-year partnership with Border Foods and feel like Taco Bell Defy is a culmination of years of success between our teams, along with the expertise of local partners like Vertical Works who helped make this possible."

Among the features of the design are:

• A proprietary vertical lift to transport menu items from the kitchen to diners.
• Digital check-in screens for mobile order customers' unique QR codes.
• A two-way audio and video technology service for customers to talk to team members on the second floor.
• Four lanes to accommodate guests.

"Taco Bell Defy embodies the innovative, entrepreneurial spirit of Minnesota businesses and franchisees," Lee Engler, co-founder and CEO of franchisee Border Foods, said in the release. "It is a creative, technological solution for a faster, contactless experience for as many Taco Bell fans as possible and is poised to be the future of quick-service dining."