The folks over at Taco Bell never seem to take a minute before jumping into their next venture. Though it looks like this next move isn't going to be a new Doritos Locos Taco. Instead, they plan to create an entirely new fast-casual restaurant called The US Taco Co. Set to open at a test location this summer in Huntington Beach, Calif., US Taco Co. will feature more quality ingredients than Taco Bell.
According to Ad Age, Taco Bell CEO Greg Creed felt there was a market of customers that "would probably never become regular Taco Bell patrons." Instead of focusing on rebranding the Taco Bell menu solely to attract them, they decided to pool their resources into developing a separate restaurant that would serve higher-end food.
The menu includes items that bear no resemblance to the Taco Bell brand. You won't find a Waffle Taco here, people. One of the US Taco Co.'s featured tacos is the Winner Winner, a crispy chicken taco made with South of the Border Southern Gravy, roasted corn Pico de Gallo, fresh jalapeños and cilantro. The Brotherly Love is the restaurant's take on a Philly Cheesesteak featuring carne asada steak, grilled peppers and onions, roasted poblano queso, cotija cheese and fresh cilantro. There's even word that a lobster roll representing New England will make it's way to the menu.
Other menu items include Papas Fritas with Habanero Dust and Ghost Chili Ketchup, Loaded Carne Asada Fries and a Mexican Car Bomb Shake made with Tequila Caramel Sauce, Chocolate Flakes, Guinness Stout and Premium Vanilla Ice Cream. The fast-casual world of Mexican food has pretty much been dominated by Chipotle and now it looks like US Taco Co. aims to make a statement towards their competition.
Interestingly enough, Taco Bell's parent company Yum Brands, which is coincidentally parent to KFC, also recently opened a fast-casual fried chicken store in Texas. Does this mean our favorite fast food chains could be branching off into the QSR field in the near future?