US Taco Co. and Urban Taproom: Taco Bell launches upscale taco chain
Taco Bell is launching the US Taco Co. and Urban Taproom, its new upscale taco chain.
The US Taco Co. and Urban Taproom restaurant will feature a menu of 10 premium tacos, thick-cut fries, milkshakes, craft beer, and wine, according to Nation’s Restaurant News, an industry publication.
The first location is set to open in Huntington Beach, California, this summer.
The first US Taco Co. and Urban Taproom restaurant is set to open in Huntington Beach this summer (photo US Taco Co)
Taco Bell declined to elaborate on expansion plans.
Nation’s Restaurant News revealed some of the menu items:
- Winner Winner: Southern-style fried chicken breast with South of the Border gravy, roasted corn, pico de gallo, jalapenos, and cilantro in a flour tortilla.
- One-Percenter: Lobster, garlic butter, red cabbage slaw, and pico de gallo on crispy fry bread.
- Brotherly Love: Carne asada steak, grilled peppers and onions, roasted poblano queso, and cotija cheese in a flour tortilla.
The side of fries comes with dipping sauces including “ghost chile ketchup” and “roasted poblano crema.” One of the beer-spiked milkshakes on the menu, called the “Mexican Car Bomb”, has vanilla ice cream, tequila caramel sauce, chocolate flakes, and Guinness.
Tacos will be priced at about $4 each, and the average check size is expected to be roughly $12 with a drink.
Customers won’t be able to customize their tacos like at Chipotle, but they will be able to watch their food being made.
“Most dishes will be prepared in-house, in glass-enclosed kitchens that allow guests to see meat grilling or tacos in the works – though a few ingredients will come from outside suppliers, like the Texas smoked brisket or Southern pulled pork,” NRN reports.
The new concept is meant to attract a demographic of higher-income edgy foodies who would never step foot inside a Taco Bell.