Taco Bell has a new upscale restaurant that serves booze and sells bikinis
Taco Bell has a new location that’s completely different from your average fast-food joint.
On Monday, the Mexican fast-food chain debuted a new restaurant on the Las Vegas Strip, which will serve as Taco Bell’s flagship location.
The location is the chain’s fourth Taco Bell Cantina, offering a more upscale menu that includes alcoholic beverages. However, the Las Vegas location takes the evolution of Taco Bell’s brand a step further, with trendy architecture and and entire retail line.
Taco Bell CMO Marisa Thalberg told Business Insider that the flagship location attempts to give customers a chance to experience the “whole lifestyle of Taco Bell.”
“I think when people feel something for a brand, they enjoy having a little slice of it, because… we think about brands as parts of our identity,” Thalberg said. “When I’m holding that cup of Starbucks, it says something about me.”
Here’s a look inside the Las Vegas flagship location.
The two-story restaurant is located on Harmon Corner on the Las Vegas Strip.
Taco Bell
The menu is different than what you’d find at a typical Taco Bell location, and includes tapas-style shareables like nachos, quesadillas, and chicken fingers. Food is served in open baskets instead of foil or paper wrap.
Taco Bell
One of the most striking aspects of the location is the “freeze wall,” with eight frozen drink taps. Customers have the option to add tequila, rum, vodka, whiskey, or spiced rum to create “Twisted Freezes.”
Taco Bell
The Las Vegas flagship is the first Taco Bell location to sell merchandise like t-shirts, bikinis, and beach towels.
Taco Bell
“It’s the perfect environment for us to have some fun things, some kitschy things,” Thalberg said.
Taco Bell
The opening of the new flagship store coincides with the reveal of Taco Bell’s new, more minimalist logo. It’s the brand’s first logo refresh in 25 years.
Taco Bell
“We’re updating every part of the brand,” Thalberg said. “Our logo just needs to keep up with the rest.”
