Taco Bell’s Expansion Anchored by Community Feel
17 May 2016 - 10:00PM
Business Wire
New Restaurants Provide Tailored Concepts that
Reflect Diverse Community Experiences
Remember the original Taco Bell mission restaurants, complete
with a bell, an outdoor patio and fire pit?
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Heritage: Inspired by its culinary roots
in Mexican-inspired food with a twist, this style is a modern
interpretation of Taco Bell’s original Mission Revival style
characterized by warm white walls with classic materials in the
tile and heavy timbers.
(Photo: Business Wire)
That classic architectural design redefined the fast
food experience for generations to come. Today, Taco Bell announced
a new line of restaurant designs that will do the same: with a nod
to the future and a wink to the past. As part of its expansion
plans to open 2,000 new restaurants by 2022, Taco Bell is unveiling
and testing four new restaurant designs built to reflect the
vibrant communities in which they operate.
“Building new restaurants is a key component to the overall
growth and evolution of Taco Bell,” said Brian Niccol, Chief
Executive Officer at Taco Bell Corp. “Great design, Great Food and
Great Economics is at the heart of our growth.”
The four designs will make their debut in Orange County,
California this summer through existing restaurant remodels, with
broader roll-out planned in 2016, including plans to expand in
urban locations with the Taco Bell Cantina concept.
- Heritage: Inspired by its
culinary roots in Mexican-inspired food with a twist, this style is
a modern interpretation of Taco Bell’s original Mission
Revival-style characterized by warm white walls with classic
materials in the tile and heavy timbers.
- Modern Explorer: This rustic
modern style is a refined version of the brand’s Cantina Explorer
restaurants and can easily fit into a suburban or rural
environment. Inspired by the farms that make our food, this style
reinforces Taco Bell’s commitment to the best ingredients,
authenticity and transparency of materials and dining
preparation.
- California Sol: Inspired by Taco
Bell’s California roots and the California lifestyle, this design
blurs the lines between indoor and outdoor. It’s a celebration of
dining al fresco and embraces a laid-back beachy feel both inside
and out.
- Urban Edge: This design
represents an eclectic mix of international and street style done
the Taco Bell way. This style is inspired by timeless design
married with cutting-edge elements of the urban environment.
“While all four restaurant designs each have a different
contextual personality, they all share a commonality in expressing
Taco Bell’s brand like never before,” stated Marisa Thalberg, Chief
Marketing Officer at Taco Bell Corp. “From the open kitchen that
showcases our freshly prepared foods to the community tables
designed for friends to hang out, each of these formats fosters a
modern, unique experience.”
“It’s no longer one size fits all,” stated Deborah Brand, VP of
Development and Design at Taco Bell Corp. “Consumers are looking
for localized, customized and personalized experiences that reflect
the diversity of their communities – the flexibility in bringing
these four designs to life gives us just that.”
Reducing the environmental footprint of stores was top of mind
when developing these new restaurant designs, which feature LED
lights and energy-efficient heating and cooling equipment. All
local California locations will leverage reclaimed wood from
California ports and, where possible, newly built restaurants will
incorporate more sustainable landscape features such as solar panel
canopies over drive-thrus and reclaimed water for irrigation.
In 2015 Taco Bell opened over 275 new restaurants, remodeled
about 600 more, and is currently on pace to exceed both numbers in
2016. Of the 2,000 restaurants planned to be built by 2022, 200
will be urban locations – a typically underrepresented geographic
area for the brand.
In 2015, Taco Bell also opened up the first of its two “Cantina”
restaurants in San Francisco and Chicago. These urban concept
restaurants have five things in common that differentiate them from
standard Taco Bell restaurants: décor, localized artwork, open
kitchen layout, open plating and shareable menus. Additionally,
Cantina restaurants may also serve alcoholic beverages, which can
include beer, wine, sangria and twisted Freezes.
Atlanta is currently being explored for the next urban
development, while numerous cities across the U.S. are under
consideration for future locations. These include major
metropolitan areas from New York, Boston and Ohio to smaller cities
with revitalizing downtown areas like Berkeley, Austin and
Fayetteville.
About Taco Bell Corp.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE: YUM),
is the nation's leading Mexican-inspired quick service restaurant
(QSR) brand. From breakfast to late night, Taco Bell serves
made-to-order and customizable tacos and burritos, among other
craveable choices, and is the first QSR restaurant to offer
American Vegetarian Association (AVA)-certified menu items. Taco
Bell and its more than 350 franchise organizations proudly serve
over 42 million customers each week through nearly 7,000
restaurants across the nation, as well as through
its mobile, desktop and delivery ordering
services. Overseas, Taco Bell has over 250 restaurants, with plans
to add 2,000 more restaurants internationally within the next
decade. The brand encourages its fans to “Live Mas” and connects
with them through sports, gaming and new music
via its Feed The Beat® music program. Taco Bell also
provides education opportunities and serves the community through
its nonprofit organization, the Taco Bell®
Foundation™, and connects fans with their passions through
programs such as the Live Mas Scholarship program. In
2016, Taco Bell was named as one of Fast Company’s Top 10
Most Innovative Companies in the World.
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version on businesswire.com: http://www.businesswire.com/news/home/20160517005704/en/
Taco Bell Corp.Matt Prince,
949-863-4367Matthew.Prince@yum.comorEdelmanShira Underberger,
323-202-1033Shira.Underberger@edelman.com
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