As much as we all love Taco Bell, the idea of going there for our lunch break is kind of horrifying. Taco Bell is and has always been more of a 4 AM, stoned and drunk out of your mind meal. They acknowledge this whole heartedly. They even refer to their food as a Fourth Meal…
With that in mind, Taco Bell is now launching an upscale version of its food. The company is opening restaurants called U.S. Taco Co. and Urban Taproom. Essentially, it’s very similar to Chipotle. The company is going to be channeling the “contemporary taquerias of San Francisco’s Mission district.”Yep…just like Chipotle did.
Greg Creed, Taco Bell’s Chief Executive has sure got some grand plans for expanding his audience. He wants to include an “eclectic mix of generally higher-income foodies who are edgy in how they live their lives but not necessarily in how they eat,” he said.
Ya know, with this and the new Taco Bell breakfast menu, these guys are making some serious moves… We’ll still probably only go at 4 AM, though.