Taco Bell To Break From Its Authentic Mexican Roots With New American-Inspired Taco Joint

As everyone knows, Taco Bell’s deeply authentic Mexican roots go back to the company’s humble beginnings in 1843 as Taco Campana, a family business selling flatbreads and food to hungry travelers outside of Hermosilo. For more than 150 years, the Bell has been a leader in bringing the finest in Mexican cuisine — from the Meximelt to the Chipotle Ranch Chicken Loaded Griller to the Crunchwrap Supreme — to U.S. diners aching for the exotic flavors one can only find south of the border. So it’s surprising that the company has announced a new initiative to create a chain serving “American-inspired” tacos… and booze.

The O.C. Register reports that Taco Bell is launching a test eatery called, cleverly enough, U.S. Taco this summer in Huntington Beach, CA.

The name is even more literal than it may sound, as the restaurant won’t just be serving American-style tacos, but tacos actually inspired by regional American foods.

So there would be a lobster roll taco to represent New England, a brisket taco repping Texas BBQ, etc.

“Taco Bell is Mexican-inspired, and U.S. Taco is American-inspired,” explained Taco Bell’s Curiously Australian CEO Greg Creed, who told the Register that this new venture won’t be selling things like burritos and tortilla chips.

The new place will also try to distance itself from the Bell and from competitor Chipotle by serving booze. Though the pilot location has hit a speed bump in getting its alcohol permit and probably won’t serve alcohol, the company says that future U.S. Taco locations would serve more than 50 types of draft and bottled craft beer, along with booze-infused shakes.

[via Eater]

by Chris Morran via Consumerist