Taco Bell is seeking a more refined crowd as they test their newest “interpreneurial” venture, U.S. Taco Co. and Urban Taproom. They’re working out the kinks of the new fast-casual concept in Huntington Beach, according to the National Restaurant News site.
U.S. Taco Co. will be offering a “playful” menu of regional American food mixed with 10 different types of tacos, and french fries. Apparently, there will be something for everybody. But, they will NOT be serving stunt-tacos like the Doritos Locos found at their mother-chain, Taco Bell.
Senior Brand Manager Jeff Jenkins says that while other fast-casual chains like Chipotle – and my beloved Qdoba – are focusing on burritos, they decided to “zig while everyone else zagged” by taking “the best of American cuisine and put it into a taco”. For example, one of their creations is called the “One Percenter”, which is a taco featuring lobster (ouch, too soon).
I have to comment on the horrendous logo. What is up with the pink, tribal Day of the Dead skull? It looks more like “Dia de Los Tacky”, and more suited for a fitted UFC t-shirt (no offense, MMA guys).
Also, why are there so many eateries and bars adopting the term “Urban”? I’ve seen the Urban Taco Fabricators on Sunset, “Justice – Urban Tavern” (Urban “tavern”? There’s a new sheriff in town, I reckon), and “urban” coffee houses popping up all over downtown lately (there’s also the “Urban Grind” on 9th). I can remember when “urban” used to be a bad thing, like when you’d even cross to other side of the street because a restaurant was designated as urban. “Don’t make eye-contact with that restaurant, honey. It’s hella urban.”