Taco Bell plans to test a new fast-casual restaurant in Huntington Beach called U.S. Taco Co. and Urban Tap Room, slated to open in the next couple of months. Like Taco Bell, there will be tacos on the menu, but that's about as similar as the two concepts get.
The menu at U.S. Taco Co. features fancier, fusion-style tacos, but don't expect to see any Doritos shells. There's a spin on the Philly cheesesteak with a "Brotherly Love" taco made with a flour tortilla, carne asada steak, grilled peppers and onions, roasted poblano queso, cotija cheese and cilantro and a Southern "Winner Winner" taco with a flour tortilla, home-style crispy chicken, "SOB" Southern gravy, roasted corn pico de gallo, jalapeno and cilantro.
“A year ago, we conducted an extensive study on our consumer segmentation and identified a separate consumer group that simply was not going to visit quick service restaurants, at all," Jeff Jenkins, Taco Bell senior brand manager, said in a statement. "The result is U.S. Taco, a new concept sit-down restaurant that offers the best fusion of American-inspired flavors in tacos, fries and shakes for that emerging demographic of edgy foodies looking for a unique dining experience.”