Taco Bell Creates New Stores to Compete with Chipotle
J Thoendell stashed this in Food
"We could spend time and money trying to get these people interested in Taco Bell," he said, but they would probably never become regular Taco Bell patrons. "We thought, maybe there's a new brand we can create to address this opportunity," he said, adding that the chain "has the talent and the money" to explore new concepts.
And so U.S. Taco Co., with logo art reminiscient of Day of the Dead sugar skulls, was born. The first location is slated to open up in the next few months (construction is just beginning), and the menu's focus will be on tacos, fries and shakes.
The giant player in the Mexican fast-casual concept is Chipotle. It and many other players in this category offer burritos and standard Mexican proteins such as steak, chicken and carnitas.