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Apr 25, 2014

News: Taco Bell to Try a Fast Casual Taco Restaurant Concept

U.S. Taco Co. interior mock-up
Trying to appeal to a different (and higher paying) audience, Taco Bell will soon to open a new fast-casual taco restaurant named "U.S. Taco Co. and Urban Taproom" out in Huntington Beach, CA.

Rather than Mexican-inspired fast food, the new sit-down restaurant concept will offer on-trend, "American-inspired" fusion tacos, fries, and shakes.

According to the Los Angeles Times, sample tacos are include:

- The Philly-themed "Brotherly Love" Taco - carne asada steak, grilled peppers and onions, roasted poblano queso, cotija cheese, and cilantro on a flour tortilla

- The Southern-inspired "Winner Winner" (as in chicken dinner) - crispy-fried chicken, "SOB" (south of the border) gravy, roasted corn pico de gallo, jalapeno, and cilantro on a flour tortilla.

Basically the tacos offer a twist on regional American cuisine. Other fillings featured include lobster, pulled pork, and brisket. Prices for the tacos will start around $4.

Fries are steak-cut and can be ordered plain, loaded, or topped with carne asada (among other things).

Despite the name, there will be no alcohol at the Huntington Beach location due to local ordinances, but craft beer, wine, and alcoholic milkshakes are planned for the second yet-undisclosed location somewhere in the L.A. area.

The move follows up on recent fast-casual efforts by Taco Bell parent company, Yum brands, with Super Chix out in Texas and by sister brand, KFC, with KFC eleven in Lousiana. It veers towards Super Chix though as U.S. Taco Co. is a completely separate brand rather than an offshoot like KFC eleven.

Photos by Taco Bell / U.S. Taco Co.


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