- Retail: The Taco Bell retail experience is the latest example of how the brand looks to create new cultural ground. For the first time, customers can now purchase exclusive Taco Bell merchandise and memorabilia in the restaurant. Selections include limited edition Las Vegas branded retail and newly designed brand merchandise, ranging from hats, shirts and bags to bikinis, rings and sweatshirts. Select branded merchandise will also be available online in Taco Bell's Taco Shop.
- Freeze Wall: Eight Freeze drink taps line the back wall. Equipped with eight base flavors (Margarita, Cola, Pina Colada, Lemonade, Orange, Baja Blast, Cherry and Blue Raspberry), customers can add alcohol (Tequila, Rum, Vodka, Whiskey and Spiced Rum) and additional flavors for customized concoctions. Both Freezes and Twisted Freezes (those including alcohol) will be served in 16 or 32 oz. souvenir cups.
- Technology: The flagship restaurant will feature digital menu boards and digital ques to monitor customers' order process, in addition to portable ordering tablets to reduce wait times. The 16 screens lining the interior wall will feature entertainment, live-stream video, sports and social media conversation.
- Transparency: An open kitchen design and food served in open-faced baskets give customers a look inside Taco Bell's quality ingredients.
- Shareables: Cantina restaurants feature a tapas-style menu of shareable appetizers - including nachos, quesadillas and chicken fingers, in addition to the full craveable and affordable Taco Bell Menu.
- Vegas Touches: Dedicated space for DJ entertainment, Wall of Taps, outdoor misters and heaters, community style seating, VIP lounges and unique custom artwork will also be featured. The two story building is faced with a wall of glass, an upstairs mezzanine and lounge overlooking the action and an outdoor patio, right in the middle of it all on Harmon Corner and the Vegas Strip.
In what the brand terms an "evolution, not revolution," the new logo mirrors the new restaurant strategy: one size doesn't fit all. In this modern take, color makes a splash and allows customization through patterns and textures, giving usage flexibility while maintaining its iconic framework.Digital rollout of the logo refresh takes place today, while physical assets like restaurant design, packaging and impacted retail partners will roll out more gradually, depending on development and refresh timelines. The refreshed logo was created in partnership with the leading creative consultancy Lippincott and Taco Bell's internal design group, TBD. Brand Growth In 2015, Taco Bell opened over 275 new restaurants, remodeled about 600 more, and is currently on pace to exceed both numbers in 2016. Of the 2,000 restaurants planned to be built by 2022, 200 will be urban locations - a typically underrepresented geographic area for the brand. "Building new restaurants is a key component to the overall growth and evolution of Taco Bell," said Brian Niccol, Chief Executive Officer at Taco Bell Corp. "Great design, great food and great economics are at the heart of our growth." Urban concept restaurants have five things in common that differentiate them from standard Taco Bell restaurants: décor, local artwork, open kitchen layouts, open plating and shareable menus. In 2015, Taco Bell also opened up the first of its two Cantina restaurants in San Francisco and Chicago. Cantina restaurants may also serve alcoholic beverages, which can include beer, wine, sangria and twisted Freezes. Future Urban and Cantina locations are currently in development in Cincinnati, Berkeley, Fayetteville, San Antonio and Cleveland, while numerous cities across the U.S. are under consideration for future locations. About Taco Bell Corp. Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant (QSR) brand. From breakfast to late night, Taco Bell serves made-to-order and customizable tacos and burritos, among other craveable choices, and is the first QSR restaurant to offer American Vegetarian Association (AVA)-certified menu items. Taco Bell and its more than 350 franchise organizations proudly serve over 42 million customers each week through 7,000 restaurants across the nation, as well as through its mobile, desktop and delivery ordering services. Overseas, Taco Bell has over 250 restaurants, with plans to add 2,000 more restaurants internationally within the next decade. The brand encourages its fans to "Live Mas" and connects with them through sports, gaming and new music via its Feed The Beat® music program. Taco Bell also provides education opportunities and serves the community through its nonprofit organization, the Taco Bell® Foundation™, and connects fans with their passions through programs such as the Live Mas Scholarship program. In 2016, Taco Bell was named as one of Fast Company's Top 10 Most Innovative Companies in the World. Like: Facebook.com/tacobell — Follow: @TacoBell (Twitter), tacobell (Instagram) and tacobell (Snapchat) — Subscribe: YouTube.com/tacobell — Explore: ta.co