Taco Bell Is Testing an 'American Inspired' Taco Shop

Taco Bell is launching a new fast-casual concept this Summer called U.S. Taco Co. and Urban Tap Room. According to the OC Register, Taco Bell's Chief Executive Greg Creed insists the restaurant isn't a "Taco Bell spin-off" nor is it a "Chipotle walk-along." The restaurant will serve a menu of "premium tacos, spicy steak-cut fries, and alcohol-infused shakes." There will also be craft beer and wine at future locations.

According to Nation's Restaurant News Creed revealed the concept was created to appeal to "generally higher-income foodies" who are "edgy in how they live their lives but not necessarily in how they eat." He also notes,"Taco Bell is Mexican inspired. U.S. Taco is American inspired." Therefore, there will be no burritos, beans, rice, or tortilla chips on the menu.

According to the OC Register, there will be an open kitchen where diners can "see meals being cooked or grilled to order," wood tabletops and floors, and "contemporary lighting."

Instead the menu will feature tacos that carry Guy Fieri-esque monikers like the "Winner Winner" taco which features fried chicken breast with "SOB" or "South of the Border" gravy. According to NRN, there will also be tacos like the "One Percenter" which features fresh lobster with garlic butter on crispy fry bread and the "Brotherly Love" which is a play on a Philly Cheesesteak taco. The drinks section includes "shakes spiked with beer" like the "Mexican Car Bomb" which has vanilla ice cream, tequila caramel sauce. Guinness, an chocolate flakes.

Yum! Brands, Taco Bell's parent company, appears eager to introduce new concepts. The company recently opened a fast-casual spin on KFC, called KFC eleven in Louisville, and revealed plans earlier this month to open a new fast food operation called Super Chix which will focus on fried chicken sandwiches. The first location of U.S taco is opening in Huntington Beach, California this Summer.

[Photo: U.S. Taco Co./Facebook]

[Renderings courtesy U.S. Taco Co.]

[Renderings courtesy U.S. Taco Co.]

· Taco Bell to unveil U.S. Taco, a fast-casual taco mash-up concept [OC Register]
· Taco Bell develops new fast-casual taco concept [NRN]
· All Taco Bell Coverage on Eater [-E-]