Restaurant Spotlight: Taco Bell Launches US Taco Co., An Upscale Mexican Restaurant
Once upon a time, there were people who liked good food. Then they became "foodies." And now those people are an entire demographic that the giants of industrial food desperately want to capture. People are talking about you - a lot - in board meetings and the results are frightening.
Enter U.S. Taco Co., a new concept from Taco Bell that aims to cater to an audience that wouldn't usually eat at Taco Bell. It's an audience willing to pay more for food, who want a better atmosphere, and who take pictures of their food. No, really - part of the idea is to serve food that specifically will look good on Instagram. The look of the place is also supposed to be photogenic - renderings of the restaurant show brightly colored tile walls and bright pink Day of the Dead-themed imagery.
The first U.S. Taco Co. is set to open in Huntington Beach, with a second location in the works for L.A. If all goes well, the concept could go national.
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