Fast-food giant unveils new design, banner for urban markets

Taco Bell has developed a new store design and banner for the brand’s expansion into urban markets.



The new model — designed in house — eliminates the drive-thru and uses technology to help simplify and modernize the restaurant experience. The format, called Taco Bell Cantina, will debut in the Wicker Park neighborhood of Chicago on Tuesday, Sep. 22. The second will open in San Francisco later this month. And in a big change for the company, Cantina customers will be able to buy wine or beer to accompany their tacos.



“These new urban restaurants are a critical part of our growth strategy in markets where people experience our brand differently,” said Brian Niccol, CEO, Taco Bell Corp. “Today’s consumers are living in more urban settings and our new restaurants cater to their lifestyle in adapting our traditional restaurant concept to fit their modern needs.”



The new urban concept incorporates five consumer trends:



• Urbanization: The new format is ideally suited to fit in with pedestrian areas without drive-thrus.



• Digitization: Every point of the customer’s ordering journey is optimized through technology, including digital menu boards, TV monitors and Taco Bell mobile ordering and payment app pick up.



• Localization: Taco Bell incorporated the local architecture of the neighborhoods each restaurant serves.



The Wicker Park restaurant’s brick walls and prismatic glass were restored to help preserve the 100-year-old building. The location also features a mural designed by local artist, Revise CMW, which serves as a nod to the neighborhood’s history as an artistic hub. Mario Valentini served as the architect.



The San Francisco restaurant, located near AT&T Park, features a patio and mobile pick-up window to cater to the quick pace, tech savvy community. VMI Architecture Inc. served as the architect.



• Green: The new urban locations will be more energy efficient with systems including LED lighting, use of reclaimed elements where possible and recycling.



• Transparency: An open kitchen design and food served in open face baskets gives customers a look inside.



Taco Bell Cantina restaurants will be the first and only Taco Bell restaurants to serve alcohol. The San Francisco restaurant will serve beer and wine only, while Wicker Park will serve beer, wine, sangria and twisted freezes.



Cantina restaurants will also feature a new tapas-style menu of shareable appetizers during designated hours each evening, in addition to the full standard Taco Bell Menu.



As part of Taco Bell’s overall growth plan, the brand is on a path to add 2,000 stores to its portfolio by 2022. Expansion plans for additional urban markets are currently being evaluated as Taco Bell is striving to build or remodel around 600 restaurants per year.