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Taco Bell lights up Hollywood

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Taco Bell has gone Hollywood — with a digital edge.

The quick-serve restaurant chain has brought its Cantina concept to Los Angeles, opening a location on the iconic, palm tree-lined Hollywood Boulevard. The urban-oriented Cantina format has a smaller footprint than a traditional Taco Bell, with a menu that includes alcoholic beverages. It also boasts updated digital features.

[Read More: Taco Bell opens its first digital-only U.S. store in New York City]

The new eatery sits on a historic  Hollywood property that was built in 1917 in the Churrigueresque style. Most notably, the building housed a bookstore in the 1930s that was a favorite haunt of movie stars of the time.

The design combines old Hollywood architecture, including marquee-styled signing, with state-of-the-art digital features that simplify and modernize the customer experience. Customers can order from standing menu kiosks inside the restaurant.

The five kiosks supplement traditional menu boards, allowing customers the opportunity to take ordering into their own hands. The digital features optimize and redeploy the role of the employee within the restaurant experience, the company said.

The Hollywood Cantina is Taco Bell’s first Cantina location in Los Angeles County and joins nearly150 Taco Bell restaurants operating across the county.

“We're excited to be part of LA history with the continued expansion of our Cantina concept," said Mike Grams, president and global COO, Taco Bell. "These flexible formats are bringing iconic Taco Bell experiences to our fans across America, made possible by strong partnerships with our franchisees and the best restaurant teams."

There are more than 350 Taco Bell restaurants in the Southern California area.  The company has set a goal to operate 10,000 restaurants and become a $20 billion brand within this decade.

"Taco Bell Cantinas continue to embody the spirit of the community, with our latest Hollywood location delivering an immersive, craveable brand experience to our Los Angeles guests," said Brian Cox, owner of C&R Restaurant Group, one of Taco Bell's franchisees.

C&R Restaurant Group is a Costa Mesa-based franchisee of Taco Bell, operating stores in Los Angeles and Orange Counties.

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