November 14, 2016 // Franchising.com // Irvine, Calif. – Taco Bell makes its debut on the Las Vegas Strip today, becoming the brand’s 7,000th restaurant and first flagship destination.
Alongside its opening, Taco Bell revealed its first logo refresh in over 25 years and follows the recent unveiling of new restaurant design concepts. These latest developments represent the brand’s evolution and growth plan to become a $15 billion brand by 2022 while adding 2,000 new restaurants globally and 100,000 new jobs in the U.S.
“If you’re going to throw a party to celebrate the growth and evolution of your brand, there’s no better place to hold it than Las Vegas,” said Taco Bell CMO, Marisa Thalberg. “This flagship restaurant is our ultimate expression of the Taco Bell brand, and lifestyle."
Las Vegas becomes the fourth Taco Bell Cantina restaurant to open, following Wicker Park Chicago, SOMA San Francisco and Austin, and the first of its kind to offer 24-hour service. The flagship restaurant is centrally-located on the Las Vegas Strip on Harmon Corner, directly across from CityCenter and The Cosmopolitan Hotel.
The restaurant will offer a dining atmosphere fit for the lifestyle of the Vegas Strip, inclusive of experiences unique to Taco Bell Cantinas:
While Taco Bell restaurants have seen continuous evolution, the logo has remained unchanged. In fact, the previous logo made its debut back in 1995.
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 is partnership with the leading creative consultancy Lippincott and Taco Bell’s internal design group, TBD.
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 layout, 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.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet-inspired Cantina Power® Menu, lower calorie Fresco options and is the first QSR restaurant to offer American Vegetarian Association (AVA)-certified menu items. Taco Bell Breakfast offers portable, classic items such as the A.M. Crunchwrap, Biscuit Taco and signature breakfast burritos. The company encourages customers to “Live Más,” both through its food and in ways such as its Feed The Beat® music program and its nonprofit organization, the Taco Bell® Foundation™. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 40 million customers every week.
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SOURCE Taco Bell