Taco Bell Targets Millennials with Fresh “Cantina” Concept
October 13th, 2015 by Fiedler Group
In an effort to reach the Millennial demographic where they live, work, and play, Taco Bell will open its first “Cantina” concept offering alcoholic beverages in Chicago’s Wicker Park neighborhood.
A second location will open in San Francisco, near the Giant’s AT&T Park location on the bay.
The “Cantina” name is reserved only for urban locations serving alcohol.
The San Francisco unit will offer beer and wine; the Chicago unit will offer the same, plus a selection of sangria, and a line of Twisted Freezes paired with rum, tequila, or vodka.
In addition to the chain’s standard menu, the “Cantina” locations will also serve shareable tapas, including Chili Cheese Nachos, a Rolled Taco Platter, mini quesadilla nachos, and chicken tenders.
What’s more, rather than the traditional closed packaging inherent to quick serve restaurants, the “Cantina” units will serve food in open baskets, further differentiating the concept and customer experience.
The Irvine, California-based chain indicates the launch of the “Cantina” concept is in line with its commitment to open 2,000 new units by 2022.
Particular to this growth opportunity was in urban environments.
To tailor the locations and customer experience to this geographic, the new units do not have a drive-thru option. Instead, they are more pedestrian friendly, now offering the chain’s first takeout window made specifically for mobile orders.
Further differentiating the “Cantina” concept from the traditional Taco Bell location, the new units will be designed to capture the local flavor of the town.
For instance, the Wicker Park location features a mural by local artist Revise CMW, while the San Francisco location is lined with large flat screens where patrons are able to watch baseball games, due to the location’s proximity to AT&T Park.
The units will also leverage the idea of transparency, with more open kitchens that reinforce the use of fresh, Mexican ingredients.
Taco Bell believes the “Cantina” elements will be incorporated into traditional units, with 200 new restaurants opening per year, with another 400 being remodeled.
Reports identified Boston, New York, or Columbus, Ohio as possible locations for additional “Cantina” units.
To learn more about Fiedler Group’s expertise in the food service industry, please contact us today.
