Taco Bell Menu: Fast Food Chain to Serve Alcohol in New Chicago Restaurant
Taco Bell is using a new technique to attract millennials: alcohol.
Yum Brands Inc., the Irvine-based company behind the Mexican-inspired food chain, has announced that a new Taco Bell restaurant in Chicago will sell beer, wine and alcoholic slushee-like drinks called "mixed alcohol freezes," reports The Los Angeles Times.
Once the new restaurant opens in Chicago's Wicker Park neighborhood this summer, patrons will be able to purchase a cold brew to go along with one of the chain's signature meals, such as the Doritos Locos Taco, Sriracha Quesarito and the Crunchwrap Supreme.
In a press release, the fast food company said that the restaurant will distribute special cups to designate the alcoholic beverage from the non-alcoholic drinks. The franchise that will test the new drinks will also monitor the alcohol sales through a third-party service and ensure that alcohol is served responsibly through a secret shopper service.
The introduction of alcohol to the menu comes is part of a new Taco Bell test design in certain urban markets, which is part of the company's plan to entice Millennials.
According to marketing experts, Millennials prefer places and products that seem less cookie-cutter and more "authentic" rather than traditional fast-food eateries, reports USA Today. As a result, the chain will also incorporate new features like exposed brick walls and a version of a chef's counter that allows customers to peer into an open kitchen while sitting on lime green bar stools. Plus, the food giant says the location "will highlight the work of local artists" to give it a neighborhood feel.
Taco Bell says that the modernized layout has already been launched in other places around the world, including South Korea, Japan and the United Kingdom.
Earlier this year, the taco giant announced that it will begin testing delivery services. And, if all goes well, this could mean that Taco Bell fans will have the option to have their favorite dishes delivered right to their front door.
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