Taco Bell Goes From ‘Fourth’ Meal To ‘Fourth’ Star: US Taco Co. Has Arrived

Taco Bell has always been known for it’s cheap tacos and large array of of specialty burritos, tacos, and combinations of the two. Over the years, in an effort to compete with the ever expanding Tex/Mex restaurant market, they have released fancy drinks, new desserts, healthy options, “Fourth Meal,” and most recently, breakfast.

Just when you thought their breakfast competition menu was the most interesting development in the Taco Bell universe, they have opened the first “upscale” off-shoot to compete with the likes of Chipotle and other similar restaurants. Welcome to US Taco Co. The Taco Bell off-shoot was announced as early as April of this year.

Foodbeast reported that the concept was Taco Bell for “people who did not like Taco Bell,” co-founded by Chef Rene Pisciotti and Marketing Director Jeff Jenkins.

“Inspired by travel and foodie culture, the menu takes America’s most iconic dishes, from philly cheesesteaks to fried chicken, and transforms them in a way only Taco Bell knows how. That is, by making them into tacos that aren’t really tacos, but taste pretty bomb anyway.”

The Los Angeles Times, which reviewed the very first US Taco Co. in Huntington Beach, California, has called it “fast casual.” It has been 18 months in the making, from surveys to an ‘eating’ tour, according to the LA Times.

“After conducting a dining survey about 18 months ago with Taco Bell, Jeff Jenkins, who is heading the launch of the first U.S. Taco Co., found that a certain demographic simply won’t eat at fast food restaurants. Aiming for that group of people, who favor restaurants such as Chipotle, Jenkins and his team decided to open a fast-casual taco concept. Taco Bell funded an eating tour of the country for Jenkins and U.S. Taco Co. executive chef Rene Pisciotti for menu research.”

In the LA Times review, they reported that there are currently 10 six-inch tacos. One of which is called the “Winner, Winner Chicken Dinner” (picture below).

Milkshakes and steak-cut fries are another feature on the menu. The milkshakes will have rotating flavors. The flavors, at the time of the LA Times review, were:

“[T]he ‘Friggin’ Fried Ice Cream’ with vanilla ice cream, caramel and Cinnamon Toast Crunch cereal, the ‘Choco Loco’ with chocolate ice cream, Mexican-spiced chocolate sauce and chocolate flakes, and the ‘Shut Your Pie Hole’ with vanilla ice cream, strawberries and pie crust pieces.”

Though this almost modernized reinvention of Taco Bell might not attract the usual cash strapped, casual eater who normally eats the plain tacos, US Taco Co. should manage to bring in the younger demographic. In addition to regular Taco Bell patrons, it also the ability to bring in new fans.

It seems like Mexican-American food took a truly in-depth tour of the U.S., and has brought samples from all over the country together. At this time, though there are plans to expand; the current California location is the only one.

As far as decor goes, it brings Taco Bell colors and jazzes it up with a Dia De Los Muertos skull and a modern atmosphere aching to very bright TGI Fridays. Mr. Jenkins told the LA Times:

“I learned the holiday is a celebration of life, not death, and it’s really a food holiday,’ said Jenkins. ‘Music is going to be pumping in here, and it’s going to be lively.'”

So, foodies and all other food lovers, what are your thoughts? Will you be attending US Taco Co. if and when it hits your town?

[Images Courtesy of US Taco Co.]