Taco Bell Wants to Serve You Booze

Craving a gordita and a side of booze? One new Chicago-area Taco Bell  set to open this summer has plans to serve beer, wine and “mixed alcohol freezes.” This location will be the first in the U.S. to serve alcohol. Taco Bells in Japan, South Korea and Spain already do.

The restaurant franchise is also testing a new design in urban markets that have already been launched in the United Kingdom, South Korea and Japan. The new design features a row of lime green stools alongside a bar that peers into an open kitchen that is flanked by an exposed brick wall. Taco Bell, which is owned by Yum Brands, Inc., is trying to appeal to millennials by shedding its fast food image. Marketers say that millennials prefer places and products that seem less “cookie cutter and more authentic.” (This might be why Chipotle is so successful among millennials.) Wendy’s is also following suit and has been pushing for a remodel of its restaurants that will include more inviting seating options.

Taco Bell also announced plans to drop artificial flavors and colors from its menu by the end of the year, with the exception of the co-branded Doritos Locos tacos.

The franchise in the Wicker Park section of Chicago plans to make sure that alcohol is served responsibly and a third-party secret shopper service will be hired to monitor alcohol sales.

Depending on how this turns out, more boozy Taco Bells could follow. Excited?

Brittney Fennell

Brittney Fennell

Brittney is the Associate Editor of Jawbreaker and a writer who has goals to disrupt culture in ways unseen.