U.S. Taco Co., Fancy New Taco Bell Concept: Blame Instagram

Categories: Wake Up Call

us-taco-co-food.jpg
Coutresy of Taco Bell and Yum Foods
A pricey taco, some fries, and a milkshake are coming soon to a U.S. Taco Co. near you.
That's right, ya bunch of "foodies." Taco Bell's new attempt as cashing in on the upscale street taco trend is set to open this summer in Huntington Beach. However, the menu at U.S. Taco Co., which includes some interesting looking milkshakes, beer, and french fries for some reason, also has tacos priced as high as $7.

It's hard to imagine this concept surviving in a place like Phoenix with our already overabundant supply of cheap and authentic street tacos. And just how does Taco Bell justify those steep prices?

See Also: Taco Bell's New Waffle Taco: A Taste Test


According to TIME, Jeff Jenkins, a senior brand manager at Taco Bell, says that the times are a-changin' and Taco Bell is ready to dip their toes into the over-priced food market because your hip cell phone pictures prove that you're willing to shell out for it.

"We realized that at Taco Bell we weren't reaching all of those who want Mexican food," says Jenkins. "Everyone in the U.S. has become a foodie. The first thing young people do in a restaurant is take out their camera and take a picture of their food -- and post it on Instagram."

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Courtesy of Taco Bell and Yum Foods.
"This restaurant looks so Instagrammable that I am totally willing to shell out three times what I should pay," said no one ever,
The TIME article says U.S. Taco Co. has ten planned taco options, one of which has lobster and another brisket, but we're holding out for the $25 gordita supreme with gold-encrusted chorizo and foie gras.

No word yet on when we can expect to see a Phoenix-area U.S. Taco Co., which makes you feel like your stuttering when said aloud, but we're guessing if our market couldn't support an amazing, inexpensive taqueria like Tacos Atoyac, then there won't be a U.S. Taco Co. for long.

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7 comments
piling-on
piling-on

This could give rise to the McPrime Rib.

Chris Saltzman
Chris Saltzman

No, and these people should be ashamed for cribbing an already overdone concept (Pink Taco, El Jefe)

Jennifer Bronski Dangremond
Jennifer Bronski Dangremond

The taco, probably not but a BIG maybe on the shake described in the national press release as a "vanilla shake with Guinness, tequila caramel sauce and chocolate flakes."

Rose Sky
Rose Sky

I'd still rather get Chipotle's 3 tacos for under $7.

Suz Gallo
Suz Gallo

A 25 dollar gordita? If I'm going to pay that much for a meal the table better have linen on it. I don't care if the restaurant is a picturesque version of Taco Bell. This just doesn't seem like a good business idea at all. But what do I know? The public will probably eat this sh&$ up!

piling-on
piling-on

Um, yeah, I think that was just a little editorial humor on New Times' part. You sure are pretty, though.

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