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Taco Bell is Growing Up with U.S. Taco

Item: YUM brands is opening a new restaurant called U.S. Taco that will offer unique and “upscale” flavors and forms, including “The One Percenter,” which has fresh lobster in garlic butter with red cabbage slaw and pico de gallo on crispy fry bread. Other items include shakes infused with alcohol, spicy thick-cut fries and 10 kinds of “premium style tacos.”

Why it Matters: This model seems to be in direct contrast with Taco Bell’s current image—it ages the brand up a little, looking to expand the YUM brand as Millennials and Gen Xers continue to age (and grow up, as well). YUM seems to be one of the first brands to recognize that Millennials are not going to be early 20-somethings forever.


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