Some people would never eat at a Taco Bell. The fast-food chain’s executives know this, and they won’t bother trying to persuade them otherwise. But how about enjoying a meal at U.S. Taco? Sounds better, right? U.S. Taco is the chain’s new alter ego, an American-inspired restaurant (as opposed to Mexican-inspired, which is how company reps describe Taco Bell’s offerings.)
The first U.S. Taco opens this summer in Huntington Beach, Calif., not far from Taco Bell (YUM) headquarters. “I would love one day to see 1,000 of these,” Greg Creed, Taco Bell’s chief executive, told the Orange County Register. “But let’s not get that far ahead of ourselves. We’re opening a restaurant and seeing what happens.”
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