Taco Bell unveils new urban-market brand

Taco Bell (NYSE:YUM) unveiled a new brand for urban markets, Taco Bell Cantina. The first cantina will open next week in Chicago, and a second later this month in San Francisco.

The new concept is an attempt to create a brand that caters to millennials living and working in urban areas, The OC Register reported. The new restaurant will feature alcohol, tapas and mobile ordering. Along with the typical Taco Bell menu, the evening selection will include a variety of nacho platters and rolled tacos.

Unlike traditional Taco Bells, cantinas will not have a drive-thru or be open 24 hours.

"These new urban restaurants are a critical part of our growth strategy in markets where people experience our brand differently," Brian Niccol, chief executive of Taco Bell, told The OC Register. "Today's consumers are living in more urban settings, and our new restaurants cater to their lifestyle in adapting our traditional restaurant concept to fit their modern needs."

The Wicker Park restaurant will be the first test, serving beer, wine, sangria and Twisted Freezes—alcohol infused slushy drinks. The location in San Francisco will only serve beer and wine, but will also feature a patio and mobile pickup window.

Taco Bell is looking to expand to 10 more locations next year.

The Taco Bell brand has been making quite a few changes over the past year to better serve millennial customers. This summer the quick food restaurant teamed up with DoorDash to offer delivery in more than 90 cities across California and in Dallas. Taco Bell also announced an in-app loyalty program to be implemented by the end of 2015.

For more:
-See this article in The OC Register

Related stories:
Taco Bell delivers in California, Dallas
Taco Bell to launch in-app loyalty program
Taco Bell mobile sales 20% higher than in-store
Taco Bell to launch an upscale fast-casual chain
Taco Bell taps president as new CEO