Well damn, I didn’t see this coming.
LOUISVILLE, Ky. – Taco Bell, often a late-night indulgence with its inexpensive fare, is going more upscale.
The chain said Wednesday it plans an early July rollout of a menu addition created by celebrity chef Lorena Garcia for its nearly 5,600 U.S. restaurants. New items feature such ingredients as black beans, cilantro rice, citrus- and herb-marinated chicken and cilantro dressing.
The introduction of items that Taco Bell executive Brian Niccol described as “gourmet Mexican,” is a venture onto the turf of casual-dining chains such as Chipotle Mexican Grill and Qdoba Mexican Grill known for higher-quality ingredients.
Since they hired chef Lorena Garcia, as opposed to Lorena Bobbitt, I guess it’s safe to say that hotdogs won’t be on the menu.
I don’t really see the reason for this. If I want more “upscale” Mexican fast food (let’s face it, none of the aforementioned places is really upscale), I’d go to Chipotle or Moe’s (we don’t have Qdobo around here). I go to T-Bell when I’m in the mood for some cheap Mexican(ish) fast food. These new menu items don’t do anything for me.
But hey, maybe Taco Bell’s senior leadership knows something I don’t. I guess that’s why they’re going to win the franchise wars.