Taco Bell (YUM) executives are launching a fast-casual restaurant called US Taco Co.
The restaurant will be a bit pricier than Taco Bell but it will have a wider selection, a better atmosphere and ingredients of higher quality. US Taco Co. will offer tacos, fries, shakes and many other products inspired from the food truck scene.
US Taco Co. is expected to resemble the Chipotle (CMG) atmosphere. The burritos and tacos restaurant dominates the fast-casual market.
The first US Taco Co. will be released in Huntington Beach a few months from now. Although that location won’t serve alcohol, others will.
A second US Taco Co. will be released in the Los Angeles area and it will serve booze. The restaurant will even offer an alcoholic milkshake with vanilla ice cream, tequila caramel sauce, chocolate flakes and Guinness stout.
YUM stock is up about 0.05% Thursday. CMG stock is up close to 1%.
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