Taco Bell thought its concept — U.S. Taco Co. — could take on Chipotle and, failing that, at least give it a toe-hold in the rapidly growing fast casual dining market. But, after just one year of being open in Huntington Beach, California, its first and only outpost has closed.
Among the problems facing the upstart: difficulty obtaining a liquor license. As we’ve written here, many of the more successful fast casual chains offer beer and wine to their customers, appealing to cost-conscious millennials as well as parents of young children, who may want a beer with their dinner without having to bring the kids to a full-service, sit-down restaurant to do so.
While U.S. Taco Co. may be dead, Taco Bell will continue its foray into the upscale quick service space with yet another new concept (with booze included), Taco Bell Cantina. The first of those opened in Chicago and San Francisco last month.