First, it was putting a hilarious talking dog in its commercials. Then, it was making a taco shell out of Doritos. Now, Taco Bell has unveiled its latest bit of fast-food genius: serving alcohol alongside its signature "Mexican-inspired" delicacies. This is truly a reason to celebrate. Taco Bell announced it will sell alcoholic beverages, including beer, wine and "mixed alcohol freezes" starting this summer. But, there's one big catch: you'll only be able to grab booze along with your Chalupa Supreme at one American Taco Bell location: the franchise in Wicker Park, Chicago. What has the rest of the country done to so upset the fast-food gods that we should be denied in this cruel way?
There are other caveats as well: customers will not be able to order their adult drinks to go. The alcohol will be served in marked cups, so employees can tell if someone tries to sneak out with margarita in hand. But, like we said, why would you even want to leave the restaurant?
The new menu additions are part of a larger campaign to revamp Taco Bell's image as more "fast casual," like Chipotle, Panera Bread and Five Guys — brands that are seen as healthier and higher quality than traditional fast-food outfits like McDonalds, Burger King and yes, Taco Bell. Taco Bell will also redesign many of its locations to go along with its new image. An artist's rendering showed an open kitchen and exposed brick wall, a layout that's more in line with the company's locations in South Korea, Japan and the UK.
Sounds good to us.
We think a road trip to Chi-town is in order this summer.
Cover image via Lady May Pamintuan/Flickr