A first look at U.S. Taco Co., a Taco Bell side project with lobster
SEAFOODNEWS.COM [Los Angeles Times] By Jenn Harris - August 13, 2014 -
U.S. Taco Co., a new fast-casual taco restaurant in Huntington Beach, California opened Monday.
But with lobster, brisket, ghost chile ketchup and milkshakes on the menu, many were surprised to find that the company behind the new venture is none other than Taco Bell.
After conducting a dining survey about 18 months ago with Taco Bell, Jeff Jenkins, who is heading the launch of the first U.S. Taco Co., found that a certain demographic simply won't eat at fast food restaurants. Aiming for that group of people, who favor restaurants such as Chipotle, Jenkins and his team decided to open a fast-casual taco concept.
Taco Bell funded an eating tour of the country for Jenkins and U.S. Taco Co. executive chef Rene Pisciotti for menu research. The two decided to take their favorite, most iconic American meals and turn them into tacos. That translates to a menu of tacos inspired by Philly cheese steaks, lobster rolls from Maine, Tex Mex queso and Southern fried chicken.
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