Taco Bell has had some wacky promotions over the years. First there was the Dorito-shell taco, and soon after, the fast food chain offered a breakfast menu, featuring items such as a breakfast burrito and a waffle taco.
Now, the fast food taco joint’s Chicago locations are expanding their drink menu, and will be offering beer, wine, frozen mixed drinks, and sangria as a more refined means to wash down that cheesy gordita crunch.
Prior to this shift, the restaurant only offered soft drinks, a beverage that is consumed at a rate of 500 cans per year by the average American.
According to NPR, Taco Bell’s decision to offer alcoholic beverages is an attempt to attract more millennials to the fast food restaurant. Taco Bell hopes that this concept “redefines fast food experience,” facilitating more of a luxury dining experience rather than the typical grab-and-go style.
The new Taco Bell restaurants will instead be called “Cantinas” and will no longer have a drive-through. Unlike old models of the chain restaurant, these cantinas will have open kitchens as well as digital menu boards and mobile applications that will allow patrons to pay and order easily — merging the convenience of a typical fast-food restaurant with a slightly more upscale dining option.
This marketing attempt is fairly new for Taco Bell. For years, the fast-food restaurant relied heavily on a Spanish-speaking Chihuahua to bring customers in via their commercials — making “Me quiero Taco Bell” a household phrase that paid off. But now, Taco Bell is amping up their strategies, bringing in a promotion that is not only attractive to Milennials, but is an act of rebranding that will easily pad that $4 burrito purchase.
Currently, Chicago is the only area where customers making a “run for the border” can sip alcoholic beverages. However, San Francisco will be the next location to pair sangria and Crunch Wrap Supremes.