Taco Bell Debuts First Flagship With New Logo

This week, customers in Las Vegas saw the chain’s refreshed logo at Taco Bell’s 7,000th restaurant.

November 16, 2016

LAS VEGAS – This week, Taco Bell made its debut on the Las Vegas Strip, becoming the brand’s 7,000th restaurant and first flagship destination. Alongside its opening, Taco Bell revealed its first logo refresh in more than 25 years, which follows the recent unveiling of new restaurant design concepts. These latest developments represent the brand’s evolution and growth plan to become a $15 billion brand by 2022, while adding 2,000 new restaurants globally and 100,000 new jobs in the United States.

“If you’re going to throw a party to celebrate the growth and evolution of your brand, there’s no better place to hold it than Las Vegas,” said Marisa Thalberg, chief marketing officer at Taco Bell Corp, in a press release. “This flagship restaurant is our ultimate expression of the Taco Bell brand and lifestyle.”

Las Vegas becomes the fourth Taco Bell Cantina restaurant to open. For the first time, customers can purchase exclusive Taco Bell merchandise and memorabilia in the restaurant, such as hats, shirts and bags. Select branded merchandise will also be available online in Taco Bell’s Taco Shop.

The flagship restaurant features digital menu boards and digital queues to monitor customers’ order processes, in addition to portable ordering tablets to reduce wait times. An open kitchen design and food served in open-faced baskets give customers a look inside Taco Bell’s quality ingredients.

The previous logo made its debut back in 1995. In what the brand terms an “evolution, not revolution,” the new logo mirrors the new restaurant strategy: one size doesn’t fit all. In this modern take, color makes a splash and allows customization through patterns and textures, giving usage flexibility while maintaining its iconic framework.

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