Taco Bell Corp. has given customers weddings with chalupas in Las Vegas, frozen cocktail drinks at Cantina restaurants and branded fashion apparel by Forever 21.
What will the chain do next to appeal to the lifestyles of its biggest fans? A “tacoasis” pop-up hotel, of course.
The Irvine, Calif.-based chain plans to debut The Bell: A Taco Bell Hotel and Resort in Palm Springs, Calif., this summer. The hotel will open for a limited time starting Aug. 9 and be infused with Taco Bell branding from the décor in the guest rooms to the sauce packet floaties found poolside.
“Even the salon will offer unique Taco Bell-inspired nail art, fades and a braid bar,” the company said.
Marisa Thalberg, Taco Bell’s chief global brand officer, called The Bell hotel the “biggest expression of the Taco Bell lifestyle to date” as it is inspired by tacos and fueled by fans.
Resort guests can also expect special Taco Bell food creations that are only found at the hotel.
“It will be fun, colorful, flavorful and filled with more than what our fans might expect,” Thalberg said in a statement. “Also, just like some of our most sought-after food innovation, this hotel brings something entirely new for lucky fans to experience and enjoy.”
Taco Bell offered no other details about the immersive Taco Bell resort, including which hotel the brand is taking over and the cost of the rooms. Reservations open in June for adults 18 and over.
Offering Millennials behind-the-scenes and immersive experiences are routine marketing strategies for Taco Bell, a division of Yum Brands Inc. Two years ago, Taco Bell partnered with reservation system OpenTable to provide 32 super fans an exclusive five-course meal at the chain’s Southern California test kitchen.
The meal featured fine-dining-inspired dishes made with Taco Bell foods.
That same year, the brand offered quickie wedding ceremonies for $600 at the brand’s flagship Taco Bell Cantina in Las Vegas.
Taco Bell has more than 7,000 restaurants in in the United States and 500 internationally in nearly 30 countries.
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