Taco Bell is transforming. The brand just announced its newest venture—a pop-up hotel resort fittingly named “The Bell” set to open this summer in Palm Springs, California. Here’s what the bold move could mean for the eatery and its competitors in the firey fast food playing field.
Classified as a place of respite and refuel, The Bell hopes to temporarily house thrifty musicians on the road, among others, and will come complete with bellhops, Baja Blasts, and hot sauce packet floaties at the ready. To top it off, the resort holds a taco-themed nail salon and gift shop with branded merch. Those interested in reserving a room can sign up on Taco Bell’s website, according to a teaser the restaurant rolled out earlier this month on YouTube.
By serving up things like merch, pool floaties, and a nail salon, Taco Bell is tapping into the experience-based aspect of its initiative—something millennials consumers in particular have a penchant for. Additionally, the resort could become the next social media destination, similar to the blogger blowouts thrown by brands like Revolve. This isn’t a surprise, since Taco Bell has a history of keeping up with social platforms, as does its parent brand, Yum!, according to Gartner L2’s Digital IQ Index: Restaurants. The brand frequently posts on Instagram Stories to drive customers to stores and generates high engagement with its sizeable Twitter following.
Banking on brand mega-fans is a strategy Taco Bell has believed in before. Fans fawned over the eatery when it introduced the Taco Bell Wedding Package in 2017, but the latter will have to wait and see if its upcoming hotel attracts the crowd it wants. One thing is for sure: there’s more to The Bell than meets the eye.