U.S. Taco Co., Fancy New Taco Bell Concept: Blame Instagram

Keep New Times Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Phoenix and help keep the future of New Times free.

That's right, ya bunch of "foodies." Taco Bell's new attempt as cashing in on the upscale street taco trend is set to open this summer in Huntington Beach. However, the menu at U.S. Taco Co., which includes some interesting looking milkshakes, beer, and french fries for some reason, also has tacos priced as high as $7.

It's hard to imagine this concept surviving in a place like Phoenix with our already overabundant supply of cheap and authentic street tacos. And just how does Taco Bell justify those steep prices?

See Also: Taco Bell's New Waffle Taco: A Taste Test

According to TIME, Jeff Jenkins, a senior brand manager at Taco Bell, says that the times are a-changin' and Taco Bell is ready to dip their toes into the over-priced food market because your hip cell phone pictures prove that you're willing to shell out for it.

"We realized that at Taco Bell we weren't reaching all of those who want Mexican food," says Jenkins. "Everyone in the U.S. has become a foodie. The first thing young people do in a restaurant is take out their camera and take a picture of their food -- and post it on Instagram."

The TIME article says U.S. Taco Co. has ten planned taco options, one of which has lobster and another brisket, but we're holding out for the $25 gordita supreme with gold-encrusted chorizo and foie gras.

No word yet on when we can expect to see a Phoenix-area U.S. Taco Co., which makes you feel like your stuttering when said aloud, but we're guessing if our market couldn't support an amazing, inexpensive taqueria like Tacos Atoyac, then there won't be a U.S. Taco Co. for long.

Follow Chow Bella on Facebook and Twitter and Pinterest.

Keep Phoenix New Times Free... Since we started Phoenix New Times, it has been defined as the free, independent voice of Phoenix, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Phoenix with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.


Join the New Times community and help support independent local journalism in Phoenix.


Join the New Times community and help support independent local journalism in Phoenix.