Not Your Parents' Fast-Food Restaurant

Brand: “Now that we’ve freed ourselves from one size fits all, this is the tip of the iceberg. We’ve always allowed our customers to customize everything on the menu, so why not in our restaurants?”

IRVINE, CA— Taco Bell ‘s recently revealed design changes reflect a desire to be more locally relevant and to blur the distinction between quick-serve and any other restaurant category, the firm’s VP of development and design Deborah Brand tells GlobeSt.com. As we recently reported , as part of its expansion plans to open 2,000 new restaurants by 2022, Taco Bell is unveiling and testing four new restaurant designs built to reflect the vibrant communities in which they operate. We spoke exclusively with Brand about how the designs were created, what consumers look for in a quick-serve restaurant and how this branch of the restaurant industry is changing due to consumers’ shifting buying habits. GlobeSt.com: What went into creating the new Taco Bell designs you’re revealing? Brand: It stems initially from our desire to be more locally relevant as we expand into more urban environments and international locations. When the brand started, familiarity gave consumers more comfort. Now, consumers are looking for innovation. We are one of many teams in the company ( Yum! Brands Inc. ) that’s reinventing themselves. As a brand in an era of transformation, we are showing that in a new way in our buildings. GlobeSt.com: What is most important to consumers in a quick-serve restaurant, and how does this related to design? Brand: For us and quick services in general, value and convenience still remain important pillars. We look at a comfortable dining space as added value. It’s a great space to dine at the same price as before. Speed becomes increasingly important in a world where time is the most valuable commodity. We will continue as a brand to motivate in a mobile app and look to provide new formats and footprints to reach customers no matter where they are. Health is also important to consumers, so we’re reducing sodium and sugar, removing preservatives and using cage-free eggs without adding to the price. We’re also adding amenities for a better environment, such as free Wi-Fi and outdoor patios.

The new Taco Bell Heritage design takes the retailer back to its culinary roots of Mexican-inspired food with a twist. The style is a modern interpretation of the brand’s original Mission Revival style, characterized by warm white walls with classic materials in the tile and heavy timbers. ***Photo courtesy of Business Wire.

GlobeSt.com: How is the quick-serve restaurant market changing as consumers’ buying habits change? Brand: The food team is continuing to push toward healthier and healthier options. Taco Bell is not famous for this, but it’s the right thing to do, and consumers are looking for this. But there will be less distinction between quick-serve and restaurants in general in the future. Most people have less time than ever, so if we can actually provide an appealing dining option and maintain the quick-serve qualities, this bodes well for consumers. Most people don’t have time to spend a huge portion of their day waiting for food—particularly if they’re going out for breakfast, lunch and dinner. Beyond that, people have more and more choices, so it’s important to be able to provide amenities that are important to them and create distinction between each restaurant in our brand. For example, we feature music curated from our own Feed the Beat musicians, and certain locations may consider dedicating an area of the restaurant to hosting big parties. There’s not just one answer for all of the restaurants, but we want to make it more occasion based. GlobeSt.com: What else should our readers know about the new Taco Bell designs? Brand: Now that we’ve freed ourselves from one size fits all, this is the tip of the iceberg. We’ve always allowed our customers to customize everything on the menu, so why not in our restaurants? Consumers are important to shaping our brand, so we want to create opportunities to be more interactive with our customers in our restaurants and talk about some of the things that involve them. What results will be from a combination of us and them. We also offer a scholarship program for students who don’t fit the mold of athleticism or academics and are choosing a different route to greatness; we want to encourage from the artistic or music community how to bring this to life in an experiential way in our restaurants.