— CNBC (@CNBC) June 4, 2015
Taco Bell is rebranding, and they’re doing it in the best way possible: by serving booze.
Founded in 1962, the California-based Tex-Mex fast food chain has over 6,500 stores in the United States and is also present in two dozen countries. Yet only one of these locations will begin testing in-store alcohol sales as part of Taco Bell’s rebranding strategy.
The lucky restaurant is in Wicker Park, Chicago, will soon be serving “beer, wine and boozy ‘freezes.'” Alcohol will only be sold to sit-down patrons and will not be available to go. Taco Bell will be using different colored cups to ensure that customers do not try taking their alcoholic beverages outside.
This boozy strategy is just another step in the company’s plan to change its image. Last month, Taco Bell announced that it will remove artificial coloring and flavors as well as additives like additional trans fat and high-fructose corn syrup. This process will reportedly take several years.
Aside from the new adult menu options, the Wicker Park location is also undergoing a stylistic transformation that will give the restaurant a more modern, urban feel. The chain has yet to announce if more stores will soon be offering alcoholic options, but we can only hope.
What do you think? It won’t be long until you’re ordering a cerveza alongside your Crunchwrap Supreme.
While you’re at it, check out these seven crazy fast food fails that never made it to market:
It won’t be long until you’re ordering a cerveza alongside your Gordita Supreme.