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Taco Bell is launching a new upscale chain Published: April 25, 2014

There are some people who would never eat at a Taco Bell. The fast food chain’s executives know this and they won’t bother trying to convince them otherwise. But how about enjoying a meal at U.S. Taco? Sounds better, right? U.S. Taco is the chain’s new alter-ego American-inspired restaurant (as opposed to Mexican-inspired, which is how company reps describe Taco Bell’s offerings.)

Bloomberg Businessweek reports the first U.S. Taco opens this summer in Huntington Beach, California, not far from Taco Bell headquarters. “I would love one day to see 1,000 of these,” Taco Bell chief executive Greg Creed told the Orange County Register. “But let’s not get that far ahead of ourselves. We’re opening a restaurant and seeing what happens.”

H/T: Yahoo
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