Shopping Centers Today International

FEB 2016

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 29 of 59

"Our urban locations are designed with the current Millennial lifestyle in mind," said Matthew Prince, a spokesman for Irvine, Calif.–based Taco Bell Corp. "There are more Millennials than ever, living in urban settings, who don't rely on cars to get around most of the time and have no need for a drive-through or parking lot," Prince said. "Our urban lo- cations are designed to meet their lifestyle wants and needs and [to] integrate seam- lessly into their neighborhoods." The first Taco Bell Cantina opened in Chicago's Wicker Park neighborhood last September, leveraging the charac- ter of a century-old building with some restored brick walls, prismatic glass and a mural that is the work of a local artist. The second Cantina opened a few weeks later in San Francisco, near AT&T Park. That site offers a patio and a mobile pickup window. Besides incorporating some of the he neW APPrOACheS ThAT Taco Bell Cantina represents are hardly cosmetic or standard-issue. Taco Bell Corp.'s latest concept scraps the usual drive-through lanes and introduces localized design, tapas-style menu items intended to appeal to an urban clientele, and even alcoholic beverages. And the urbanized element is offered unapologetically. architectural and design styles of the neighborhoods they serve, and the urban-pedestrian emphasis, Cantina units will embrace such trends as open- kitchen design, green building and re- source conservation. A strong technol- ogy push is evident in the digital menu boards, TV monitors, and a mobile- ordering-and-payment app. "Taco Bell's urban restaurants remove the one-size- fits-all development model of typical quick-service restaurants," Prince said. Those first two Cantinas measure about 1,500 square feet each, equal to the smallest conventional Taco Bells, but they could as easily operate in spaces 500 square feet smaller, says Prince. Thus, with the chain's conventional restau- rants occupying spaces as large as 2,700 square feet, Taco Bell can work with a range of sizes and configurations. This T City-Mex cuisine TACO BELL'S CANTINA CONCEPT IS DESIGNED FOR URBAN MILLENNIALS By Matt Hudgins r e T a i l i n g T o d a y 30 S C T / F E B R U A R y 2 0 1 6

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