Taco Bell To Open ‘The Bell’ Hotel

To provide consumers with an immersive way to experience its brand, Taco Bell is launching The Bell: A Taco Bell Hotel and Resort in Palm Springs, California for a limited time this summer. The property’s amenities, from poolside cocktails to guest rooms to breakfast choices, will boast a “Taco Bell twist,” the quick-service restaurant (QSR) chain said in an announcement, which described the concept as a “tacoasis.”

Taco Bell‘s Chief Global Brand Officer Marisa Thalberg said in the announcement, “The Bell stands to be the biggest expression of the Taco Bell lifestyle to date. It will be fun, colorful, flavorful and filled with more than what our fans might expect. Also, just like some of our most sought-after food innovations, this hotel brings something entirely new for lucky fans to experience and enjoy.”

The company said a gift shop will feature exclusive apparel with summer styles for fans. In addition, guests can visit a Taco Bell-inspired on-site salon for fades, nail art and a braid bar. The property will also “deliver beloved iconic flavors and introduce new menu surprises only available at the hotel,” the company said in an announcement. Reservations will reportedly open in June.

In other Taco Bell news, the QSR is bringing new technology into its brick-and-mortar restaurants across the country, per reports in January. The company is deploying self-service kiosks to help modernize its restaurants and provide new ordering experiences to customers. Through the devices, diners can peruse the Mexican-inspired chain’s menu and customize selections to their tastes and dietary needs.

In one case, customers can swap out beef for beans in the Crunchwrap Supreme to make the dish vegetarian. Diners who want to bring on the heat can add jalapenos to a bean burrito. Customers can use the kiosks to pay with credit cards or the company’s gift cards, but they can also pay with cash at the counter if they choose.