Taco Bell, owned by Yum! Brands Inc. (NYSE: YUM), has announced its (temporary) entrance into the hotel industry. Starting in June, fans of the brand can reserve a room at The Bell: A Taco Bell Hotel and Resort for stays starting on Aug. 9. To create its resort, Taco Bell is taking over a Palm Springs hotel and turning it into “the biggest expression of the Taco Bell lifestyle to date,” according to a statement from the company. The hotel will only be open for a limited time and fans must be 18 or over to stay.
A press release announcing details of the plan states: “From check-in to check-out, The Bell: A Taco Bell Hotel and Resort reimagines what a hotel stay can be, unveiling a destination inspired by tacos and fueled by fans.” It continues on to say: “Everything from guest rooms to breakfast and poolside cocktails will be infused with a Taco Bell twist.” The exact details of the décor and the name of the hotel being taken over have not been disclosed yet.
The hotel will reportedly feature menu items that many consumers may not be aware of, including several unique menu items that will only be available at the hotel. There will also be an onsite salon offering Taco Bell-inspired nail art and hairstyles options. Matt Prince, senior manager of public relations and brand experience at Taco Bell, called the hotel plan a way “to ensure that Taco Bell has a really special place in culture.”
Stunts like this one raise brand awareness and allow fast food chains to set themselves apart in a crowded market. The promotion also gives Taco Bell a way to give customers something different without putting pressure on its franchisees. Visitors to the hotel can act as unofficial brand ambassadors on social media. More details about The Bell are expected to be coming soon.