Taco Bell is opening up a specialized concept taco restaurant in Huntington Beach, Calif., this summer, in efforts to keep in stride with Chipotle's specialized pizza locations.
The company also aims to attract customers who don't normally frequent their locations, Nation's Restaurant News reported Thursday.
Taco Bell's CEO told The Orange County Register he is looking forward to seeing what comes of the franchise chain's new endeavor.
"I would love one day to see 1,000 of these," Taco Bell CEO Greg Creed said. "But let's not get that far ahead of ourselves. We're opening a restaurant and seeing what happens."
The location will be called U.S. Taco Co. and Urban Taproom. The menu will offer 10 premium tacos, thick-cut fries and shakes, according to Nation's Restaurant News.
The menu will not have Taco Bell's normal selection of Doritos Locos Tacos, burritos, Crunchwrap Supreme products or drive-thru windows - this is the company's attempt to corner a more upscale market.
Instead, patrons can purchas $4 tacos, or two for $7 and three for $10 if customers want more than one. The company plans to add a craft beer and wine menu as well.
Additional new selection of menu items will include the "One Percenter," with garlic buttered lobster accompanied by red cabbage slaw and pico de gallo on crispy fry bread.
There is also the "Brotherly Love" sandwich, in honor of the Philly Cheesesteak, with regular french or steak fries as a side item.
Checks will come out to between $11.50 to $12 when customers purchase an entree and drink, compared to Taco Bell's current $7.20 average.
Chipotle unveiled a conceptual store selling pizza on Dec. 18. Customers can choose from 10 classic pizzas, and four American classics, according to a press release on the company's press release.
The locations also have salads and sides such as prosciutto and meatballs. Red or white Italian wine is also available.
A pizza station also allows customers to make their own pie before it's baked.
Chipotle implemented the idea at a location in May, after deriving from another pizza place in Boulder, Colo., called Pizza Locale, according to the press release.
