Taco Bell is opening a Taco Bell-themed hotel

Taco Bell is opening a hotel.

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Taco Bell is opening a hotel.
source
Taco Bell

  • Taco Bell is opening a hotel in Palm Springs, California, in August.
  • Reservations for The Bell: A Taco Bell Hotel and Resort will open at 1 p.m. ET on Thursday, June 27.
  • First check-in begins on August 8, with final check-out on August 12.
  • “This idea of allowing people to kind of fully experience and embrace and immerse themselves in every aspect of the Taco Bell lifestyle led us to the idea of doing a hotel,” Taco Bell’s chief global brand officer, Marisa Thalberg, told Business Insider.
  • Visit Business Insider’s homepage for more stories.

Taco Bell is opening a hotel.

On Thursday, the fast-food chain announced that reservations for The Bell: A Taco Bell Hotel and Resort in Palm Springs, California will open at 1 p.m. ET on Thursday, June 27, on the hotel’s website. First check-in begins on August 8, with final check-out on August 12.

The hotel has more than 70 rooms, with costs starting at $169 per night. Reservations will be granted on a first-come, first-serve basis – so be sure to check the hotel’s website at 1 p.m. ET on Thursday.

Taco Bell said the hotel would be fully Taco Bell-themed, with new menu items, a gift shop, and a nail-art, fades, and braid bar inspired by the chain.

And executives want to be clear: This isn’t a stunt, but part of Taco Bell’s wider strategy of moving the brand beyond the traditional fast-food experience.

Read more: Taco Bell is selling a pool float shaped like a hot sauce packet that’s perfect for spicy food lovers

The Bell: A Taco Bell Hotel and Resort.

caption
The Bell: A Taco Bell Hotel and Resort.
source
Taco Bell

“This idea of allowing people to kind of fully experience and embrace and immerse themselves in every aspect of the Taco Bell lifestyle led us to the idea of doing a hotel,” Taco Bell’s chief global brand officer, Marisa Thalberg, told Business Insider.

Thalberg said Taco Bell’s experience with hosting weddings in Taco Bell’s Las Vegas Cantina instructed the chain’s thinking around the hotel. Since Taco Bell began hosting weddings there in 2017, more than 165 couples have gotten married at the festive location.

“We’re really just creating experiences that feel like a reflection and extension of the essence of Taco Bell at its very best,” Thalberg said. “Oftentimes they’re born out of real consumer insights or behaviors. And I think that’s what makes them very valid and very legitimate.”

While The Bell is set to be open for just four nights, Thalberg said she would “never say never” to a full-time Taco Bell-themed hotel.

Correction: An earlier version of this article mistakenly said that reservations would be open starting on Friday, June 21.