The executives of Taco Bell have announced a new venture to take on the upscale, zany taco world. It will bear no resemblance to Taco Bell, but will most certainly serve tacos; but not just the ordinary variety. No, the new concept, called U.S. Taco Co., will feature tacos of all kinds including Philly Cheesesteak Taco called the Brotherly love and another inspired by southern chicken dinners called Winner Winner. The fun mixmatch concoctions don’t stop there though. Their second location slated for Los Angeles will be serving up boozy floats and milkshakes like the Mexican Carbomb which is a mix of vanilla ice cream, tequila caramel sauce, chocolate flakes and Guinness stout.

The identity pulls from the cliche, but fun, Dia Del Los Muertos’ candy skull imagery and goes from there. The interiors pull from the colorful mexican style of design with bright blues, yellows in a fun, semi-upscale environment expected from a fast casual restaurant brand.

The first location will open in Huntington Beach, Cali. Read more at AdAge.

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