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Taco Bell’s New ‘Early Retirement Community’ Promotion

by Nick

Taco Bell, the popular fast-food chain headquartered in Irvine, has introduced a unique experiential promotion for its rewards members over the age of 21. This event, named “The Cantinas,” offers a two-day experience designed to mimic an early retirement community. The event promises attendees a weekend getaway unlike any other, where they can enjoy the relaxed lifestyle typically associated with retirees, regardless of their age.

The promotion targets a select group of about 80 devoted Taco Bell fans. These participants will engage in a variety of activities inspired by senior living, such as early morning golf, afternoon aerobics, and pickleball matches. Taco Bell describes this event as a chance for attendees to rejuvenate and immerse themselves in a community that celebrates the art of living more fully, or as they say, “living más.”

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Taylor Montgomery, Taco Bell’s U.S. Chief Marketing Officer, explained the concept behind the promotion: “There’s a common misconception that retirement unlocks the life you’ve been waiting for. And while that may be true for some, we don’t think you should have to wait until 55 to live the life you’re craving. The Cantinas early retirement community, just like our brand, represents a place where all generations can come together, regardless of age, to live their más however they want.”

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The Cantinas experience will take place from August 17-18 at La Valle Coastal Club in Rancho Santa Fe. Taco Bell offered 45 overnight experiences for $150 per person and 35 day passes for $50 per person. Reservations were available on a first-come, first-served basis through the Taco Bell app starting at 9 a.m. Pacific time on July 16. The promotion quickly sold out in just three minutes.

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A spokesperson from Taco Bell told Times of San Diego that the demand was overwhelming. Some fans reported on Money Talk News, a finance and consumer news website, that they found the tickets sold out almost immediately after refreshing the app post-release time.

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The name “The Cantinas” is reminiscent of Taco Bell Cantina restaurants, which are special outlets of the chain that serve alcohol. Only about 200 of Taco Bell’s nearly 8,000 U.S. locations are Cantinas, which feature open kitchens, custom menus, and specialty alcoholic beverages such as beer, wine, sangria, and spiked versions of Taco Bell freezes.

Marketing Dive, an advertising trade publication, noted, “With its latest activation, Taco Bell is looking to connect brand obsessives from a variety of age groups with an experience that recalls the chain’s groundbreaking, pop-up hotel.” This refers to “The Bell,” a themed hotel that operated briefly in Palm Springs in 2019, where reservations sold out within two minutes.

Earlier this year, Taco Bell held another experiential event in February, the Friday before Super Bowl LVIII in Las Vegas. The event, “Live Más Live,” was a live-stream show featuring musical performances, celebrity appearances, fan recognition, and information about upcoming product launches.

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