Experimentation and innovation are the keywords for 2019, and many companies are stepping outside their comfort zone to try something new. Retailers are creating pop-up stores to bring in new clientele, fast food restaurants are installing self-ordering kiosks, and supermarket companies have started using “scan and go” technology in their locations. Adding to the long list of new ideas occurring in the retail market, Taco Bell, under the parent company Yum Brands, is going to open its first luxury hotel and resort.

The resort, “The Bell,” will open in August for a limited time for super fans of the Taco Bell franchise. Marisa Thalberg, the company’s Chief Global Brand Officer, expressed her excitement over the opening, “[the hotel] will be fun, colorful, flavorful, and filled with more than what our fans might expect.” The hotel will be producing new menu items not available at regional locations, “The Bell” merchandise, and a salon offering Taco Bell themed nail art.

If innovation is key to keeping consumers interested, then Taco Bell will undoubtedly come out on top. It’s yet to be determined if the company plans to recreate the summer experience in 2020, but no doubt there will be a sequel if this year’s opening is successful. According to CSG’s Restaurant Franchisee Premier Database there are over 7,000 Taco Bell locations within the US. With so many successful restaurants, there is a future possibility of franchise owners taking on the task of opening hotels of their own.