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Taco Bell’s two-story, neon purple-lit “Defy” arrived with a bold objective: Get customers through the drive-thru in two minutes or less. When franchisee Border Foods built the 3,000-square-foot showstopper in June 2022 in Brooklyn Park, Minnesota, it triggered a tidal of social chatter. Was this the most ambitious prototype ever built in fast food?
Inside Taco Bell’s most ambitious prototype in brand history.
Restaurant chains raise the bar to capture diners who don’t want to leave their car
Taco Bell has recently opened its concept restaurant that only takes orders made online or through the traditional drive-thru setup in Brooklyn Park, Minnesota.
The long-awaited Taco Bell Defy restaurant has opened in Brooklyn Park, Minnesota. The concept has a two-story model that delivers innovative technology and design, according to a company press release. "Taco Bell Defy is an incredible innovation for our brand, and one that's meeting our consumer in a really unique way.