Taco Bell is turning the drive-thru into haute cuisine.
The fast-food chain’s new “Laps of Luxury” activation, created by agency Deutsch, celebrates the launch of its 10-item Luxe Value Menu by offering an immersive, multi-course tasting experience that transforms the mundane drive-thru into an event worthy of a Michelin star (or at least a very enthusiastic review).
The tasting experience is a chauffeured, 10-course journey through the drive-thru that reimagines fast food as fine-dining theater. Each menu item, from the beefy potato loaded griller to the salted caramel churro, will be unveiled beneath a silver cloche as a string quartet serenades through the speakers.
Diners sip Baja Blast from champagne flutes (no alcohol included), while a front-seat narrator, dubbed the “Maître d’Luxe,” guides them through each course with the expertise and theatrical flair of a sommelier. It’s an experience designed to prove that you don’t need white tablecloths to feel fancy.
The national campaign includes two ads that introduce the menu concept with tongue-in-cheek elegance. A “Luxierge” character appears to guide customers through the offerings while gently reminding them not to let the deluxe delights go to their heads. After all, there’s no valet parking at Taco Bell, and cloth napkins aren’t exactly standard issue.
The creative strategy, overseen by Declan Byrnes-Enoch, group creative director at Deutsch, was to shoot the food like a fashion editorial. “Sparkle filters” give each menu item extra shine and shimmer, while the custom font, elevated color palette, and string quartet convey chic allure.
“For color choices, it was a decadent build on the existing brand palette,” Byrnes-Enoch said. “The font designed by Deutsch is dripping with luxury (and cheese). We wanted something that exudes a sense of luxe but also maintains our grounded, approachable brand.”
Taco Bell is also partnering with Peacock’s hit reality TV show, The Traitors. Custom content will begin rolling out during the episode airing Jan. 22, with more to come throughout the season.
The “Value so Good it Feels Like a Luxury” platform will continue throughout the year.
