Taco Bell launches Encore Hours to capture late-night demand for concert crowds
The initiative was first launched in the UK.
Taco Bell will keep its restaurants open later, aiming to capture the late-night dining segment, specifically the concert crowds.
Encore Hours will first debut in Sydney at Taco Bell Haymarket on 28 Friday and 29 March, with those ordering after 10 AM getting a free Taco Supreme. The first 50 customers will also get a limited-edition shirt.
The initiative was first tested in the UK last year, where Taco Bell restaurants stayed open until 2 AM.
"By extending our opening times for key cultural moments, we’re ensuring fans can enjoy every encore without missing out on their favourite tacos afterwards,” Amy Ellis Durini, Taco Bell International CMO said.
The launch of the Encore Hours in Australia comes at the heel of the brand’s expansion of its Feed the Beat program that helps emerging musicians by picking up the bill. The program is designed to connect upcoming bands with fans by fueling artists on the road.
