Taco Bell will open its first digital-only U.S. restaurant on Wednesday in New York’s Times Square.
To buy a Crunchwrap Supreme or soft taco, customers will have to place a digital order ahead of their visit or use one of the 10 self-order kiosks inside the restaurant. The kiosks can also be used to buy Taco Bell souvenirs. The location, inside the iconic Paramount Building, also features a separate entrance for mobile and delivery order pick-up from cubbies.
The simplified design is expected to keep employees of the Yum Brands chain from becoming overwhelmed. Times Square is usually one of the city’s busiest tourist hotspots, with an estimated 50 million visitors every year. Darden Restaurants’ Olive Garden restaurant in Times Square is the chain’s busiest, although it has taken a hit during the coronavirus pandemic, like most eateries that rely on tourist traffic.