Taco Bell looks to tap into late night crowd with new ‘encore hours’

Targeted at concertgoers, the first ‘encore hours’ pilot will launch today (15 August) at Taco Bell Wembley High Road and run until 20 August, covering the five nights when Taylor Swift will be playing nearby at Wembley Stadium.

Over those nights the restaurant will extend its hours from 10pm to 2am.

The first 500 customers each night will receive a complimentary crunchy taco with their order.

Further Taco Bell restaurants will operate an ‘encore hours’ pilot in the coming months. They include the group’s restaurant on Clapham High Street on September 20; and its outpost on Western Road in Brighton and Hove on 12 December.

“At Taco Bell, we believe fans should not have to choose between tacos and tunes – and that’s how encore hours was born,” says Amy Durini, Taco Bell’s international CMO.

“We’re really excited to be extending our opening hours across selected restaurants this summer, kicking off with London’s Wembley High Road this month.

“Taco Bell is committed to showing up for music fans. By extending our opening times, we’re making sure fans can enjoy the encore of their gig and not miss out on grabbing a bite afterwards.”

‘Encore hours’ follows the launch of the brand’s Feed the Beat programme in the UK earlier this year, which supports emerging musicians with free meals on the road.