International Appetite Appeal
YUM! Brands asked FRCH to develop a new international prototype that brings together emerging consumer trends, Taco Bell's brand positioning, and varying real estate scenarios to target young, urban markets throughout Europe.
FRCH's focus was to create an interior design that would appeal to "the fourth meal" consumer and their socialization trends. Clustered seating arrangements were developed to give young consumers areas to relax and enjoy good food and conversation. Overlapping, graffiti-like wall murals were featured in key places to attract attention. Since the unveiling of Taco Bell's new store concept, our prototype design has been adapted to inline, mall and freestanding scenarios across North America, the Middle East and Western Europe.