Taco Bell launches initiative to stay open later for concertgoers

The brand is piloting the initiative at Taco Bell Wembley High Road.

Taco Bell UK has announced the launch of Encore Hours, a new initiative for Taco Bell restaurants to stay later for concertgoers.

The first Encore Hours will kick off in London at Taco Bell Wembley High Road on Thursday 15th August until Tuesday 20th August. The restaurant will remain open until 2 AM.

According to Taco Bell, with current restaurant options closing as early as 10 p.m., music fans often face the tough choice of missing their favourite artists’ encore songs or grabbing a bite to eat.

 “At Taco Bell, we believe fans should not have to choose between tacos and tunes– and that’s how Encore Hours was born. 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,” Amy Durini, Taco Bell International CMO said.

Whilst the extended opening hours will pilot at London’s Wembley High Road restaurant this August, selected locations across the UK close to various venues will also be launching Encore Hours this year. The following restaurants will extend their opening hours to 2 a.m. on the specified dates:  

• September 20: Taco Bell, 84 Clapham High St, London
• October 4: Taco Bell, 75 Southampton Row, London
• October 22: Taco Bell,122 Camden High St, London
• December 12: Taco Bell, 95-99 Western Rd, Brighton and Hove, Brighton

The unveiling of Encore Hours comes on the heels of the brand’s launch of its Feed the Beat program in the UK earlier this year, underscoring its commitment to music, artists and music fans globally. Launched in 2006, the Feed the Beat® program helps emerging musicians by picking up the bill. The program is designed to connect upcoming bands with fans by fueling artists on the road.