by Michael J. Shapiro | May 17, 2019
Following in the footsteps of Howard Johnson and Nobu before it, Taco Bell is getting into the hotel business -- albeit temporarily, with a pop-up hotel in Palm Springs, California. The Bell: A Taco Bell Hotel and Resort will debut Aug. 9 and remain open "for a limited time," according to a Taco Bell press release. The Southern California-based fast-food chain has not revealed at which Palm Springs hotel the residency will occur.

The Bell promises to be "a destination inspired by tacos and fueled by fans" and notes the Taco Bell brand will be well represented -- in the guest rooms, for every daily meal, on the poolside cocktail menu, in the retail shop and in the salon (for Taco Bell-inspired nail art, fades and a braid bar). Even the most ardent Taco Bell consumer will be surprised by never-before-seen menu items on-site.

"The Bell stands to be the biggest expression of the Taco Bell lifestyle to date," asserted Taco Bell's chief global brand officer Marisa Thalberg. "It will be fun, colorful, flavorful and filled with more than what our fans might expect."

Reservations for stays at The Bell open in June. Taco Bell promises to provide more information as the summer approaches; details regarding event space at The Bell have not yet been released.